Online Fundraisers (eBook)

Foreword of the Series Editor 5
Contents 7
Abbreviations 9
List of Figures 10
List of Tables 14
1: Introduction 15
2: What Are Online Fundraisers? A Clarification of Terms 17
2.1 Occasion Donations 17
2.2 Fundraisers 19
2.3 Online Fundraisers 20
2.4 What I Have Learned in This Chapter 22
References 22
3: Online Fundraisers: An Empirical Overview 23
3.1 Peer-to-Peer Fundraising in the USA and UK 23
3.2 Empirical Investigation Within the Framework of a Master’s Thesis 26
3.2.1 Empirical Design of the Study 26
3.2.2 General Results 27
3.3 What I Have Learned in This Chapter 32
References 32
4: The Right Marketing Mix for Online Fundraisers 34
4.1 Product Policy 35
4.2 Pricing Policy 38
4.3 Distribution Policy 39
4.3.1 Online Fundraisers on Own Website 40
4.3.1.1 Online Fundraisers on the Website from the Donor’s Perspective 42
4.3.1.2 Online Fundraisers on the Website from the Perspective of the Organization 44
4.3.1.3 What I Have Learned in This Section 52
4.3.2 Online Fundraisers on Donation Platforms 53
4.3.2.1 Online Fundraisers on betterplace.org from the Donor’s Perspective 54
4.3.2.2 Online Fundraisers on betterplace.org from the Perspective of the Organization 58
4.3.2.3 What I Have Learned in This Section 59
4.3.3 Online Fundraisers on Facebook 59
4.3.3.1 Fundraiser from the Donor’s Point of View 63
4.3.3.2 Fundraiser from the Perspective of the Organization 68
4.3.4 What I Have Learned in This Section 71
4.4 Communication Policy 72
4.4.1 Online Channels 75
4.4.1.1 Website 75
4.4.1.2 E-Newsletter 76
4.4.1.3 Social Media 78
4.4.1.4 Search Engines 82
4.4.1.5 Messenger Services 85
4.4.1.6 (Free) Advertisements Online / Display Advertising 86
4.4.1.7 Ads on Facebook 87
4.4.1.8 Influencer Marketing / Advertising with Celebrities 88
4.4.2 Offline Channels 89
4.4.2.1 Radio, Television and Cinema Spots 90
4.4.2.2 Editorial Contributions in External Media 91
4.4.2.3 Offline Newsletter and Donor Magazine 92
4.4.2.4 Mailings 93
4.4.2.5 Flyer 95
4.4.2.6 Posters 96
4.4.2.7 Offline (Free) Displays 96
4.4.3 What I Have Learned in This Section 97
References 98
5: Support and Retention Through Precisely Tailored Target Group Approach 100
5.1 Support for Initiators 100
5.1.1 Private Individuals 100
5.1.2 School Fundraisers 102
5.1.3 Companies 102
5.1.4 What I Have Learned in This Section 103
5.2 Donor Retention of Fundraiser Donors 104
5.2.1 The Giving Logic of Fundraiser Donors 106
5.2.2 Thanks to Fundraiser Donors 108
5.2.3 Donor Retention of Fundraiser Donors in the Further Course of Events 110
5.2.4 What I Have Learned in This Section 111
References 112
6: Management of Online Fundraisers 113
6.1 Analysis 114
6.1.1 SWOT Analysis 115
6.1.2 Analyses of Product Policy 116
6.1.2.1 Analysis of the Target Group Initiators of Online Fundraisers 116
6.1.2.2 Analysis of the Target Group of Fundraiser Donors 116
6.1.2.3 Analysis of the Target Group Initiators of Occasion Donations 117
6.1.3 Analyses of Distribution Policy 117
6.1.4 Analyses of Communication Policy 118
6.1.5 Analysis of Human Resources 119
6.2 Planning 120
6.2.1 Normative Planning 120
6.2.2 Strategic Planning 121
6.2.3 Operational Planning 123
6.3 Controlling 125
6.4 What I Have Learned in This Chapter 129
References 130
7: Conclusion: What Is the Potential of Online Fundraisers? 131
7.1 Summary 131
7.2 Outlook 132