Improving Campaign Success Rate by Tailoring Donation Requests along the Donor Lifecycle

Journal of Interactive Marketing

Volumn 25, Issue 1, 2011, Pages 51-63

  Verhaert, Griet Alice ^a   Van den Poel, Dirk ^a  

^a GHENT UNIVERSITY   (Belgium)

Author keywords

Acquisition; Charitable fundraising; Direct mail; Reactivation; Retention; Social comparison; Suggested donation amount

Indexed keywords

EID: 79551589464     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2010.09.001     Document Type: Article

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