Fundraising for non-profit organizations as a business in Finland : effective business and marketing planning

Abstract

This thesis aims to deliver a wider understanding of fundraising as a business in Finland. Fundraising has long been associated with being nonprofit, but in reality, most organizations need the help of for-profit organizations to maximize their efforts and continue carrying on projects. This is where fundraising companies and agencies come in handy, they dedicate their time and efforts for the fundraising process while the organization focuses on the main missions and goals.

pursuing fundraising as a business might be unfamiliar to many, and in fact, it doesn’t exist in many countries. However, this is a type of activity that is already present in Finland and many companies have succeeded in promoting and securing support for both local and international organizations. This thesis presents theories on the fundamentals and principles of fundraising, combined with marketing concepts and practices related to fundraising.

The last part of this thesis researches the factors that influence a Finnish donor’s decision to donate, with the intention to understand the main points to focus on when practicing fundraising in Finland. Such factors include the cause that the organization is advocating for, the impact of the organization and the effectiveness of the management process within the organization. To conclude everything, the thesis covers points of view of the organizations, the marketing fundraising company and the donors.