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Fundraising direct: a communications planning guide for charity marketing

journal contribution
posted on 2001-01-01, 00:00 authored by A Sargeant, Mike Ewing
Charities constitute a formidable sector in the UK 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

Journal

Journal of nonprofit and public sector marketing

Volume

9

Issue

1-2

Pagination

185 - 204

Publisher

Taylor & Francis

Location

Abingdon, Eng.

ISSN

1049-5142

eISSN

1540-6997

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

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