University of Twente Student Theses
Exploring retention strategies : A study on the use of online and offline communication channels and various donation solicitation appeals on donor retention.
Beverdam, T. (2024) Exploring retention strategies : A study on the use of online and offline communication channels and various donation solicitation appeals on donor retention.
|
PDF
628kB |
| Abstract: | Nonprofits face ongoing challenges in effectively engaging and retaining donors, yet research often falls short in providing guidance on communication strategies. This study explores the usage of on- and offline communication channels as well as various donation appeals in the context of donor retention. This qualitative study, based on semi-structured interviews with 16 representatives from 14 nonprofits across sectors like animal welfare, health, and education, explores how communication strategies are used throughout the donor journey. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/102933 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page