Artigo em revista científica
Leigos para o Desenvolvimento: donations optimization through private segmentation
Raul Laureano (Laureano, R. M. S.); Rui Vinhas da Silva (Vinhas da Silva, R.); Joana de Morais Sarmento Pereira (Pereira, J.); Sandrina Fernandes Martins (Martins, S.); David Rodrigues (Rodrigues, D.);
Título Revista
Revista de casos de Marketing Público y No lucrativo
Ano
2015
Língua
Inglês
País
Espanha
Mais Informação
Abstract/Resumo
Leigos para o Desenvolvimento (LD) are a NGOD (Non-Governmental Organization for Development) whose financing derives from donations obtained in the wider community. In this context and with the purpose of optimizing resource allocation in donations collection and the maximization of revenue thereof, the current study aims to assess the relative effectiveness of segmentation tools in donations with that purpose in mind. In informing the process and strategy of donations and thus optimizing organizational revenue, we aim to confront the merits of intuitive and experiential solutions with those that result from empirical data gathered and statistical techniques applied to segmentation tools and techniques. We conclude that there exists no one segmentation solution for sorting out the problem, opting instead for claiming that each case should be treated as unique and evaluated on its own.
Agradecimentos/Acknowledgements
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Palavras-chave
Fundraising,Donations,Nonprofit,Leigos para o Desenvolvimento,NGDO
Registos de financiamentos
Referência de financiamento Entidade Financiadora
UID/GES/00315/2013 Fundação para a Ciência e a Tecnologia