engleski

IMPACT OF MARKETING ACTIVITIES ON FUNDRAISING SUCCESS TROUGH DONOR’S MOTIVATION

In this paper author analyzes the impact of nonprofit marketing activities on fundraising performance through donors’ motivation. The success of nonprofit organizations strongly depends on their capability to adopt, adjust and implement best practices from profit sector. Based on relevant body of knowledge, NGOs should become entrepreneurial, e.g. take responsibility, be innovative and take risk to achieve organizational goals and mission. Marketing activities are among most important tools for NGOs which can help them to attract and retain new donors. In the context of financial resources individual donors should become one of the most important source - due to growing trend of competitors in nonprofit sector as well as scarce resources on the „market“. In fundraising strategy, donors should be perceived as a „customers“and NGOs should try to fulfill their need to donate rather than just ask for resources. In order to attract new donors their motivation should be identified and marketing activities should be shaped to fit it. Accordingly, the aim of this research is to examine the impact of marketing activities of non-profit organizations on donors’ motivation. Set of marketing activities was proposed and grouped in three main categories: donors’ relationship perception, core values (case for support) perception and public credibility and/or visibility perception. Donors’ motivation is determined by six items representing emotional and pragmatic reasons to donate. In the empirical part, the results of research conducted on 155 respondents who already donated, are presented. Results show interested findings about relationship between marketing activities and donors’ motivation. Proposed marketing activities only partially impact donor’s motivation, e.g. core values of nonprofit perception impacts fewer motives than donor’s relationship perception. Simultaneously, public credibility and/or visibility perception has positive influence on majority motives to donate. The results contribute to nonprofit marketing body of knowledge, raising awareness about necessity of implementing business practices and entrepreneurial mindset in nonprofit organizations in order to ensure sustainable growth and development. Practical implications, limitations and recommendation for future researches are also given.

marketing activities, fundraising, donor’s motivation, nonprofit entrepreneurship

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