Tell me why or tell me to whom: Framing charitable solicitations based on political orientation

Soliciting charitable giving is a day-to-day challenge for nonprofit organizations (NPOs); thus, scholars and practitioners are increasingly looking for reliable and practical segmentation variables that NPOs can use to optimize their communication to potential donors. The present research examines...

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Veröffentlicht in:	Recherche et applications en marketing (English edition) 2023-06, Vol.38 (2), p.25-56
Hauptverfasser:	Denis, Etienne, Leclercq, Thomas, Ritondo, Rafaël
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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