Building Donor Relationships: An Investigation into the Use of Relationship and Database Marketing by Charity Fundraisers

Weir Laura and Hibbert Sally

The Service Industries Journal, 2000, vol. 20, issue 2, 114-132

Abstract: The Paper reports empirical research into the use of fund - raising databases by UK Charities. The findings suggest that using a fund - raising database is not enough, by and of itself, to improve effectiveness in building donor loyalty. Rather, relationship and effectiveness in building donor loyalty. Rather, relationship and databasse marketing principles need to be applied in the use of the database to achieve greater loyalty from the charity's donors.

Date: 2000
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:20:y:2000:i:2:p:114-132

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DOI: 10.1080/02642060000000023

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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