Nonprofit Marketing and Fundraising by Roger Bennett

Author:Roger Bennett
Language: eng
Format: epub
Publisher: Taylor and Francis
Published: 2018-07-08T16:00:00+00:00

Text Box 3.1 Research opportunities: relationship marketing

Relationship fundraising has been the subject of extensive investigation. Useful future research in the field could to focus on connections between relationship fundraising and the introduction of new technologies, particularly those connected to Big Data and the latest data mining techniques, as discussed in Chapters 4 and 5. Big Data will facilitate the identification and targeting of high lifetime-value prospective donors and will improve income forecasts, hence helping to plan relationship marketing strategies. Studies of fundraising managers’ knowledge of these new technologies and states of readiness for their application would be worthwhile. Scope remains, moreover, for research into the effectiveness of relationship fundraising vis-à-vis donor retention and levels of giving, and also into the impacts of the annoyance and irritation that materials related to relationship fundraising can cause. Adaptations of pre-existing scales that have already been employed to measure irritation and annoyance in the commercial sector could be useful in assessing the consequences of these emotions among donors to nonprofits.

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