Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle

Sophie Rieunier () and Géraldine Michel ()
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Sophie Rieunier: IAE Paris - Sorbonne Business School, GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Géraldine Michel: IAE Paris - Sorbonne Business School, GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School

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Abstract: The legacy marketing: from the legitimacy of "immortality offer" to the relationship management Charities, universities and cultural institutions have greater and greater financial need and less and less public funding. Fundraising has thus become fundamental to their survival. The purpose of this article is to analyse the marketing of bequests through "face to face" interviews with fundraisers specialized in planned giving. In particular, this research shows the determining roles of legitimacy to "propose immortality" and the importance of the relationship formed between the organisation and the potential donor. Finally, the organisational and ethical implications of bequests are identified.

Keywords: Bequest; Giving; Legacy; Customer Relationship Management; Fundraising.; donateurs; don; legs; marketing relationnel; collecte de fonds. (search for similar items in EconPapers)
Date: 2013-03
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Published in Décisions Marketing, 2013, 69, pp.61-75. ⟨10.7193/DM.069.61.75⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02397449

DOI: 10.7193/DM.069.61.75

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