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https://doi.org/10.1080/1331677X.2015.1022389

Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis

Nikša Alfirević   ORCID icon orcid.org/0000-0002-2130-982X
Jurica Pavičić
Matilda Dorotić   ORCID icon orcid.org/0000-0002-1722-9309
Danijela Križman Pavlović   ORCID icon orcid.org/0000-0002-3261-6307

Puni tekst: engleski, pdf (443 KB) str. 45-62 preuzimanja: 190* citiraj
APA 6th Edition
Alfirević, N., Pavičić, J., Dorotić, M. i Križman Pavlović, D. (2015). Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis. Economic research - Ekonomska istraživanja, 28 (1), 45-62. https://doi.org/10.1080/1331677X.2015.1022389
MLA 8th Edition
Alfirević, Nikša, et al. "Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis." Economic research - Ekonomska istraživanja, vol. 28, br. 1, 2015, str. 45-62. https://doi.org/10.1080/1331677X.2015.1022389. Citirano 18.01.2020.
Chicago 17th Edition
Alfirević, Nikša, Jurica Pavičić, Matilda Dorotić i Danijela Križman Pavlović. "Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis." Economic research - Ekonomska istraživanja 28, br. 1 (2015): 45-62. https://doi.org/10.1080/1331677X.2015.1022389
Harvard
Alfirević, N., et al. (2015). 'Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis', Economic research - Ekonomska istraživanja, 28(1), str. 45-62. https://doi.org/10.1080/1331677X.2015.1022389
Vancouver
Alfirević N, Pavičić J, Dorotić M, Križman Pavlović D. Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis. Economic research - Ekonomska istraživanja [Internet]. 2015 [pristupljeno 18.01.2020.];28(1):45-62. https://doi.org/10.1080/1331677X.2015.1022389
IEEE
N. Alfirević, J. Pavičić, M. Dorotić i D. Križman Pavlović, "Local civil-mindedness on the Internet as the basis for fundraising segmentation: sociological, marketing determinants and the empirical analysis", Economic research - Ekonomska istraživanja, vol.28, br. 1, str. 45-62, 2015. [Online]. https://doi.org/10.1080/1331677X.2015.1022389

Sažetak
The purpose of this article is to introduce a new practice, i.e. tools for online fundraising in nonprofit organisations, based on the assessment of Internet-induced local civic mindedness (INLCM) as a segmentation approach. We suggest that this novel approach to fundraising segmentation can be performed as the extension to the already existing analyses, utilising the demographic and psychographic profiles. Based on nationally representative survey results of Croatian households, we developed an analytical procedure. It might help managers of community nonprofit organisations to target the relevant individuals by applying Internet marketing tools (such as Google Analytics) and approaches. Our analysis allows prediction of how likely it is that an individual (based on his or her demographic/psychographic profile) could be identified as INLCM (i.e. successfully targeted for fundraising efforts). Empirical results from Croatia demonstrate that such individuals do not have a lengthy Internet experience and do not use it frequently. The reported level of community belonging for these prospects is rather high, while their relevant Internet activities are related to maintaining the existing social ties and obtaining information about local organisations.
It is interesting that they might be living in multi-generational households, either without their own underage children, or with a single child.

Ključne riječi
Internet; fundraising; community nonprofits; segmentation

Hrčak ID: 171482

URI
https://hrcak.srce.hr/171482

Posjeta: 282 *