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Modeling contribution behavior in fundraising: Segmentation analysis for a public broadcasting station

Funding pressures have forced many not-for-profit organizations to reduce their reliance on mass-marketing efforts, e.g., pledge drives, and increase the volume and sophistication of their direct marketing activities. The efficiency of direct marketing, however, is linked to an organization’s ability to target population segments effectively, which, in turn, has motivated the development of methodological approaches for market segmentation.
Year of publication:
2013
Authors: Durango-Cohen, Elizabeth J.
Published in:
European Journal of Operational Research. - Elsevier, ISSN 0377-2217. - Vol. 227.2013, 3, p. 538-551
Publisher: Elsevier
Subject: Marketing | Segmentation analysis | Fundraising | Not-for-profit organizations | Finite-mixture models | Expectation–maximization algorithm
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Type of publication: Article
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Persistent link: https://www.econbiz.de/10010617173
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