This book is intended as a practical guide for (online) fundraisers who would like to implement online fundraising in their organization or are already working with it and would like to expand their knowledge. Numerous best practice examples and empirical findings from an underlying study explain the various management and marketing aspects of the fundraising product. Which distribution and communication channels are suitable? How can the different target groups be addressed precisely? How can initiators and campaign donors be bound for further campaigns? These and other questions are answered comprehensively.

A "need to read" for all fundraisers, fundraising organizations, and NPOs looking to conduct online fundraisers!

Practical guide for online fundraisers Provides best practice examples of successful fundraising campaigns Kick-off for the "Edition Fundraising" series

Autorentext

Sonja Harken researched cause donations and online fundraising in German-speaking countries as part of a Master's thesis at the Technical University of Cologne. She works as a fundraiser for Diakonie Michaelshoven. Martin Hodsman has been in charge of online fundraising campaigns for the alliance "Aktion Deutschland Hilft" for years. Previously, he was responsible for offline collections at the alliance.

Inhalt

What are online fundraisers - A definition.- Online fundraisers - An empirical overview.- The right marketing mix for online fundraisers.- Support and retention through tailored targeting.- Management of online fundraisers.- What is the potential of online fundraisers?.