Non Profit Marketing

The value of volunteers to society is unquestionable. Understanding volunteer's motivations has been regularly recognised by researchers and administrators as a valuable component of volunteer's management. However, why people volunteer remains a studied but unresolved question. Indeed, individuals seem to volunteer their self for many different reasons, some of which may be based on their social situation, age or personal needs. In this study, and taking as unit of analysis the food bank volunteer, it was observed that the main differences between 'Permanent' and 'Occasional' volunteers are variables as age, 'Benefits for own well-being and 'Being volunteer in other institution'.

Introduction
Nonprofit organizations are challenged to balance between keeping their current donors and getting new supporters. While each approach is essential for growth, research shows that donor retention strategies are significantly more cost-effective than acquisition campaigns, fostering sustainable growth and long-term donor relationships. This manuscript explores the comparative effectiveness of retention versus acquisition, highlights the costs and benefits of each, and examines key strategies that enhance donor engagement and retention over time.
The nonprofit sector relies heavily on donor support to fund essential services, outreach programs, and other activities that drive its mission. In this context, two critical fundraising strategies appear: donor retention and new donor acquisition. Donor retention refers to strategies aimed at keeping and strengthening relationships with existing donors, while acquisition involves efforts to attract new contributors. Though both approaches are vital, retention has proven to be more cost-effective and offers sustainable growth potential, as it builds a more loyal donor base over time. Studies highlight that keeping an existing donor can be significantly less costly than getting a new one, with estimates suggesting acquisition costs can be up to seven times higher than retention expenses.

Retention also enhances the lifetime value of a donor, as loyal supporters are more likely to increase their contributions and respond positively to future appeals. As retention rates improve, so does the potential for steady, long-term revenue. Recent research has shown that retention rates for first time donors average about 19%, while returning donors can be kept at rates of up to 63%, which further underscores the importance of building lasting relationships. By focusing on both retention and selective acquisition of mission-aligned new donors, nonprofits can perfect their resource allocation, reduce donor churn, and foster a funding model that supports lasting impact.

The Cost of Donor Acquisition vs. Retention
Research in the nonprofit sector consistently emphasizes the higher cost of getting new donors compared to keeping existing ones. Studies reveal that attracting a new donor can be five to seven times more expensive than supporting an existing donor relationship. This cost differential makes retention strategies appealing as they provide nonprofits with a better return on investment (ROI) while ensuring that donor relationships grow deeper over time.
For example, Blackbaud’s research on nonprofit fundraising found that while the average retention rate for first-time donors is only about 19%, retention for returning donors can reach up to 63%. This significant gap shows that once a donor has contributed more than once, their likelihood of staying with the organization increases, and with each other donation, the relationship becomes more profitable.


Long-Term Value of Retained Donors
Retention also directly affects the lifetime value of each donor, an essential metric for sustainable funding. Retained donors tend to contribute larger gifts over time and are more likely to respond to future campaigns, advocacy efforts, and special projects. Charity Navigator notes that a small 1% improvement in retention rates can lead to substantial financial benefits, as long-term donors provide stability and greater total contributions compared to one-time givers.
The higher lifetime value of kept donors is due in part to their engagement with the organization. Donors who feel connected to a nonprofit’s mission and see the impact of their contributions are more likely to remain engaged. For instance, organizations that prioritize impact-driven communications—such as sharing stories of beneficiaries and reporting on the specific outcomes of donations—can see significant improvements in donor loyalty and lifetime giving.

Retention as a Revenue Driver
Retention centred fundraising campaigns yield quantifiable revenue benefits as well. CauseVox, a nonprofit software provider, reports that sending cultivation emails (communications without direct donation appeals) increases revenue by as much as 21%. This approach nurtures relationships by showing appreciation, providing regular updates, and involving donors in the mission beyond financial support.
Moreover, focusing on retention helps nonprofits reduce donor churn, or the number of donors who stop giving within a year. Retention tactics, such as immediate follow-up after donations, expressing gratitude, and highlighting the donor’s impact, contribute to building trust and loyalty. The results are improved donor retention rates and lower fundraising costs, as there is less need to continuously replace lapsed donors.

