CAUSE-RELATED MARKETING, FUNDRAISING OPPORTUNITY FOR NGOS

Andreea Angela Vonţea ()
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Andreea Angela Vonţea: Faculty of Marketing, Bucharest University of Economic Studies, Romania

No 50, Social Responsibility, Ethics and Sustainable Business from Bucharest University of Economic Studies

Abstract: Given the relational system that characterizes the interaction with donors, it is important to emphasize the fact that a high performance level with regard to fundraising represents a precondition of managing the NGOs’ activity, considered in its integrality. By its conceptual nature, the paper presents a mutual perspective on the concept of cause-related marketing. Starting from the in-depth analysis of its particularities as operationalization strategy of corporate social responsibility initiatives, a less approached aspect in the specialty literature is founded, namely the major influence this concept can exert over the quantum of funds at the disposal of the organization activating in the non-profit sector. Therefore, it can be concluded that, although the support of a social cause is taken into consideration, two categories of donors intervene acting conjugated ‒ the company and the individual. In consequence, by the purpose which it integrates ‒ to highlight the benefits of using cause-related marketing from the viewpoint of the funds available to NGOs by concertation of actions of the entities involved as donors ‒, the paper opens the way to future research on the basis of approaching social causes as communication platforms.

Keywords: fundraising; cause-related marketing; NGOs; donors; corporate social responsibility (search for similar items in EconPapers)
Date: 2012-10
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Published in Working Papers Series on Social Responsibility, Ethics & Sustainable Business

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http://www.csrconferences.org/RePEc/aes/icsrog/2012/2012_1_054.pdf First version, 2012, October (application/pdf)

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