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http://hdl.handle.net/10071/18145
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Title: Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
Authors: Santos, N.
Laureano, R. M. S.
Martins, S.
Pereira, J.
Keywords: Fundraising
Donations
Nonprofit
Leigos para o Desenvolvimento
NGDO
Issue Date: 2016
Publisher: Grupo de Investigación en Marketing e Investigación Operativa
Abstract: Leigos para o Desenvolvimento is a Non-Governmental Development Organization whose activity began in 1986 and has come to feel the need to increase the organization's marketing. However, in order to be able to apply the techniques of marketing to the tertiary sector, it is essential to know the behaviour of donors, for different marketing actions may show different performances and different dynamics in fundraising. The object of this study is to understand the dynamics of fundraising and donors, and thus support the decision making on future marketing actions, either online or offline. Throughout the study, there was confirmed a strong dependence of the donors that donate only once, so using the obtained knowledge that it’s recommended that future marketing campaigns take into account the donor preservation.
Peer reviewed: yes
URI: http://hdl.handle.net/10071/18145
ISSN: 2530-3422
Ciência-IUL: https://ciencia.iscte-iul.pt/id/ci-pub-30929
Appears in Collections:ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica

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