Comment faire face à la maturité du marché de la collecte de fonds pour une association de solidarité ?
This article examines two possible solutions when a charity reaches the point where donations cease to increase: either rejuvenate the target population or use different marketing tools. Following a review of the literature, this article presents the results of two surveys carried out on 884 people. Finally, the limits, implications and methods of research are presented.
Year of publication: |
2005-05
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Authors: | Rieunier, Sophie ; Chédotal, Camille ; Boulbry, Gaëlle |
Institutions: | Université Paris-Dauphine (Paris IX) |
Subject: | marketing social | marketing humanitaire | collecte de fonds | associations de solidarité | caractéristiques des donateurs | Social marketing | marketing of non profit organisations | Fundraising | Charity organisations | Donors’ characteristics |
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