Online Fundraisers: Targeted Planning and Successful Implementation

ISBN-13: 9783658388287 / Angielski / Miękka / 2022 / 121 str.

Sonja Harken; Martin Hodsman

Opis

This book is intended as a practical guide for (online) fundraisers who would like to implement online fundraising in their organization or are already working with it and would like to expand their knowledge. Numerous best practice examples and empirical findings from an underlying study explain the various management and marketing aspects of the fundraising product. Which distribution and communication channels are suitable? How can the different target groups be addressed precisely? How can initiators and campaign donors be bound for further campaigns? These and other questions are answered comprehensively.A "need to read" for all fundraisers, fundraising organizations, and NPOs looking to conduct online fundraisers!

Spis treści

What are online fundraisers - A definition.- Online fundraisers - An empirical overview.- The right marketing mix for online fundraisers.- Support and retention through tailored targeting.- Management of online fundraisers.- What is the potential of online fundraisers?

O autorze

Sonja Harken researched cause donations and online fundraising in German-speaking countries as part of a Master's thesis at the Technical University of Cologne. She works as a fundraiser for Diakonie Michaelshoven.

Martin Hodsman has been in charge of online fundraising campaigns for the alliance "Aktion Deutschland Hilft" for years. Previously, he was responsible for offline collections at the alliance.

Blurb

This book is intended as a practical guide for (online) fundraising professionals who would like to implement online fundraisers in their organization or are already working with it and would like to expand their knowledge. Numerous best practice examples and empirical findings from an underlying study explain the various management and marketing aspects of the fundraising product. Which distribution and communication channels are suitable? How can the different target groups be addressed precisely? How can initiators and fundraiser donors be bound for further campaigns? These and other questions are answered comprehensively.

A "need to read" for all fundraising professionals, fundraising organizations, and NPOs looking to conduct online fundraisers!

Content· 

· What are online fundraisers? - A clarification of terms

· Online fundraisers - An empirical overview

· The right marketing mix for online fundraisers

· Support and retention through precisely tailored target group approach

· Management of online fundraisers

· What is the potential of online fundraisers?

The authors

Sonja Harken researched cause donations and online fundraisers in German-speaking countries as part of a Master's thesis at the University of Applied Sciences Cologne. She works in an agency and advices NPO in online fundraising matters. Martin Hodsman has been in charge of online fundraising campaigns for the Germany’s relief coalition "Aktion Deutschland Hilft" for years. Previously, he was also responsible for the supervision of offline collections at that organization.