Challenges and Balancing Retention with Acquisition
While retention strategies provide valuable financial stability, new donor acquisition is necessary for growth. Charities must continually expand their supporter base to avoid over-reliance on existing donors and to replenish donors lost through attrition. However, effective acquisition campaigns target prospective donors who are likely to align with the organization’s mission and who can transition from first-time to long-term supporters.
Balancing acquisition with retention requires a strategic approach. Leading nonprofits use data analytics to segment donor lists, tailoring acquisition messages to individuals who share similar values or interests with current donors. Additionally, nonprofits invest in digital engagement tools to reach potential donors more effectively and efficiently, creating a pathway for them to become repeat givers and advocates for the cause.

Effective Retention Strategies
A well-rounded retention strategy includes personalized communications, prompt acknowledgments, and transparent reporting. Nonprofits that promptly follow up with donors and provide consistent, mission-focused updates tend to foster stronger connections with their supporters. For example, Charity Navigator highlights the importance of sharing impact stories and using segmented communication to build stronger donor relationships.
Key strategies that enhance retention include:
Personalized Communication: Sending tailored messages that acknowledge each donor’s past contributions and highlight relevant projects.
Impact Reporting: Proving the tangible outcomes of donor contributions through case studies, beneficiary stories, and data-driven impact reports.
Engagement Beyond Donations: Offering non-monetary involvement opportunities, such as volunteering, advocacy, or online communities, to deepen donors’ connection to the cause.

Conclusion
For nonprofits seeking sustainable growth, prioritizing donor retention alongside strategic acquisition is key to building a resilient funding base. By investing in meaningful relationships with existing donors and supporting transparent, mission-driven communications, charities can increase donor loyalty, maximize lifetime value, and minimize fundraising costs. A balanced approach that combines retention efforts with targeted acquisition enables nonprofits to achieve financial stability and amplify their impact in the communities they serve. As research confirms, keeping donors not only drives revenue but also creates a solid foundation for long-term success in the nonprofit sector.




Citation
CauseVox. “How to Build a Strong Donor Retention Strategy for Your Nonprofit.” Available at: https://www.causevox.com/blog/donor-retention-strategy/ (accessed 3 November 2024).

Charity Navigator. “Donor Retention.” Charity Navigator. Available at: Donor Retention | Charity Navigator

P Barber, 2013 Urban Institute. Donor Retention Matters. Available at “ Donor Retention Matters”

NextAfter. “NextAfter’s Definitive Guide to Donor Retention.” Available at “https://www.nextafter.com/blog/donor-retention/

The serialized novel, later reprinted in a hard cover edition with variances in 1970, narrates the tale of two frenemy geisha, Masako and Tsutayo, with Masako as the main protagonist. Several themes, or motifs, appear in the novel many of which were also chosen by Iwata Sentar to be illustrated. Primary among them is the shibazakura (moss phlox) of the title, which aptly evokes the frenemy relationship between Masako and Tsutayo, where on numerous occasions, including the emblematic moss phlox incident, Tsutayo is overtly kindhearted while at the same time taking advantage of the circumstances to use to her own ends. Other motifs are generally considered more typical of the issues Sawako addresses in her works, such as a woman's choice between career and marriage, the social status of a married woman as opposed to a geisha, and romantic love versus financial security. Often the themes of the novel are represented more concretely by motifs such as the moss phlox emblematic of the two main protagonists' relationship or the diamonds emblematic of the episode treating the status of wife versus geisha. How these themes and the narrative interact, and how they are represented by discrete motifs, is the topic addressed in this essay. The primary source for this essay is not the republished and edited 1970 version of the novel, but the original serialized publication in the Sh kan Shinch magazine with its attendant illustrations by Iwata Sentar. Since the entirety of the novel was published over a period of 16 months, and in reprinted book form appears in two volumes of some 400 pages each, this essay too will also be written as a series. This current essay (part 1) covers the nov

A survey of charity donors sought to establish the main causes and effects of charity donors' feelings of engagement with the charities they had supported during the previous 12 months. Engagement was characterised in terms of a donor's enthusiasm when supporting an organisation, passion for the charity, and deep interest in its activities. A model was developed which assumed that levels of engagement were determined by a person's experience of interacting with a charity, relationship quality, and the degree of congruence between a donor's image of the charity and the individual's self-identity. A new scale to measure donor engagement was specially constructed for use in the investigation. Consequences of high engagement were posited to include increased donations, more frequent giving and improved word of mouth. Relationship quality was hypothesised to involve trust in and a sense of closeness to a charity's work. Data on donors' engagement levels was collected via street interviews with a sample of 791 supporters of UK charities.

