Online fundraisers : targeted planning and successful implementation / Sonja Harken, Martin Hodsman.
2022
HG177
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Details
Title
Online fundraisers : targeted planning and successful implementation / Sonja Harken, Martin Hodsman.
Author
Harken, Sonja, author.
Uniform Title
Online-Spendenaktionen. English
ISBN
9783658388294 (electronic bk.)
3658388293 (electronic bk.)
9783658388287
3658388285
3658388293 (electronic bk.)
9783658388287
3658388285
Published
Wiesbaden : Springer, [2022]
Copyright
©2022
Language
English
Language Note
Translated from German.
Description
1 online resource (xv, 121 pages) : illustrations
Item Number
10.1007/978-3-658-38829-4 doi
Call Number
HG177
Dewey Decimal Classification
658.15/224
Summary
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 Germanys relief coalition "Aktion Deutschland Hilft" for years. Previously, he was also responsible for the supervision of offline collections at that organization.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed December 30, 2022).
Added Author
Hodsman, Martin, author.
Available in Other Form
Print version: 9783658388287
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Table of Contents
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?.
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?.