IDEAS home Printed from https://ideas.repec.org/p/aes/icsrog/wpaper50.html
   My bibliography  Save this paper

Cause-Related Marketing, Fundraising Opportunity For Ngos

Author

Listed:
  • Andreea Angela Vonţea

    (Faculty of Marketing, Bucharest University of Economic Studies, Romania)

Abstract

Given the relational system that characterizes the interaction with donors, it is important to emphasize the fact that a high performance level with regard to fundraising represents a precondition of managing the NGOs’ activity, considered in its integrality. By its conceptual nature, the paper presents a mutual perspective on the concept of cause-related marketing. Starting from the in-depth analysis of its particularities as operationalization strategy of corporate social responsibility initiatives, a less approached aspect in the specialty literature is founded, namely the major influence this concept can exert over the quantum of funds at the disposal of the organization activating in the non-profit sector. Therefore, it can be concluded that, although the support of a social cause is taken into consideration, two categories of donors intervene acting conjugated ‒ the company and the individual. In consequence, by the purpose which it integrates ‒ to highlight the benefits of using cause-related marketing from the viewpoint of the funds available to NGOs by concertation of actions of the entities involved as donors ‒, the paper opens the way to future research on the basis of approaching social causes as communication platforms.

Suggested Citation

  • Andreea Angela Vonţea, 2012. "Cause-Related Marketing, Fundraising Opportunity For Ngos," Social Responsibility, Ethics and Sustainable Business 50, Bucharest University of Economic Studies.
  • Handle: RePEc:aes:icsrog:wpaper:50
    as

    Download full text from publisher

    File URL: http://www.csrconferences.org/RePEc/aes/icsrog/2012/2012_1_054.pdf
    File Function: First version, 2012, October
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icsrog:wpaper:50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.