Disertacijoje nagrinėjami heterogeninių korinio ryšio tinklų talpos ir paslaugų kokybės užtikrinimo klausimai, taikant vartotojų srauto balansavimą. Pagrindiniai tyrimo objektai yra vartotojų sukuriamo balso ir duomenų srauto balansavimas tinkle. Srauto balansavimas yra svarbi sritis šių dienų telekomunikacijose, kai perduodamų duomenų srautai auga milžiniškais tempais. Įvairiapusiška ir lanksti vartotojų srauto balansavimo metodika leidžia efektyviai valdyti srautą tinkle, sumažinant tinklo apkrovą ir investicijas. Pagrindinis disertacijos tikslas-ištirti išplėstines vartotojų srautų balansavimo galimybes korinio ryšio sistemose. Darbe siekiama įvertinti srauto balansavimo įtaką tinklo vartotojams bei tinklui. Darbe sprendžiami du pirmieji uždaviniai apima: balso paslaugų vartotojų srauto analizę, pagal vartotojų buvimo vietą, bei balso srauto balansavimą, taikant tarpsisteminius srauto balansavimo metodus. Kiti du uždaviniai siejami su vartotojų siunčiamo duomenų srauto augimu, kuris sukelia tinklo ląstelių persipildymą. Duomenų srauto valdymui taikomi paslaugų klasifikavimo pagal QoS ir tarpsluoksnio balansavimo metodai, kurie remiasi mažomis ląstelėmis. Disertaciją sudaro įvadas, trys skyriai, bendrosios išvados, naudotos literatūros ir autoriaus publikacijų disertacijos tema sąrašai, priedai, reziumė anglų kalba. Įvadiniame skyriuje aptariama tiriamoji problema, darbo aktualumas, aprašomas tyrimų objektas, formuluojamas darbo tikslas bei uždaviniai, aprašoma tyrimų metodika, darbo mokslinis naujumas, darbo rezultatų praktinė reikšmė, ginamieji teiginiai. Pabaigoje pristatomos disertacijos tema autoriaus paskelbtos publikacijos bei disertacijos struktūra. Pirmasis skyrius yra skirtas literatūros analizei. Jame aptariama srautų balansavimo samprata bei poreikis. Skyriuje pateikiama išsami srauto balansavimo metodų apžvalga, analizuojami konkretūs balso ir duomenų balansavimo būdai. Antrame skyriuje nagrinėjamas balso srauto pasiskirstymas realus korinio ryšio tinkle pagal surinktus metaduomenis. Skyriuje pateiktos srauto charakteristikos. Iš tinklo veiklos rodiklių nustatyta balso balansavimo įtaka tinklui ir vartotojams. Trečiasis skyrius atskleidžia duomenų srauto QoS prioriteto reikšmę paslaugų kokybei vienodomis ir skirtingomis ryšio kanalo sąlygomis. Tarpsluoksnio srauto balansavimo atveju pateiktas femto zoną reprezentuojantis modelis ir įvertinta ryšio paslaugų vartotojų patiriama paslaugų kokybė femto zonose. Tyrimai atliekami realiomis radijo aplinkos sąlygomis. Disertacijos tema paskelbti 7 moksliniai straipsniai recenzuojamuose mokslo leidiniuose: 4 straipsniai mokslo žurnaluose referuojamuose kitose tarptautinėse duomenų bazėse ir 3 straipsniai konferencijų medžiagose. Disertacijos tema perskaityti 7 pranešimai Lietuvos ir užsienio šalių konferencijose.

The corporate social responsibility (CSR) performance of a company enhances a company's credibility, thereby influencing the perception of its stakeholders in improving the corporate reputation of a company. This study examines this claim by empirically investigating the CSR performance of India's top 100 companies and its impact on their reputational status. We have employed the panel-corrected standard error model by controlling companies' financial performance, size, age, and market risk to analyze the impact of CSR performance on reputation. The result of the analysis is contradictory to the common belief that CSR positively impacts reputation building. Although this study is not novel in nature, it is incremental to the current literature as this study is conducted from an Indian perspective (where no study has been conducted as per our knowledge). This study uses data that are more objective and concrete than those of previous studies, making this study another valuable addition to the extant literature as it is an improvement over the previous study.

