Donor Upgrading Strategies: Deepening Nonprofit Organizations Relationships with Donors
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research
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Perspektiven des Dienstleistungsmanagements: Aus Sicht von Forschung und Praxis. ed. / Stefan Roth; Chris Horbel; Bastian Popp. 1. ed. Berlin: Gabler Verlag, 2020. p. 593-613.
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research
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TY - CHAP
T1 - Donor Upgrading Strategies
T2 - Deepening Nonprofit Organizations Relationships with Donors
AU - Scherhag, Christian
AU - Boenigk, Silke
AU - Soliman, Meikel
PY - 2020/10
Y1 - 2020/10
N2 - 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?
AB - 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?
KW - Management studies
U2 - 10.1007/978-3-658-28672-9_30
DO - 10.1007/978-3-658-28672-9_30
M3 - Contributions to collected editions/anthologies
SN - 978-3-658-28671-2
SP - 593
EP - 613
BT - Perspektiven des Dienstleistungsmanagements
A2 - Roth, Stefan
A2 - Horbel, Chris
A2 - Popp, Bastian
PB - Gabler Verlag
CY - Berlin
ER -