文章基本信息

标题：The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
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作者：Najev Čačija, Ljiljana
期刊名称：Management - Journal of Contemporary Management Issues
印刷版ISSN：1331-0194
电子版ISSN：1846-3363
出版年度：2016
卷号：21
期号：2
页码：1-25
语种：English
出版社：University of Split, Faculty of Economics
摘要：This paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research focusing on Croatian humanitarian organizations and employs the Structural Equation Modeling (SEM) methodology to assess the hypotheses regarding the positive influence of the nonprofit marketing activities on two dimensions of fundraising performance. In addition, the paper discusses and empirically verifies the influence of fundraising feedback on the (re)definition of marketing activities. Implications for nonprofit marketing and management practice(s) are discussed, along with recommendations for future research.
关键词：Nonprofit marketing process; Management; Fundraising performance; Humanitarian organizations; Croatia