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http://hdl.handle.net/10071/15035
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Title: Leigos para o Desenvolvimento: donations optimization through private segmentation
Authors: Laureano, R. M. S.
Vinhas da Silva, R.
Pereira, J.
Martins, S.
Rodrigues, D.
Keywords: Fundraising
Donations
Nonprofit
Leigos para o Desenvolvimento
NGDO
Issue Date: 2015
Publisher: Grupo de Investigación en Marketing e Investigación Operativa
Abstract: Leigos para o Desenvolvimento (LD) are a NGOD (Non-Governmental Organization for Development) whose financing derives from donations obtained in the wider community. In this context and with the purpose of optimizing resource allocation in donations collection and the maximization of revenue thereof, the current study aims to assess the relative effectiveness of segmentation tools in donations with that purpose in mind. In informing the process and strategy of donations and thus optimizing organizational revenue, we aim to confront the merits of intuitive and experiential solutions with those that result from empirical data gathered and statistical techniques applied to segmentation tools and techniques. We conclude that there exists no one segmentation solution for sorting out the problem, opting instead for claiming that each case should be treated as unique and evaluated on its own.
Peer reviewed: yes
URI: http://hdl.handle.net/10071/15035
ISSN: 2530-3422
Ciência-IUL: https://ciencia.iscte-iul.pt/id/ci-pub-30927
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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