Artigo em revista científica
Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
Nuno Duarte Fialho Sanches Borges dos Santos (Santos, N.); Raul Laureano (Laureano, R. M. S.); Sandrina Fernandes Martins (Martins, S.); Joana de Morais Sarmento Pereira (Pereira, J.);
Título Revista
Revista de casos de Marketing Público y No lucrativo
Ano
2016
Língua
Inglês
País
Espanha
Mais Informação
Abstract/Resumo
Leigos para o Desenvolvimento is a Non-Governmental Development Organization whose activity began in 1986 and has come to feel the need to increase the organization's marketing. However, in order to be able to apply the techniques of marketing to the tertiary sector, it is essential to know the behaviour of donors, for different marketing actions may show different performances and different dynamics in fundraising. The object of this study is to understand the dynamics of fundraising and donors, and thus support the decision making on future marketing actions, either online or offline. Throughout the study, there was confirmed a strong dependence of the donors that donate only once, so using the obtained knowledge that it’s recommended that future marketing campaigns take into account the donor preservation.
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/MULTI/0446/2013 Fundação para a Ciência e a Tecnologia