Consumer Behaviour and Private Donations: The Effect of Marketing Communication and the Reputation of Non-profit Organisations

Abstract

The main goal of this chapter is to determine an optimal communication mix with donors in non-profit organisations within a social marketing concept based on the reputation of an organisation. Each donor or end-user of social services or products fills the role of “non-profit organisation customers”. This relationship is influenced by trust, transparency and communication with public supporters. The case study is conducted using mixed methods based on secondary data (eight well-known concepts will be analysed), and primary data survey based on 87 interviews will be presented to determine the optimal communication strategy to minimise barriers and motivate donors to support selected non-profit projects. Four research questions will be answered, pertaining to: (1) the means of communication by which to share information about donations, (2) which communication channels are negatively ranked by donors, (3) the best concept of the communication mix in case studies, and (4) the worst concept of communication.