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| Author: | Bennett, R. |
| Title: | The use of marketing metrics by British fundraising charities: a survey of current practice. |
| Journal: | Journal of Marketing Management
2007 : VOL. 23:9-10 |
| Index terms: | charities marketing performance appraisal accountability non-profit organizations marketing profitability |
| Freeterms: | marketing metrics |
| Language: | eng |
| Abstract: | There is a lack of knowledge on how British fundraising charities measure the consequences of their marketing work. This paper aims at empirically identifying four aspects of marketing performance measurement: 1) most commonly used marketing metrics among UK charity organisations, 2) metrics regarded most useful, 3) which metrics are presented to senior management, 4) which metrics were seen as most important when making decisions for increases in marketing budgets. The study develops a model to explain the use of various metrics. To begin with, all charities in the sample used at least some basic metrics. One fifth of the charities used a wide range of measures. The most important factors affecting the use of metrics were prior investment in marketing, the magnitudes and formality of planning systems, donor and competitor orientations, accountability demanded by top management, availability of resources, and the academic qualification of marketing staff. |
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