Journal of Marketing Vol. 85 No. 3 2021
Managing Members, Donors, and Member-Donors for Effective Nonprofit Fundraising
Abstract
Nonprofit organizations (NPOs) play a central role in many economies in the form of private entities serving a public purpose. Strengthening the fundraising capabilities of NPOs can have a large impact on their survival and effective functioning. NPOs typically elicit financial contributions through multiple forms of giving, such as donation and membership. These options enable individuals to express their altruism by giving in one or multiple forms. The authors develop a utility-based multiple discrete-continuous model that provides insights into potentially large differences in individuals’ giving behaviors. Through Bayesian Gaussian processes, the model also incorporates changes in givers’ preferences for forms of giving. The authors apply their model to five years of individual giving data. They find that the effects of lifetime, recency, seasonality, and appeals on donation and membership options change nonmonotonically over time and in distinctive ways. The authors demonstrate that the model estimates help predict who will give in more than one form in the future as well as build appeal targeting strategies. The model also shows that fundraising attempts should emphasize participation rather than amount, and that long-lapsed members are still worth pursuing for renewal, whereas long-lapsed donors are less productive for repeat giving.
- DOI
- 10.1177/0022242921994587
- Volume
- 85
- Issue
- 3
- Pages
- 220-239
- Language
- en
- Sources
- bibtex:phds-export.bib openalex crossref