Comment faire face à la maturité du marché de la collecte de fonds pour une association de solidarité ? Rajeunir la cible et / ou changer de méthode de collecte ?

Sophie Rieunier (), Gaëlle Boulbry and Camille Chédotal ()
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Sophie Rieunier: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Gaëlle Boulbry: IREJE - UBS - Université de Bretagne Sud
Camille Chédotal: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: This article aimed to examine two possible solutions when a charity reaches the point where donations cease to increase: either revamp the selected goal or change the marketing approach.After an analysis of several publications, this article puts forward the results of two surveys carried out on 884 people. At the end, the limits, implications and methods of research are presented.

Keywords: Social marketing; marketing of non profit organisations; Fundraising; Charity organisations; Donors' characteristics; Marketing social; marketing humanitaire; caractéristiques des donateurs.; collecte de fonds; associations de solidarité; caractéristiques des donateurs (search for similar items in EconPapers)
Date: 2005-05-20
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00170471v1
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Published in Congrès de l'Association Française du Marketing, May 2005, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00170471

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