Format:
1 Online-Ressource (133 Seiten)
Edition:
1st ed
ISBN:
9783658388294
Note:
Description based on publisher supplied metadata and other sources
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Intro -- Foreword of the Series Editor -- Contents -- Abbreviations -- List of Figures -- List of Tables -- 1: Introduction -- 2: What Are Online Fundraisers? A Clarification of Terms -- 2.1 Occasion Donations -- 2.2 Fundraisers -- 2.3 Online Fundraisers -- 2.4 What I Have Learned in This Chapter -- References -- 3: Online Fundraisers: An Empirical Overview -- 3.1 Peer-to-Peer Fundraising in the USA and UK -- 3.2 Empirical Investigation Within the Framework of a Master's Thesis -- 3.2.1 Empirical Design of the Study -- 3.2.2 General Results -- 3.3 What I Have Learned in This Chapter -- References -- 4: The Right Marketing Mix for Online Fundraisers -- 4.1 Product Policy -- 4.2 Pricing Policy -- 4.3 Distribution Policy -- 4.3.1 Online Fundraisers on Own Website -- 4.3.1.1 Online Fundraisers on the Website from the Donor's Perspective -- 4.3.1.2 Online Fundraisers on the Website from the Perspective of the Organization -- 4.3.1.3 What I Have Learned in This Section -- 4.3.2 Online Fundraisers on Donation Platforms -- 4.3.2.1 Online Fundraisers on betterplace.org from the Donor's Perspective -- 4.3.2.2 Online Fundraisers on betterplace.org from the Perspective of the Organization -- 4.3.2.3 What I Have Learned in This Section -- 4.3.3 Online Fundraisers on Facebook -- 4.3.3.1 Fundraiser from the Donor's Point of View -- 4.3.3.2 Fundraiser from the Perspective of the Organization -- 4.3.4 What I Have Learned in This Section -- 4.4 Communication Policy -- 4.4.1 Online Channels -- 4.4.1.1 Website -- 4.4.1.2 E-Newsletter -- 4.4.1.3 Social Media -- 4.4.1.4 Search Engines -- 4.4.1.5 Messenger Services -- 4.4.1.6 (Free) Advertisements Online / Display Advertising -- 4.4.1.7 Ads on Facebook -- 4.4.1.8 Influencer Marketing / Advertising with Celebrities -- 4.4.2 Offline Channels
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4.4.2.1 Radio, Television and Cinema Spots -- 4.4.2.2 Editorial Contributions in External Media -- 4.4.2.3 Offline Newsletter and Donor Magazine -- 4.4.2.4 Mailings -- 4.4.2.5 Flyer -- 4.4.2.6 Posters -- 4.4.2.7 Offline (Free) Displays -- 4.4.3 What I Have Learned in This Section -- References -- 5: Support and Retention Through Precisely Tailored Target Group Approach -- 5.1 Support for Initiators -- 5.1.1 Private Individuals -- 5.1.2 School Fundraisers -- 5.1.3 Companies -- 5.1.4 What I Have Learned in This Section -- 5.2 Donor Retention of Fundraiser Donors -- 5.2.1 The Giving Logic of Fundraiser Donors -- 5.2.2 Thanks to Fundraiser Donors -- 5.2.3 Donor Retention of Fundraiser Donors in the Further Course of Events -- 5.2.4 What I Have Learned in This Section -- References -- 6: Management of Online Fundraisers -- 6.1 Analysis -- 6.1.1 SWOT Analysis -- 6.1.2 Analyses of Product Policy -- 6.1.2.1 Analysis of the Target Group Initiators of Online Fundraisers -- 6.1.2.2 Analysis of the Target Group of Fundraiser Donors -- 6.1.2.3 Analysis of the Target Group Initiators of Occasion Donations -- 6.1.3 Analyses of Distribution Policy -- 6.1.4 Analyses of Communication Policy -- 6.1.5 Analysis of Human Resources -- 6.2 Planning -- 6.2.1 Normative Planning -- 6.2.2 Strategic Planning -- 6.2.3 Operational Planning -- 6.3 Controlling -- 6.4 What I Have Learned in This Chapter -- References -- 7: Conclusion: What Is the Potential of Online Fundraisers? -- 7.1 Summary -- 7.2 Outlook
Additional Edition:
Erscheint auch als Druck-Ausgabe Harken, Sonja Online Fundraisers Wiesbaden : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH,c2022 ISBN 9783658388287
Language:
English
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