 Finding Donors by Relationship FundraisingSangkil Moon and Kathryn Azizi Journal of Interactive Marketing, 2013, vol. 27, issue 2, 112-129 Abstract: Our research utilizes revenue–business-based relationships and data to expand the donor bases of non-profit organizations. Fundraisers desire to predict who will donate and how much to allocate their marketing resources effectively. To answer both questions, we develop the Spatial Tobit Type 2 (ST2) model that integrates the auto-Logistic (AL) and auto-Gaussian (AG) models into the Tobit type 2 framework. The AL component is used to predict who is likely to donate by inferring inter-client similarities based on the clients' transaction information from the revenue businesses. Similarly, the AG component is used to predict how much based on a similar measure of inter-client similarities. The Tobit type 2 framework combines both components into the single framework of ST2. Our empirical application linking a veterinary school's medical treatment records to its donation records demonstrates that clients' relationships built through their medical treatments at the school hospital positively contribute to their donation decisions. Keywords: Relationship marketing; Relationship fundraising; Non-profit organization; Spatial model (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:27:y:2013:i:2:p:112-129 DOI: 10.1016/j.intmar.2012.10.002 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
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