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.
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| 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, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/102935 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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