From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
This paper was prepared to identify the variables involved in the decision process of an individual who donates financial resources to nonprofit organizations. To this end a research was developed and applied to donors and non-donors, so that it would be possible to identify the factors involved in the process and from that prepare a model of the donorâ€™s behavior, besides identifying the possible factors responsible for non-donation. In order to reach this objective the following stages were followed: in-depth interviews, preparation of questionnaires, pretest with student samples, factorial analysis to refine the questionnaire and application of the questionnaire with a sample of ex-alumni of the Economy, Business Administration and Accounting Colleges of the University of SÃ£o Paulo. The results, besides indicating a few marketing planning opportunities for nonprofit organizations, allowed the outlining of the donorâ€™s decision process, which encompasses the beginning of the idea do donate, going through the search for information up to the post donation evaluation.
Volume (Year): 1 (2004)
Issue (Month): 1 (January)
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