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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
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