The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis

This paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research f...

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Main Author:	Ljiljana Najec Čačija
Format:	Article
Language:	English
Published:	University of Split, Faculty of Economics 2016-12-01
Series:	Management : Journal of Contemporary Management Issues
Online Access:	http://hrcak.srce.hr/file/252670

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spelling	doaj-a8b1b0c0499345f9912a5df5a3bccdae2020-11-24T22:55:23ZengUniversity of Split, Faculty of EconomicsManagement : Journal of Contemporary Management Issues1331-01941846-33632016-12-01212125171232The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysisLjiljana Najec Čačija0University of Split, Faculty of EconomicsThis paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research focusing on Croatian humanitarian organizations and employs the Structural Equation Modeling (SEM) methodology to assess the hypotheses regarding the positive influence of the nonprofit marketing activities on two dimensions of fundraising performance. In addition, the paper discusses and empirically verifies the influence of fundraising feedback on the (re)definition of marketing activities. Implications for nonprofit marketing and management practice(s) are discussed, along with recommendations for future research.http://hrcak.srce.hr/file/252670
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Ljiljana Najec Čačija
spellingShingle	Ljiljana Najec Čačija The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis Management : Journal of Contemporary Management Issues
author_facet	Ljiljana Najec Čačija
author_sort	Ljiljana Najec Čačija
title	The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
title_short	The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
title_full	The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
title_fullStr	The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
title_full_unstemmed	The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
title_sort	nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis
publisher	University of Split, Faculty of Economics
series	Management : Journal of Contemporary Management Issues
issn	1331-0194 1846-3363
publishDate	2016-12-01
description	This paper links the fundraising success of nonprofit organizations to their marketing process. Financial and non-financial dimensions of fundraising performance are included in the study, as to demonstrate both aspects of the intended outcomes. The empirical part of the paper is based on research focusing on Croatian humanitarian organizations and employs the Structural Equation Modeling (SEM) methodology to assess the hypotheses regarding the positive influence of the nonprofit marketing activities on two dimensions of fundraising performance. In addition, the paper discusses and empirically verifies the influence of fundraising feedback on the (re)definition of marketing activities. Implications for nonprofit marketing and management practice(s) are discussed, along with recommendations for future research.
url	http://hrcak.srce.hr/file/252670
work_keys_str_mv	AT ljiljananajeccacija thenonprofitmarketingprocessandfundraisingperformanceofhumanitarianorganizationsempiricalanalysis AT ljiljananajeccacija nonprofitmarketingprocessandfundraisingperformanceofhumanitarianorganizationsempiricalanalysis
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The nonprofit marketing process and fundraising performance of humanitarian organizations: empirical analysis

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