| Autor: |
Hyunjung Lee, Kyoungnam Ha, Youngseon Kim |
| Rok vydání: |
2023 |
| Zdroj: |
The Oxford Handbook of Arts and Cultural Management ISBN: 9780197621615 |
| DOI: |
10.1093/oxfordhb/9780197621615.013.27 |
| Popis: |
This chapter outlines the relationship between marketing and fundraising to extend our understanding of this topic and suggest future research directions. Arts and cultural organizations (ACOs) have adopted marketing concepts to enhance their financial viability and organizational performance. Fundraising is an essential part of the activities of ACOs, and understanding the role of marketing in fundraising is vital for practitioners and scholars. It is assumed that marketing plays a crucial role in helping with fundraising outcomes; however, research examining the relationship between marketing and fundraising has been scant. This chapter finds that ACOs have practiced marketing as a task-specific function rather than a holistic strategy, and that a marketing orientation and relationship marketing have been employed for fundraising. Based on these extensive research findings, the analysis suggests ways to take advantage of relationship marketing to emphasize donor retention and diversify the donor base. Finally, the conclusion proposes future research to investigate the effects of marketing strategies on fundraising performance. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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