To Retain? To Upgrade? The Effects of Direct Mail on Regular Donation Behavior
To Retain? To Upgrade? The Effects of Direct Mail on Regular Donation Behavior

Author: Suman Ann Thomas

Publisher:

Published: 2015

Total Pages:

ISBN-13:

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In this paper, we look at the donation behavior of donors who periodically contribute a preset amount to a particular charity. The charity firm makes extensive use of direct mail to nurture these donors, and in fact sends two types of mails, one that seeks to retain the donors (retention-seeking mails) and the other requesting them to upgrade their donation amount (upgrade-seeking mails). We study the different effects of the two types of direct mail on the donation behavior. To these mails, a donor has to respond by making two decisions: “should I continue donating or not?” and “should I upgrade or not?” We propose a multi-response model that accommodates not only the differential effects of the two types of mail on the donors, but also the possible correlation across the two response functions for each donor. We fit our model to a very large data set to explore whether our model can extract the unique impact of demographics and those of the two types of mail on the two aspects of donation behavior. What makes it more interesting is that the charity firm deliberately uses the observed donation behavior of people to design the two types of mail. In our model and estimation, we explicitly account for this endogenous effect to ensure that we measure the unbiased impact of the two types of mail on the two responses of the donors. Our results show that once we account for the endogenous effect and separately model the effect of different types of mail on each type of donor response, we get a much clearer picture of the “true” effects of these mails, as opposed to a simpler model that does not incorporate these effects. Firms are advised to not only carefully analyze the donation behavior of the donors but also carry out simulation exercises to understand the effects of mails in totality before taking action.

The Future of Charity Marketing
The Future of Charity Marketing

Author: Sarah-Louise Mitchell

Publisher: Taylor & Francis

Published: 2024-11-07

Total Pages: 215

ISBN-13: 104022525X

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Charities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users. They need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance and compete for resources from existing as well as a continuous range of new competitors. This book brings together leading scholars to think about what is needed to future proof the nonprofit sector in areas such as partnerships, collaborations, branding, communications, income generation and fundraising, stakeholder involvement and meeting the future needs of service users. This edited collection builds upon the research in the editors' first book Charity Marketing: Contemporary Issues, Research and Practice to challenge students, researchers and practitioners in understanding the challenges and opportunities ahead and think about how to future proof nonprofit marketing. Drawing from a diverse group of academics and deep-thinking practitioners, The Future of Charity Marketing focuses on how charities can prepare for the future through sharing big ideas and examples of best practice. Presenting contrasting perspectives and the latest thinking on a range of challenges, this book gives topics for classroom debate, identifies areas for future research and offers practitioners useful insights.

Irritation Due to Direct Mailings from Charities
Irritation Due to Direct Mailings from Charities

Author: M. van Diepen

Publisher:

Published: 2013

Total Pages: 51

ISBN-13:

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Direct mailing is the main tool that charities employ for fundraising. With increasing amounts of soliciting mailings and with the best donators receiving more mailings as a result of target selection, irritation might increase. As a result, such irritation could cause individuals to donate less, and hence reduce revenues for charities. We develop a conceptual model, which relates donating behavior to irritation and to mailing frequencies. We consider mailing frequencies relative to a reference point, which we call the maximum acceptance level. Furthermore, we allow for asymmetric effects of positive and negative differences with this maximum acceptance level, and hence we consider the effects of receiving excessive and acceptable amounts of mailings. To test our model empirically, we conduct a survey on charitable direct mailings and donating behavior among 213 respondents. We find that too many mailings do indeed lead to irritation, and that such irritation reduces annual donations.

Fundraising Basics: A Complete Guide
Fundraising Basics: A Complete Guide

Author: Barbara L. Ciconte

Publisher: Jones & Bartlett Publishers

Published: 2008-12-18

Total Pages: 627

ISBN-13: 1449664954

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As nonprofit organizations face heightened scrutiny by the general public, donors, regulators, and members of Congress, the Third Edition of the essential book on the basics of fundraising provides new, up-to-date and valuable information that every fundraiser needs to know. With ethics and accountability being the primary theme of the Third Edition, this practical guide will continue to provide an overview of the field and give development staff, managers, and directors a platform from which to operate their fundraising programs. The new edition also provides much needed information on giving trends, computer hardware and software available for fundraisers, cost estimates and workflow timetables, and the importance of the Internet. This primer remains a must-have for anyone new to the fundraising arena.

