Fundraising Manual for Individual Donors.
Bossina, Viviane (2015)
Bossina, Viviane
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120319092
https://urn.fi/URN:NBN:fi:amk-2015120319092
Tiivistelmä
This product based thesis explores the link between fundraising and marketing and examines how the use of marketing conventions can benefit the Street Children Empowerment Foundation, the organization this thesis is being done in cooperation with, and their fundraising activities.
The paper aims to accomplish four things: 1. Explain what fundraising is. 2. Explore the importance of building and maintaining relationships in the nonprofit sector, between fund-raisers and their donors, so as to foster loyalty on the part of the contributors and therefore ensure profitability over a long period of time for the organization. 3. Propose the use of the sales process as a guide when aiming to raise funds from individual donors. 4. Create a training manual that incorporates the results of the theoretical research.
The report is structured in such a way that the reader is first introduced to the nonprofit sector, which is the greater context within which the subsequent theories will be applied. This is followed by a presentation of the theoretical framework. This framework consists of three main theories, fundraising, relationship marketing, and the sales process, and thoroughly supports the creation of the final manual.
The thesis concludes with chapters on the manual creation process and its evaluation, as well as a general discussion of the report content and the author’s self-evaluation.
The product part of the thesis will be put at the disposal of interns and volunteers, current and future, working for the commissioning party as a training tool in order for them to familiarize themselves with the topic of fundraising and especially in relation to individual donors.
The paper aims to accomplish four things: 1. Explain what fundraising is. 2. Explore the importance of building and maintaining relationships in the nonprofit sector, between fund-raisers and their donors, so as to foster loyalty on the part of the contributors and therefore ensure profitability over a long period of time for the organization. 3. Propose the use of the sales process as a guide when aiming to raise funds from individual donors. 4. Create a training manual that incorporates the results of the theoretical research.
The report is structured in such a way that the reader is first introduced to the nonprofit sector, which is the greater context within which the subsequent theories will be applied. This is followed by a presentation of the theoretical framework. This framework consists of three main theories, fundraising, relationship marketing, and the sales process, and thoroughly supports the creation of the final manual.
The thesis concludes with chapters on the manual creation process and its evaluation, as well as a general discussion of the report content and the author’s self-evaluation.
The product part of the thesis will be put at the disposal of interns and volunteers, current and future, working for the commissioning party as a training tool in order for them to familiarize themselves with the topic of fundraising and especially in relation to individual donors.