An IMC Approach to Building Trust Among Nonprofit Donors

Author

Catherine A. RomaineFollow

Date of Award

Spring 4-28-2023

Document Type

Undergraduate Thesis

Department

Integrated Marketing Communication

First Advisor

Christina Sparks

Second Advisor

Jody Holland

Third Advisor

Eun-Kyong Choi

Relational Format

Dissertation/Thesis

Abstract

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including relevancy, communication, transparency, and credibility. Qualitative and quantitative research methods were used to gain further insight into donor motivations and behavior. Interviews were conducted to understand the reasoning behind donor selection and the processes of marketing from those who work at nonprofit organizations. A survey was also conducted to analyze patterns among donors and their motivations. The survey results included 509 collected respondents.

The research findings indicate that trust and transparency are the key factors in building support and revenue from donations. Targeted marketing efforts to a variety of audiences can also positively increase support. Ultimately, the thesis argues that nonprofit marketing plays a crucial role in attaining and maintaining donors, ultimately gaining the trust of their supporters and succeeding in overall organizational goals.

Recommended Citation

Romaine, Catherine A., "An IMC Approach to Building Trust Among Nonprofit Donors" (2023). Honors Theses. 2886.
https://egrove.olemiss.edu/hon_thesis/2886

Accessibility Status

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