With well over 250,000 registered UK charities vying to attract generosity, fund‐raising has become a fiercely competitive and professional activity. This article empirically analyses the popularity of different fund‐raising techniques and shows that specific fund‐raising methods are preferred by distinct market segments. The managerial implications for fund‐raising strategies are outlined and suggestions for future research are made.
Schlegelmilch, B.B. and Tynan, A.C. (1989), "Market Segment‐oriented Fund‐Raising Strategies: An Empirical Analysis", Marketing Intelligence & Planning, Vol. 7 No. 11/12, pp. 16-24. https://doi.org/10.1108/EUM0000000001065Download as .RIS
MCB UP Ltd
Copyright © 1989, MCB UP Limited