search query: @indexterm charities / total: 122
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| Author: | Sargeant, A. |
| Title: | Charitable giving: towards a model of donor behavior |
| Journal: | Journal of Marketing Management
1999 : MAY, VOL. 15:4, p. 215-238 |
| Index terms: | MODELS CHARITIES MANAGEMENT |
| Language: | eng |
| Abstract: | The need for the development of a comprehensive model of giving behavior has never been greater. In the UK, the proportion of households electing to support charity is continuing a twenty year decline. This factor, combined with the accompanying and sharp increase in the number of registered charities has contributed to the creation of an ever more hostile fundraising environment. If they are to survive, charities seeking funds from individual donors will have to refine both the quality and targeting of their fundraising campaigns. |
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