Nonprofit-Marketing

The social, political, and economic significance of nonprofit organizations, particularly foundations, in Germany is still only partially reflected in business research today. Establishing a long-term relationship with donors is a crucial success factor in the financing policy of nonprofit organizations. The aim of this work is to conceptualize and operationalize the satisfaction of donors and supporters of nonprofit organizations. The scientific framework is based on the concept of customer satisfaction, which is transferred from commercial marketing to nonprofit organizations. The current state of science and practice is outlined. Based on expert interviews, a questionnaire is developed to measure donor satisfaction and is empirically validated through an online survey. The relationships identified in the data analysis can provide insights into the requirements for the relationship between donors and organizations. This book is aimed at students, staff, and decision-makers in fundraising for nonprofit organizations and foundations.