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Marktforschung im Fundraising am Beispiel des WWF Deutschland

In: Handbuch Fundraising

Author

Listed:
  • Ricarda Raths

    (WWF Germany)

  • Tom Neukirchen

    (Fundgiver – Social Marketing GmbH)

Abstract

Zusammenfassung Marktforschung, (Panel-)Befragungen und persönliche Interviews helfen Nonprofit-Organisationen dabei, ihre Spenderorientierung zu erhöhen. Dadurch wird das Fundraising erfolgreicher und nachhaltiger. Die verbreitetste Form der Marktforschung von Nonprofit-Organisationen ist, ihre gestützte und ungestützte Bekanntheit sowie das Image abzufragen. Weniger verbreitet, aber vom WWF genutzt ist, finanzielle Angaben zum Spendenverhalten mit politischem Engagement zu verbinden, um relevante Zielgruppendifferenzen im Marketing-Funnel besser abzubilden. Data-Mining leistet ebenfalls einen Beitrag zur Spenderorientierung, etwa das bisherige Spendenverhalten oder Kommunikationswege, aber auch z. B. Name, Adresse und Geschlecht, Bankverbindung, die Rückschlüsse auf Alter und andere soziodemografische Merkmale erlauben.

Suggested Citation

  • Ricarda Raths & Tom Neukirchen, 2024. "Marktforschung im Fundraising am Beispiel des WWF Deutschland," Springer Books, in: Michael Urselmann (ed.), Handbuch Fundraising, edition 3, pages 615-634, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33765-0_45
    DOI: 10.1007/978-3-658-33765-0_45
    as

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