CAUSE-RELATED MARKETING UNDER THE LENS OF FUNDRAISING METHODS

Business Excellence and Management

Andreea-Angela ȘEULEAN (VONȚEA)¹ 

[1] Bucharest University of Economic Studies, Bucharest, Romania ;

关键词: cause-related marketing;    fundraising;    ngo;    donor;    corporate social responsibility;   

DOI  :  

来源: DOAJ

【 摘 要 】

The nonprofit sector and the organizations that define it are characterized by a particular approach. In this regard, NGOs’ overall activity is strongly influenced by their ability of financing it through a generous palette of fundraising methods. The current paper is centered on one of the most used ones, namely the one of cause-related marketing. In this regard, it could be assumed that it acts as a connecting element between the represented social cause and the financial support that could be obtained through financial means from a corporate entity that decides to integrate its own brand image. Moreover, given the fact that it is transaction-based, the fundraising method under discussion requires the presence of a third-party, namely the one of the consumer that decides to support the social cause represented by the nonprofit organization that involves itself in such a mutually beneficial program.

【 授权许可】

Unknown