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Categorizing Donor Engagement Levels


Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
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  • Product Description

Charities today are faced with the difficult task of attracting more individual donors than ever before. Yet knowledge about how to influence an individual''s intention to donate is limited (Bennett & Savani, 2003). It is recognized that many factors influence an individual''s donation behaviour, but it is not clear how these factors work together to cause specific donation behaviour. This thesis proposes a model to address this gap in the donation behaviour literature. It also recommends the use of engagement, rather than commitment, to define donor association. Finally, it develops and tests a donor engagement scale that allows for donor categorization based on varying engagement levels. Data was gathered from a sample of 221 respondents and analyzed using factor analysis and latent class analysis. This scale has obvious practical implications for non profit organizations as it can assist them in their fundraising efforts. Theoretical and managerial implications are also discussed.

Product Specifications
SKU :COC71042
AuthorKyle Kivimaki
Number of Pages88
Publishing Year2011-05-20T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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