Catch them if you can : the effect of reminder direct mailings on the return rate of first-time donors
| Autor: | Sigrun Leipnitz, Larissa M. Sundermann |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Rate of return Interactive marketing business.industry 05 social sciences education Advertising Frequency Reminder direct mailing Marketing mix 0506 political science Field experiment 361.763: Gemeinnützige Organisationen (NPO) Nonprofit management Direct marketing Blood donations Donation 0502 economics and business 050602 political science & public administration Hierarchical binary logistic regression 050211 marketing business health care economics and organizations |
| DOI: | 10.21256/zhaw-4934 |
| Popis: | Despite the relevance of interactive marketing strategies, most nonprofit organizations rely on a marketing mix with a focus on direct marketing. Previous research shows that, by optimizing the mailing frequency, organizations are able to distinguish their mailing from other mailings that donors receive. However, some organizations, such as blood services, struggle to convert the frequency recommendations into their marketing practice. As donation events occur irregularly and blood donors are only able to donate a certain number of times, mailing strategies have to result in blood donations. This study examines a strategy in which a reminder direct mailing follows the regular invitation a few days before a particular donation event. A field experiment was conducted with 396 donors; 203 received the double mailing. Surprisingly, the results from hierarchical binary logistic regressions do not reveal any differences between the experimental groups. A single direct mailing approach is recommended, leading to considerable cost savings. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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