This book is intended as a practical guide for (online) fundraisers who would like to implement online fundraising in their organization or are already working with it and would like to expand their knowledge. Numerous best practice examples and empirical findings from an underlying study explain the various management and marketing aspects of the fundraising product. Which distribution and communication channels are suitable? How can the different target groups be addressed precisely? How can initiators and campaign donors be bound for further campaigns? These and other questions are answered comprehensively.
A "need to read" for all fundraisers, fundraising organizations, and NPOs looking to conduct online fundraisers!
Author(s): Sonja Harken, Martin Hodsman
Series: Edition Fundraising
Publisher: Springer
Year: 2022
Language: English
Pages: 132
City: Wiesbaden
Foreword of the Series Editor
Contents
Abbreviations
List of Figures
List of Tables
1: Introduction
2: What Are Online Fundraisers? A Clarification of Terms
2.1 Occasion Donations
2.2 Fundraisers
2.3 Online Fundraisers
2.4 What I Have Learned in This Chapter
References
3: Online Fundraisers: An Empirical Overview
3.1 Peer-to-Peer Fundraising in the USA and UK
3.2 Empirical Investigation Within the Framework of a Master’s Thesis
3.2.1 Empirical Design of the Study
3.2.2 General Results
3.3 What I Have Learned in This Chapter
References
4: The Right Marketing Mix for Online Fundraisers
4.1 Product Policy
4.2 Pricing Policy
4.3 Distribution Policy
4.3.1 Online Fundraisers on Own Website
4.3.1.1 Online Fundraisers on the Website from the Donor’s Perspective
4.3.1.2 Online Fundraisers on the Website from the Perspective of the Organization
4.3.1.3 What I Have Learned in This Section
4.3.2 Online Fundraisers on Donation Platforms
4.3.2.1 Online Fundraisers on betterplace.org from the Donor’s Perspective
4.3.2.2 Online Fundraisers on betterplace.org from the Perspective of the Organization
4.3.2.3 What I Have Learned in This Section
4.3.3 Online Fundraisers on Facebook
4.3.3.1 Fundraiser from the Donor’s Point of View
4.3.3.2 Fundraiser from the Perspective of the Organization
4.3.4 What I Have Learned in This Section
4.4 Communication Policy
4.4.1 Online Channels
4.4.1.1 Website
4.4.1.2 E-Newsletter
4.4.1.3 Social Media
4.4.1.4 Search Engines
4.4.1.5 Messenger Services
4.4.1.6 (Free) Advertisements Online / Display Advertising
4.4.1.7 Ads on Facebook
4.4.1.8 Influencer Marketing / Advertising with Celebrities
4.4.2 Offline Channels
4.4.2.1 Radio, Television and Cinema Spots
4.4.2.2 Editorial Contributions in External Media
4.4.2.3 Offline Newsletter and Donor Magazine
4.4.2.4 Mailings
4.4.2.5 Flyer
4.4.2.6 Posters
4.4.2.7 Offline (Free) Displays
4.4.3 What I Have Learned in This Section
References
5: Support and Retention Through Precisely Tailored Target Group Approach
5.1 Support for Initiators
5.1.1 Private Individuals
5.1.2 School Fundraisers
5.1.3 Companies
5.1.4 What I Have Learned in This Section
5.2 Donor Retention of Fundraiser Donors
5.2.1 The Giving Logic of Fundraiser Donors
5.2.2 Thanks to Fundraiser Donors
5.2.3 Donor Retention of Fundraiser Donors in the Further Course of Events
5.2.4 What I Have Learned in This Section
References
6: Management of Online Fundraisers
6.1 Analysis
6.1.1 SWOT Analysis
6.1.2 Analyses of Product Policy
6.1.2.1 Analysis of the Target Group Initiators of Online Fundraisers
6.1.2.2 Analysis of the Target Group of Fundraiser Donors
6.1.2.3 Analysis of the Target Group Initiators of Occasion Donations
6.1.3 Analyses of Distribution Policy
6.1.4 Analyses of Communication Policy
6.1.5 Analysis of Human Resources
6.2 Planning
6.2.1 Normative Planning
6.2.2 Strategic Planning
6.2.3 Operational Planning
6.3 Controlling
6.4 What I Have Learned in This Chapter
References
7: Conclusion: What Is the Potential of Online Fundraisers?
7.1 Summary
7.2 Outlook
