Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-4934
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
Published in : Journal of nonprofit & public sector marketing
Pages : 1
Pages to: 19
Publisher / Ed. Institution : Routledge
Issue Date: 2018
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
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.
Departement: Social Work
Organisational Unit: Institute of Management and Social Policy (ISM)
Publication type: Article in scientific Journal
DOI : 10.1080/10495142.2018.1526733
10.21256/zhaw-4934
ISSN: 1049-5142
1540-6997
URI: https://digitalcollection.zhaw.ch/handle/11475/13795
Restricted until : 2020-04-08
Appears in Collections:Publikationen Soziale Arbeit

Files in This Item:
File Description SizeFormat 
2018_Sundermann_Catch_them_if_you_can_Postprint.pdf
  Until 2020-04-08
144.72 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.