Abstract
The support of initiators during an online fundraiser and the retention of fundraiser donors afterwards are crucial for the success of the donation product. Good support contributes to the smooth and successful running of an online fundraiser. In addition, the initiator feels valued by the organization. His trust in the organisation is likely to increase. Good retention of fundraiser donors means that an organization gains new long-term supporters.
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References
Harken, S. (2018). Anlassspenden-Fundraising – Eine empirische Untersuchung am Beispiel von Online-Spendenaktionen. Unveröffentlichte Master-Thesis, eingereicht am 08.10.2018 an der Fakultät für Angewandte Sozialwissenschaften, Technische Hochschule Köln.
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Harken, S., Hodsman, M. (2022). Support and Retention Through Precisely Tailored Target Group Approach. In: Online Fundraisers. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-38829-4_5
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DOI: https://doi.org/10.1007/978-3-658-38829-4_5
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