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| Tekijä: | Bennett, R. Savani, S. |
| Otsikko: | Sources of new ideas for charity fundraising: an empirical study |
| Lehti: | Creativity and innovation management
2011 : JUN, VOL. 20:2, p. 121-138 |
| Asiasana: | fund-raising charities marketing gifts creativity United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | Hard competition in the UK charity fundraising market and the nearly continuous requirement for charities to acquire new supporters, reactivate lapsed donors and attract first time donors to make further gifts has caused charities needing repeatedly to execute novel fundraising campaigns. The beginning for an innovative campaign is an idea or set of ideas attracting public attention, differentiate a charity from other organizations in the field and distinguish the charity's current marketing activities from prior ones. An essential but neglected issue in the charity idea creation field is the question of where and how fundraising organizations create their ideas for new campaigns. This empirical research identified (i) the major sources of fresh fundraising ideas employed by a sample of 417 British charities, and (ii) certain antecedents of the use of various source categories by charities. Potential relations between particular types of idea source and managerial satisfaction with both the creative quality of the new ideas and the financial revenues these ideas will create were also investigated. |
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