E‐relationship development strategy for the nonprofit fundraising professional

Olsen, Merritt; Keevers, Mary Liz; Paul, James C. N.; Covington, Scott

doi:10.1002/nvsm.161

Cited by 38 publications

(23 citation statements)

References 1 publication

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“…His how-to guide suggested that practitioners offer information about several different giving programs, including in-kind gifts and planned giving. Other practitioner literature recommends providing information on corporate matching gifts (Saxton, 2001) and property donations (Olsen, Keevers, Paul, and Covington, 2001).…”

Section: Fundraising and Public Relationsmentioning

confidence: 99%

Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Waters

2007

Nonprofit Mgmnt & Ldrshp

138

101

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Section: Fundraising and Public Relationsmentioning

confidence: 99%

Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Waters

2007

Nonprofit Mgmnt & Ldrshp

138

101

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“…Initial experiences and good practices in online fundraising and volunteer development online, during the 1990s (Finn, 1999); Relationship-building guidelines for online fundraising (Olsen, Keevers, Paul, & Covington, 2001); Previous donors' experience with the electronic business and their attitudes toward the asking organisations (Pollach, Treiblmaier, & Floh, 2005); Assessment of nonprofit organisations' websites in the fundraising context (Sargeant, West, & Jay, 2007); General guidelines on the use of the e-marketing in fundraising (Miller, 2009); The role of social media (Saxton & Wang, 2014) and the common online platforms for 'crowdfunding', related both to funding of profitable projects and businesses, as well as nonprofit activities/organisations (Belleflamme, Lambert, & Schwienbacher, 2013;Nuwer, 2014), etc.…”

Section: Previous Research Of Segmentation In Online Fundraising ('E-mentioning

confidence: 99%

Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis

Alfirević

Pavičić

Dorotić

et al. 2015

Economic Research-Ekonomska Istraživanja

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The purpose of this article is to introduce a new practice, i.e. tools for online fundraising in nonprofit organisations, based on the assessment of Internet-induced local civic mindedness (INLCM) as a segmentation approach. We suggest that this novel approach to fundraising segmentation can be performed as the extension to the already existing analyses, utilising the demographic and psychographic profiles. Based on nationally representative survey results of Croatian households, we develop an analytical procedure. It might help managers of community nonprofit organisations to target the relevant individuals by applying Internet marketing tools (such as Google Analytics) and approaches. Our analysis allows prediction of how likely it is that an individual (based on his or her demographic/psychographic profile) could be identified as INLCM (i.e. successfully targeted for fundraising efforts). Empirical results from Croatia demonstrate that such individuals do not have a lengthy Internet experience and do not use it frequently. The reported level of community belonging for these prospects is rather high, while their relevant Internet activities are related to maintaining the existing social ties and obtaining information about local organisations. It is interesting that they might be living in multi-generational households, either without their own underage children, or with a single child.

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“…Olsen et al, 2001;Powell, 2005) appears to be being realised with a dramatic increase in the amount of funds that charities are obtaining via online donations (Bennett, 2009). The increase in online fundraising may be due to aid agencies designing their websites based on the developing literature on aid agency web site design (e.g.…”

Section: Introductionmentioning

confidence: 96%

The effects of donation button design on aid agency transactional trust

Burt

Gibbons

2011

J of Philanthropy and Mktg

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• The effects of web page donation link (donation button) design on aid agency transactional trust was examined in a survey and in two experiments. Experiment 1 compared three donation button designs, which were developed on the basis of study 1, which was a survey of 559 charity websites, and found no significant effects on rated transactional trust. Experiment 2 attempted to manipulate transactional uncertainty through donation button design by incorporating crisis/need and aid agency response photographs. These button design manipulations significantly increased rated transactional trust. In both experiments, transactional trust ratings were significantly correlated with donation compliance ratings. These results suggest that transactional trust can be enhanced through the considered design of the donation button, and increasing transactional trust in this manner may result in more online donations.

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E‐relationship development strategy for the nonprofit fundraising professional

Cited by 38 publications

References 1 publication

Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis

The effects of donation button design on aid agency transactional trust

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