The nonprofit marketing process and fundraising performance of humanitarian organizations : empirical analysis

This paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research focusing on Croatian humanitarian organizations and employs the Structural Equation Modeling (SEM) methodology to assess the hypotheses regarding the positive influence of the nonprofit marketing activities on two dimensions of fundraising performance. In addition, the paper discusses and empirically verifies the influence of fundraising feedback on the (re)definition of marketing activities. Implications for nonprofit marketing and management practice(s) are discussed, along with recommendations for future research.