Review article
Fundraising in the context of nonprofit strategic marketing: Toward a conceptual model
Ljiljana Najev Čačija
orcid.org/0000-0001-8562-2463
; University of Split, Faculty of Economics
Abstract
The aim of this paper is to present the conceptual basis for examining the effects of activities, performed within the ‘traditional’ nonprofit strategic marketing, on the fundraising success. A review of the existing theoretical and empirical studies in the field of fundraising is provided. Open questions in fundraising are addressed, with the special attention devoted to the identification of marketing activities that could ensure higher fundraising, as well as the overall performance of nonprofit organizations. Based on the existing literature, it is proposed that long-term relationships with donors and implementation of the ‘traditional’ marketing activities are crucial to fundraising, with the fundraising serving as a feedback for nonprofit strategic marketing. This paper also analyzes the situation and prospects of fundraising in the nonprofit sector in Croatia. Further suggestions for the empirical verification of the proposed theoretical model are made, along with the recommendations for future research.
Keywords
strategic marketing; nonprofits; fundraising; conceptual model
Hrčak ID:
104238
URI
Publication date:
24.6.2013.
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