Pregled bibliografske jedinice broj: 894705
The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis // Management : journal of contemporary management issues, 21 (2016), 2; 1-25 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 894705 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
Autori
Najev Čačija, Ljiljana
Izvornik
Management : journal of contemporary management issues (1331-0194) 21
(2016), 2;
1-25
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
Nonprofit marketing process ; Management ; Fundraising performance ; Humanitarian organizations ; Croatia
Sažetak
This paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research focusing on Croatian humanitarian organizations and employs the Structural Equation Modeling (SEM) methodology to assess the hypotheses regarding the positive influence of the nonprofit marketing activities on two dimensions of fundraising performance. In addition, the paper discusses and empirically verifies the influence of fundraising feedback on the (re)definition of marketing activities. Implications for nonprofit marketing and management practice(s) are discussed, along with recommendations for future research.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- Emerging Sources Citation Index (ESCI)
- Scopus
- EconLit
Uključenost u ostale bibliografske baze podataka::
- EconLit
