Schlegelmilch, B.B.; Tynan, A.C. - In: Marketing Intelligence & Planning 7 (1989) 11/12, pp. 16-24
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 …
