Market Segment‐oriented Fund‐Raising Strategies: An Empirical Analysis

With well over 250,000 registered UK charities vying to attract generosity, fund‐raising has become a fiercely competitive and professional activity. This article empirically analyses the popularity of different fund‐raising techniques and shows that specific fund‐raising methods are preferred by distinct market segments. The managerial implications for fund‐raising strategies are outlined and suggestions for future research are made.

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Year of publication:	1989
Authors:	Schlegelmilch, B.B. ; Tynan, A.C.
Published in:	Marketing Intelligence & Planning. - MCB UP Ltd, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 7.1989, 11/12, p. 16-24
Publisher:	MCB UP Ltd
Subject:	Charities \| Competitive strategy \| Markets \| fund‐raising

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000001065 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014946823