The corporate social responsibility (CSR) performance of a company enhances a company’s credibility, thereby influencing the perception of its stakeholders in improving the corporate reputation of a company. This study examines this claim by empirically investigating the CSR performance of India’s top 100 companies and its impact on their reputational status. We have employed the panel-corrected standard error model by controlling companies’ financial performance, size, age, and market risk to analyze the impact of CSR performance on reputation. The result of the analysis is contradictory to the common belief that CSR positively impacts reputation building. Although this study is not novel in nature, it is incremental to the current literature as this study is conducted from an Indian perspective (where no study has been conducted as per our knowledge). This study uses data that are more objective and concrete than those of previous studies, making this study another valuable additi...

Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targets mostly young consumers. The aim of this study is to explore the relationships among the antecedents of brand extension success from the generation Y cohort's perspective on an athletic footwear brand and to propose marketing strategies. The proposed model aims to examine the relationships among success factors such as "parent brand's perceived quality", "perceived fit between parent brand and extension brand" and "perceived risk". For testing the proposed model in this study, a brand existing in the athletic footwear sector was determined. It is a very popular and favorable brand especially among the generation Y cohort. A hypothetical product was chosen for those consumers and collected data is analyzed by means of structural equation modelling. The sample is composed of university students in Bursa. This study is expected to make academic and practical contributions to the existing branding literature and the companies in athletic footwear industry, Turkey in particular.

other charities that might affect donations. 11 Similar considerations apply to perceptions that a charity has been 'mismanaged' in some way by its administrators or trustees. 12-18 It follows, therefore, that the accuracy of donors' perceptions of a charity's attributes vis-à-vis administrative and marketing efficiency can substantially influence their evaluations of the organisation as a whole and hence their willingness to give to the charity.

PurposeChild sponsorship programs have been accused of representing children in the developing world in a manner described as “development porn”. The purpose of this paper is to take an historical approach to investigating the use of advertising techniques by Plan Canada, a subsidiary of one of the oldest and largest child sponsorship‐based non‐governmental development agencies, Plan International, during the 1970s. This time period represents an important era in international development and a time of significant change in the charitable giving and advertising industries in Canada.Design/methodology/approachThe authors conduct a content analysis on an archival collection of 468 print advertisements from the 1970s.FindingsA description of the “typical” Plan Canada fund‐raising ad is presented and shown to be different, in several aspects, from other advertisements of the time period. It was determined that Plan Canada's advertisement did not cross the delicate line between showing the hardship and realities of life in the developing world for these children and what became known as “development porn”.Originality/valueThere has been little previous research which focuses specifically on the design of charity advertisements. This paper presents a historically contextualized description of such ads, providing a baseline for further research. It also raises important questions regarding the portrayal of the “other” in marketing communications and the extent to which aid agencies must go to attract the attention of potential donors.

In this article we analyse the cooperation of business organisations of Klaipėda region with Latvian organizations.One of the main problems of this region, located in the cross-border with Latvia, is low competivenessof its organisations and high levels of unemployment. One of ways of coping with this problem is promotingthe cooperation between organisations in the region among themselves and also with organisations inneighbouring Latvia. In this article we present the results of the research done in 2011 among top managersof organizations in Klaipėda region, the aim of the research and also this article is to examine the state ofcooperation between organizations of Klaipėda region and Latvia. The tasks of the article are: 1) to analysethe theoretical premises for cooperation in cross-border regions; 2) determine the level of cooperation oforganisations from Klaipėda region and Latvia; 3) determine the obstacles for cooperation; 4) establish themeasures that could stimulate more act...

Šiame straipsnyje trumpai apžvelgiamos edukacinės, daugiausia meno pažinimo ir šiuolaikinę dailę pristatančios programos Lietuvos muziejuose. Sukaupta patirtis analizuojama formuluojant pagrindines problemas, su kuriomis susiduria švietimo darbą dirbantys mūsų muziejininkai, pedagogai. Kaip perspektyvūs pristatomi kai kurie akivaizdaus edukacinio pobūdžio šiuolaikinio meno projektai.

