Modeling contribution behavior in fundraising: Segmentation analysis for a public broadcasting station

Elizabeth J. Durango-Cohen

European Journal of Operational Research, 2013, vol. 227, issue 3, 538-551

Abstract: Funding pressures have forced many not-for-profit organizations to reduce their reliance on mass-marketing efforts, e.g., pledge drives, and increase the volume and sophistication of their direct marketing activities. The efficiency of direct marketing, however, is linked to an organization’s ability to target population segments effectively, which, in turn, has motivated the development of methodological approaches for market segmentation.

Keywords: Marketing; Segmentation analysis; Fundraising; Not-for-profit organizations; Finite-mixture models; Expectation–maximization algorithm (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:227:y:2013:i:3:p:538-551

DOI: 10.1016/j.ejor.2013.01.008

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