Advanced Database Marketing
Advanced Database Marketing

Author: Koen W. De Bock

Publisher: Routledge

Published: 2016-03-23

Total Pages: 428

ISBN-13: 1317185285

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While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

Building Donor Loyalty
Building Donor Loyalty

Author: Adrian Sargeant

Publisher: John Wiley & Sons

Published: 2004-10-06

Total Pages: 226

ISBN-13: 078797658X

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Building Donor Loyalty is a hands-on guide written for professional fundraisers that outlines the factors that drive donor retention, explains how to keep donors committed to an organization, and offers suggestions for developing donor value over time. It is based on data drawn from a research program which included more than 20,000 nonprofit organizations and was funded by the Aspen Foundation and the Indiana Fund through the Center on Philanthropy at Indiana University. Building Donor Loyalty contains a variety of illustrative case studies that demonstrate the power of effective donor retention strategies and clearly explains each of the factors that can build donor retention. It includes tools and techniques that have proven successful when growing long-term relationships with donors and offers practical advice for fundraisers who want to integrate this knowledge into their own thinking, planning, and practice.

From Data to Impact: How Artificial Intelligent is Driving Non-Profit Success
From Data to Impact: How Artificial Intelligent is Driving Non-Profit Success

Author: Ziheng Song

Publisher: Ziheng Song

Published: 2023-03-28

Total Pages: 60

ISBN-13:

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"From Data to Impact: How Artificial Intelligence is Driving Non-Profit Success" is a groundbreaking book that explores the power of AI in transforming the non-profit sector. With real-world examples, practical insights, and comprehensive strategies, this book offers a comprehensive guide to leveraging AI to drive positive social impact. Whether you are a non-profit leader, a data professional, or simply interested in the intersection of technology and social good, this book is a must-read. It covers everything from smart fundraising and program operations to advocacy and team building, with a focus on ethical considerations and future implications. With its vivid storytelling and attractive format, "From Data to Impact" is a compelling and inspiring read that will leave you ready to supercharge your own non-profit with the power of AI.

Handbook of the Economics of Giving, Altruism and Reciprocity
Handbook of the Economics of Giving, Altruism and Reciprocity

Author: Serge-Christophe Kolm

Publisher: Elsevier

Published: 2006-07-19

Total Pages: 753

ISBN-13: 0080478263

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The Handbook on the Economics of Giving, Reciprocity and Altruism provides a comprehensive set of reviews of literature on the economics of nonmarket voluntary transfers. The foundations of the field are reviewed first, with a sequence of chapters that present the hard core of the theoretical and empirical analyses of giving, reciprocity and altruism in economics, examining their relations with the viewpoints of moral philosophy, psychology, sociobiology, sociology and economic anthropology. Secondly, a comprehensive set of applications are considered of all the aspects of society where nonmarket voluntary transfers are significant: family and intergenerational transfers; charity and charitable institutions; the nonprofit economy; interpersonal relations in the workplace; the Welfare State; and international aid.*Every volume contains contributions from leading researchers*Each Handbook presents an accurate, self-contained survey of a particular topic *The series provides comprehensive and accessible surveys

Nonprofit Digital Transformation Demystified
Nonprofit Digital Transformation Demystified

Author: Ali A. Gooyabadi

Publisher: Springer Nature

Published: 2024-01-15

Total Pages: 198

ISBN-13: 3031471822

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In this compelling journey into Digital Transformation (DT) tailored for Nonprofit Organizations (NPOs), this book unravels the intricacies of technological integration. Grounded in over one hundred years of extensive research by authors and the editor, real-world examples, and using the San Diego Diplomacy Council (SDDC) as a primary case study, it introduces a tailored Digital Maturity Model (DMM) for NPOs. At the heart of this transformation are three pivotal pillars: Culture, Ethics, and Security. Part I sets the stage, painting a landscape of how NPOs have intertwined with the digital realm. As technology's omnipresence surges, Chapter Two offers a panorama of DT's historical and contemporary intersections with the nonprofit sector. The subsequent chapter emphasizes the stark reality: for many NPOs, digital adaptation is no longer about relevance but survival. Part II delves into the comparative digital strategies of NPOs and their for-profit counterparts in Chapter 4, highlighting the need for tailored approaches. Chapter 5 explores the Nonprofit Digital Maturity Model (NDMM), using the San Diego Diplomacy Council as a focal point. The journey then unfolds further in Chapter 6, which casts a spotlight on the strategic execution of DT in NPOs, weaving in comprehensive analyses to dissect the forces shaping an NPO's digital trajectory. Part III dives deeper, with Chapter 7 laying the foundation of the NDMM. The subsequent chapter meticulously unpacks the NDMM, culminating in Chapter 9, which emphasizes the pillars of DT—Culture, Ethics, and Security—forming the essence of the Nonprofit DT Strategic Framework (NDTSF). This chapter also crafts a tailored roadmap for NPOs, charting a comprehensive DT course. Concluding with a forward-looking stance, Chapter 10 thrusts readers into the enthralling fusion of AI and NPOs, exploring transformative potentials and ethical concerns. Through real-world cases, it positions AI as both a potent tool and a vital dialogue for NPOs. Essentially, this book equips NPOs with tools like the NDMM and insights from successful DT narratives. It seeks to provide a practical guide for nonprofits through their DT journey, ensuring they harness technology ethically and effectively without compromising their core values.