Donor Upgrading Strategies: Deepening Nonprofit Organizations Relationships with Donors

Research output: Contributions to collected editions/worksContributions to collected editions/anthologiesResearch

Authors

In service management, research on customer upgrading strategies that intend to expand the relationship and foster co-creation of value have a long tradition. Service membership models that contain upgrade strategies could for example be found in fitness clubs, airline clubs, or membership programs of public services such as zoos. Upgrade strategies in nonprofit organizations, however, are not very common in practice, and also under researched. Against this background two research gaps are identified and addressed. First, who should be asked for an upgrade? Some members are perhaps interested in an upgrade, others are not. Knowledge on specific member characteristics that show that an individual is interested in an upgrade are missing. Second, most of the previous studies focused on marketing actions that are able to influence members intentions to upgrade and did not study real member behavior. Hence, how can nonprofit membership associations identify members with a high probability for upgrading behavior?
Original languageEnglish
Title of host publicationPerspektiven des Dienstleistungsmanagements : Aus Sicht von Forschung und Praxis
EditorsStefan Roth, Chris Horbel, Bastian Popp
Number of pages21
Place of PublicationBerlin
PublisherGabler Verlag
Publication date10.2020
Edition1
Pages593-613
ISBN (print)978-3-658-28671-2
ISBN (electronic)978-3-658-28672-9
DOIs
Publication statusPublished - 10.2020
Externally publishedYes

Recently viewed

Publications

  1. The Social Case as a Business Case
  2. Performing the Digital
  3. Phantasmal Spaces
  4. What is Social Learning?
  5. NFDI4DS Gateway and Portal
  6. Application of Machine Learning on Transport Spot Rate Prediction In the Recycling Industry
  7. Narrative approach to futures
  8. Constructing the European Space Policy
  9. Mediengestütze Elternarbeit - ein Überblick
  10. Europarat
  11. Small Input Devices Used by the Elderly -
  12. From fun to gun
  13. Smartphone = Smart Learning? Englischlernen per App und Co.
  14. Heaven and Earth – Cloud and Territory in the Internet
  15. How to Induce an Error Management Climate
  16. Qualifizierung von MathematiktutorInnen im LIMA-Projekt.
  17. Thesaurieren
  18. Sustainability Reporting Guidelines 2002
  19. Alteration of share capital
  20. Investigating Junior High School Students' Length Estimation Ability and Strategies
  21. Ansatzkonzeptionen
  22. Decoding media images of political leaders
  23. Rainer Geißler, Horst Pöttker: Medien und Integration in Nordamerika
  24. Thermodynamics of waste generation
  25. Participation of Adolescents in the Development of a Smartphone App-based Intervention to Promote the Health Literacy
  26. Erratum zu
  27. Individuelle oder kollektive Unternehmensführung?
  28. Konstruktive Maßnahmen zur Reduzierung der Haftreibung in tribologischen Systemen
  29. Key experiences of volunteers in Refugee Aid
  30. Der Oligarch
  31. Ethik und Nachhaltigkeit.
  32. Physical Attractiveness, Employment, and Wages
  33. Ansatzpunkte für ein systematisches Beschäftigungsmanagement
  34. Medien(t)räume
  35. Versuch über die Wölbung
  36. Gründen hacken
  37. Environmental Cost Accounting
  38. Fußballvereine hacken
  39. Therapeutic Drug Monitoring of Antifungal Agents in Hematological Patients