Deakin University
Browse

File(s) not publicly available

Fundraising Direct: A Communications Planning Guide for Charity Marketing

chapter
posted on 2023-02-07, 23:28 authored by AS Sargeant, Mike Ewing
Charities constitute a formidable sector in the U K economy. Numbering 180,000 and accounting for almost $17 billion in income, the sector is coming under increasing pressure to improve the effectiveness of its marketing efforts. Direct marketing is generally recognized as a (potentially) efficient medium (compared to mass advertising, for example). In this article, we provide a practical direct marketing planning framework geared towards maximizing fundraising efforts. Specifically, the framework details campaign objectives, segmentation, profiling and targeting. The focus is on message rather than execution. And the article concludes with a discussion of response analysis and an agenda for ongoing research in this domain.

History

Pagination

185-203

ISBN-13

9780789017024

Title of book

Marketing Communications for Local Nonprofit Organizations: Targets and Tools

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC