Online fundraising for NPOs via email marketing – A critical success factors analysis in Germany, Austria, and Switzerland

Abstract This study aims to empirically determine success factors in the email marketing as a sub-discipline of online fundraising of nonprofit organizations (NPOs). Hereby, it responds to the gap of knowledge as existing research has not in detail touched nonprofit email marketing. To explore succe...

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Veröffentlicht in:	International review on public and nonprofit marketing 2024-06, Vol.21 (2), p.511-538
Hauptverfasser:	Harken, Sonja, Mertins, Vanessa, Urselmann, Michael
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Critical success factor analysis Digital fundraising Email marketing Fund raising Importance-performance map analysis Marketing Nonprofit marketing Nonprofit organizations Online fundraising Original Article Structural equation model Success factors
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