Cet article a pour objectif d’explorer deux stratégies pouvant répondre au problème d’arrivée à maturité du «marché» de la collecte de fonds dans le secteur associatif : rajeunir la cible visée et changer d’outil marketing. Après une revue de littérature, il présente les...

This dissertation falls within the scope of social marketing. The aim is to analyze the effects of guilt induction in fundraising campaigns. After a literature review on charitable giving and guilt in marketing, psychology and social sciences, we focus on guilt triggering, on stimulus intensity...

Guilt is a common emotion used by charities in their fundraising mailings. But is it effective to trigger guilt at the receiver in order to support a cause? This communication aims to identify what are the emotionnal, cognitive and behavioral responses of the receivers of guilt messages. To this...

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...

Planificarea de marketing reprezinta una dintre cele mai importante responsabilitati in managementul unei organizatii. Alaturi de planul de marketing, planificarea orienteaza viziunea unei organizatii dinspre exterior spre interior. Dezvoltarea Internetului a determinat numeroase schimbari in...

To charitable organizations, catalogue mail order firms offer an opportunity to expand both database and revenue. But an offer must be made very carefully since motivation for a donation (altruistic) seems incompatible with that of a purchase (economic). This research is designed to study the...

Comment motiver les bénévoles ? Comment faire connaître une association ? Comment collecter des fonds auprès des particuliers ? Comment établir des partenariats avec les entreprises ? Comment mener des campagnes de communication efficaces ? Cet ouvrage de référence présente l'ensemble...

This study examined the communication effects of smoking cessation by using message framing (positive messages/negative messages) and audience situation (smoker/nonsmoker and high/low self-efficacy). The study used 207 valid homogeneous subjects and a between-subject experiment method was...