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Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Catch them if you can : the effect of reminder direct mailings on the return rate of first-time donors
Authors: Sundermann, Larissa M.
Leipnitz, Sigrun
DOI: 10.21256/zhaw-4934
Published in: Journal of Nonprofit & Public Sector Marketing
Pages: 1
Pages to: 19
Issue Date: 2018
Publisher / Ed. Institution: Routledge
ISSN: 1049-5142
Language: English
Subjects: Direct marketing; Reminder direct mailing; Frequency; Nonprofit management; Field experiment; Hierarchical binary logistic regression
Subject (DDC): 361.763: Nonprofit organization
Abstract: Despite the relevance of interactive marketing strategies, most nonprofit organizations rely on a marketing mix with a focus on direct marketing. Previous research shows that, by optimizing the mailing frequency, organizations are able to distinguish their mailing from other mailings that donors receive. However, some organizations, such as blood services, struggle to convert the frequency recommendations into their marketing practice. As donation events occur irregularly and blood donors are only able to donate a certain number of times, mailing strategies have to result in blood donations. This study examines a strategy in which a reminder direct mailing follows the regular invitation a few days before a particular donation event. A field experiment was conducted with 396 donors; 203 received the double mailing. Surprisingly, the results from hierarchical binary logistic regressions do not reveal any differences between the experimental groups. A single direct mailing approach is recommended, leading to considerable cost savings.
Fulltext version: Accepted version
License (according to publishing contract): Licence according to publishing contract
Restricted until: 2020-04-08
Departement: Social Work
Organisational Unit: Institute of Management and Social Policy (ISM)
Appears in Collections:Publikationen Soziale Arbeit

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