DOI: 10.5176/2010-4804_2.4.277
Authors: C. Aldamiz-echevarría and M.S. Aguirre-Garcia
Abstract:
NGOs need a thorough knowledge of the donor decision process in order to be successful in their strategies for raising awareness and fundraising. In this paper, we focus on particular types of nonprofit organizations: those whose aims are to contribute to the advancement of developing countries and, specifically, those trying to raise awareness of their situation and obtain funds in Spain. The model we propose is the result of the study of bibliography, the authors’ experiences in the last 25 years in over 15 NGOs with different levels of responsibility, and a study conducted by Salvetti & Llombart for the Spanish Association of Fundraising, consisting of 1.437 on-line interviews with donors, high and low potential donors, as well as non-donors. The interviews took place in December 2010 to February 2011.
Keywords: Donor behavior, NPO, NGDO, social marketing
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