Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO

Bibliographic Details
Main Author: Santos, N.
Publication Date: 2016
Other Authors: Laureano, R. M. S., Martins, S., Pereira, J.
Format: Article
Language: eng
Source: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Download full: http://hdl.handle.net/10071/18145
Summary: Leigos para o Desenvolvimento is a Non-Governmental Development Organization whose activity began in 1986 and has come to feel the need to increase the organization's marketing. However, in order to be able to apply the techniques of marketing to the tertiary sector, it is essential to know the behaviour of donors, for different marketing actions may show different performances and different dynamics in fundraising. The object of this study is to understand the dynamics of fundraising and donors, and thus support the decision making on future marketing actions, either online or offline. Throughout the study, there was confirmed a strong dependence of the donors that donate only once, so using the obtained knowledge that it’s recommended that future marketing campaigns take into account the donor preservation.
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spelling Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDOFundraisingDonationsNonprofitLeigos para o DesenvolvimentoNGDOLeigos para o Desenvolvimento is a Non-Governmental Development Organization whose activity began in 1986 and has come to feel the need to increase the organization's marketing. However, in order to be able to apply the techniques of marketing to the tertiary sector, it is essential to know the behaviour of donors, for different marketing actions may show different performances and different dynamics in fundraising. The object of this study is to understand the dynamics of fundraising and donors, and thus support the decision making on future marketing actions, either online or offline. Throughout the study, there was confirmed a strong dependence of the donors that donate only once, so using the obtained knowledge that it’s recommended that future marketing campaigns take into account the donor preservation.Grupo de Investigación en Marketing e Investigación Operativa2019-05-24T14:43:41Z2016-01-01T00:00:00Z20162019-05-24T15:43:28Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/18145eng2530-3422Santos, N.Laureano, R. M. S.Martins, S.Pereira, J.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:01:21Zoai:repositorio.iscte-iul.pt:10071/18145Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:32:49.577364Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
title Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
spellingShingle Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
Santos, N.
Fundraising
Donations
Nonprofit
Leigos para o Desenvolvimento
NGDO
title_short Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
title_full Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
title_fullStr Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
title_full_unstemmed Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
title_sort Leigos para o Desenvolvimento: fundraising dynamics and development of donor’s loyalty in a NGDO
author Santos, N.
author_facet Santos, N.
Laureano, R. M. S.
Martins, S.
Pereira, J.
author_role author
author2 Laureano, R. M. S.
Martins, S.
Pereira, J.
author2_role author
author
author
dc.contributor.author.fl_str_mv Santos, N.
Laureano, R. M. S.
Martins, S.
Pereira, J.
dc.subject.por.fl_str_mv Fundraising
Donations
Nonprofit
Leigos para o Desenvolvimento
NGDO
topic Fundraising
Donations
Nonprofit
Leigos para o Desenvolvimento
NGDO
description Leigos para o Desenvolvimento is a Non-Governmental Development Organization whose activity began in 1986 and has come to feel the need to increase the organization's marketing. However, in order to be able to apply the techniques of marketing to the tertiary sector, it is essential to know the behaviour of donors, for different marketing actions may show different performances and different dynamics in fundraising. The object of this study is to understand the dynamics of fundraising and donors, and thus support the decision making on future marketing actions, either online or offline. Throughout the study, there was confirmed a strong dependence of the donors that donate only once, so using the obtained knowledge that it’s recommended that future marketing campaigns take into account the donor preservation.
publishDate 2016
dc.date.none.fl_str_mv 2016-01-01T00:00:00Z
2016
2019-05-24T14:43:41Z
2019-05-24T15:43:28Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/18145
url http://hdl.handle.net/10071/18145
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2530-3422
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dc.publisher.none.fl_str_mv Grupo de Investigación en Marketing e Investigación Operativa
publisher.none.fl_str_mv Grupo de Investigación en Marketing e Investigación Operativa
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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