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Article

Маркетинговый подход к фандрайзингу: теоретический аспект

The article discusses theoretical aspects of marketing approach to fundrasing in nongovernmental organizations. The author analyzes the marketing concept of fundraising, discusses major approaches to its measuring and provides and in-depth account of its major components: collecting information about needs, preferences, motives of donors, distribution of information between employees and departments of an organization, coordinated response  initiated on the basis of this information and providing for planning and realization of marketing programs.​