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1 – 1 of 1Nawal Farhat Aguilar and Zaza Nadja Lee Hansen
Research has shown that non-governmental organizations (NGOs) often fail to appreciate that in their market, donors represent clients. Moreover, the unstable income…
Abstract
Purpose
Research has shown that non-governmental organizations (NGOs) often fail to appreciate that in their market, donors represent clients. Moreover, the unstable income characteristics of NGOs emphasize the importance of conducting market analysis specific to such organizations. The purpose of this paper is to identify key factors that influence fundraising success for mental health NGOs and determine the most advantageous fundraising approach based on a mixed-methods study that encompass a literature review, two surveys and a case study.
Design/methodology/approach
Based on a structured literature review, the most important factors affecting NGO fundraising are unified into a decision-making framework. This framework is tested using a triangulation approach by combining quantitative and qualitative methods. The former based on a general survey and the latter based on a case study.
Findings
The results highlight 15 key factors determining the optimal approach for mental health NGOs when fundraising in Denmark.
Practical implications
The decision-making framework can be used to assess the most advantageous fundraising approach based on a variety of internal and external circumstances.
Originality/value
While private firms develop exhaustive market analyses, NGOs often lack analyses to cope with fluctuating environments and changing customer needs. This paper addresses this gap by identifying key factors that determine an optimal fundraising approach and proposes a novel decision-making framework for practitioners.
Details