Donor Upgrading Strategies: Deepening Nonprofit Organizations Relationships with Donors

Christian Scherhag; Silke Boenigk; Meikel Soliman

doi:10.1007/978-3-658-28672-9_30

Donor Upgrading Strategies: Deepening Nonprofit Organizations Relationships with Donors

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research

Authors

Christian Scherhag
Silke Boenigk
Meikel Soliman

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 language	English
Title of host publication	Perspektiven des Dienstleistungsmanagements : Aus Sicht von Forschung und Praxis
Editors	Stefan Roth, Chris Horbel, Bastian Popp
Number of pages	21
Place of Publication	Berlin
Publisher	Gabler Verlag
Publication date	10.2020
Edition	1
Pages	593-613
ISBN (print)	978-3-658-28671-2
ISBN (electronic)	978-3-658-28672-9
DOIs	https://doi.org/10.1007/978-3-658-28672-9_30
Publication status	Published - 10.2020
Externally published	Yes

Research areas

Management studies

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