Authors : Nikhil Prasad

Volume/Issue : Volume 9 - 2024, Issue 8 - August

Google Scholar : https://tinyurl.com/mpht2rfn

Scribd : https://tinyurl.com/43wzbrrv

DOI : https://doi.org/10.38124/ijisrt/IJISRT24AUG214

Abstract : This study investigates the effectiveness of three distinct fundraising strategies—push, pull, and direct marketing—in non-profit organizations, with a focus on entities based in Washington D.C. A literature review highlights the significance of these strategies, noting that push marketing is often favored for generating initial awareness, while direct marketing excels in targeted outreach, and pull marketing is beneficial for building long-term engagement. To empirically assess these methods, a survey was conducted with 25 non-profit organizations to examine the prevalence and success of each strategy. The chi-squared test revealed that push marketing, often combined with direct methods, was the most prevalent and effective approach among the organizations surveyed, aligning with previous research indicating its superior efficacy in fundraising. The findings suggest that nonprofits in Washington D.C. prefer a mixed strategy approach to maximize fundraising success. This study contributes to the understanding of fundraising tactics, demonstrating the importance of selecting and combining marketing strategies based on organizational goals and target audiences.

Keywords : Effectiveness, Fundraising Strategies, Push Marketing, Pull Marketing, Direct marketing, Non-Profit Organizations, Washington D.C., Literature Review, Initial Awareness, Targeted Outreach, Long-Term Engagement, Survey, Prevalence, Success, Chi-Squared Test, Mixed Strategy Approach, Fundraising Success, Organizational Goals, Target Audiences.

References :

1. Study 1: Johnson et al. (2018)
2. Johnson, A., Smith, B., & Davis, C. (2018). The impact of social media marketing on nonprofit fundraising: A mixed-methods study. Nonprofit Marketing and Fundraising Journal, 22(4), 301-318.
3. Study 2: Patel and Khan (2017)
4. Patel, R., & Khan, S. (2017). Cause-related marketing campaigns and their impact on humanitarian fundraising: A case study analysis. Journal of Philanthropy and Corporate Social Responsibility, 15(2), 135-150.
5. Study 3: Lee et al. (2019)
6. Lee, M., Brown, L., & Turner, S. (2019). Personalization in fundraising emails: Effects on donor response and contributions. Journal of Nonprofit Marketing, 25(3), 247-265.
7. Kotler and Armstrong (2010): Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Prentice Hall.
8. Kumar and Reinartz (2016): Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68.
9. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education
10. Salido-Andres, N., Rey-Garcia, M., Alvarez-Gonzalez, L. I., & Vazquez-Casielles, R. (2022). When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes