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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 EwingCharities 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.
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Journal
Journal of nonprofit and public sector marketingVolume
9Issue
1-2Pagination
185 - 204Publisher
Taylor & FrancisLocation
Abingdon, Eng.Publisher DOI
ISSN
1049-5142eISSN
1540-6997Language
engPublication classification
C1.1 Refereed article in a scholarly journalUsage metrics
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