Santrauka. Straipsnyje analizuojamas edukacinių renginių aktualumas, vaidmuo, specifika ir plėtojimo galimybės šiuolaikinėje visuomenėje. Apibendrinus tarptautinę patirtį parengiama edukacinių renginių klasifikacija ir atliekamas rėmimo kanalų sisteminimas. Analizuojama socialinių tinklų ir renginių rėmimo platformų įtaka edukacinių renginių viešinimui. Mokslinių tyrimų tikslas-analizuojant tarptautinę renginių viešinimo patirtį įvertinti edukacinių renginių rėmimo kanalų ypatumus ir atskleisti virtualių rėmimo platformų pranašumą. Kompleksiniai empiriniai tyrimai leido įvertinti edukacinių renginių organizatorių ir IT specialistų požiūrį į renginių rėmimo priemonių panaudojimo galimybes viešinant renginius įvairiais rinkodaros kanalais. Edukacinių renginių rėmimo virtualių platformų ir socialinių tinklų turinio lyginamoji analizė atskleidė reikšmingas renginių rėmimo funkcijas, skirtas panaudoti kuriant renginių reklamavimo optimalios platformos viziją ir prototipą. Reikšminiai žodžiai: edukaciniai renginiai, marketingas, rinkodaros kanalai, rėmimas, virtualios platformos. Įvadas Edukaciniai renginiai ir edukacinių paslaugų verslas tampa vis labiau populiaresnis ir apima visas gyvenimo sritis. Analizuojant ugdymą kaip viso gyvenimo trukmės procesą galime matyti, kad atsiranda naujos švietimo ir ugdymo formos. Formalus švietimas yra pakankamai tiksliai apibrėžtas, struktūrizuotas, taip pat yra griežtai apibrėžti jo vertinimo kriterijai. Tačiau į edukacijos sampratą įtraukiamas ne tik formalusis švietimas, bet ir neformalus, kuris tampa vienu pagrindinių žinių šaltinių, o žinios yra vienas svarbiausių žmogaus gyvenimo turtų, galinčių užtikrinti kokybišką, sėkmingą, pilnavertį gyvenimą, nes be nuolatinio žinių tobulinimo, kompetencijų ugdymo žmogus praranda gebėjimą būti konkurencingas. Edukacija apima labai plačią sritį, kuri susideda iš plataus spektro ugdymo proceso veiksmų. Pagrindinis edukacijos tikslas yra orientuotis į žinių, kompetencijų, gebėjimų plėtrą, skatinti kūrybiškumą, vystyti žmogaus gebėjimų įvairovę, suteikti galimybę įgyti naujų žinių, tobulinti kompetencijas, stiprinti vertybes ir svarbias nuostatas, kurias žmogus turi teisingai, praktiškai pritaikyti asmeniniame gyvenime ir profesinėje aplinkoje.

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering-if not sinking-sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was from family members. While the race was important to the fans, they clearly had greater expectations regarding the peripheral product and the associated merchandising. Yet the vast majority of those attending indicated that they had either a good, a very good, or a fantastic time. Race organizers will use this information to attempt to bring in more fans to future races. They also plan on engaging in a follow-up study to see what they have learned.

Many service providers now use social media, both as a way to interact efficiently with their customers, and as a means of gathering customer data needed to better manage customer relationships. Thus, social media can both provide service and assist in developing better future service. In the present research, we examine in detail whether and how social media perform the first of these tasks by examining its use as a tool for online service benefit provision. Then, we consider how benefits customers receive from maintaining relationships with service providers via social media impact outcomes, including reported relationship strength, customer loyalty, commitment, and intention to continue with the service. We also consider how customer choices regarding characteristics of the relationship itself (duration and frequency of interaction) may impact its effectiveness at driving these outcomes.

Brzi razvoj novih tehnologija doveo je do novih oblika društvene komunikacije koji uključuju interaktivnost i multimedijalnost, što je otvorilo put slabljenju autoriteta i oblikovanju novih načina društvenog ophođenja unutar »digitalnog kontinenta«. Društvene mreže kao rezultat ne samo tehnoloških mogućnosti nego i »nove kulture« postaju i za Crkvu sve veći izazov. Crkva taj izazov prepoznaje te uviđajući nove moguće putove za evangelizaciju i katehezu nastoji na njega odgovoriti. Na početku ovog rada predočeni su izazovi i mogućnosti društvenih mreža te se upućuje na razvoj službenoga crkvenog stava prema sredstvima masovne društvene komunikacije u posljednjih pola stoljeća. U nastavku su obrađene najvažnije društvene mreže i web-servisi te današnja aktivnost Crkve na njima. U završnom dijelu predstavljene su najčešće korištene katoličke aplikacije za »pametne« mobilne uređaje koje mogu pridonijeti boljem upoznavanju vjere, odgoju u vjeri te osobnoj ili zajedničkoj, posebno molitvenoj, vjerničkoj praksi.

Changing conditions in the business environment forcing the organizations apply the concept of corporate social responsibility, which represents the potential of enhancing the partnership between the business community and other sectors. This collaboration brings to the participating groups positive synergistic effect. Introduction of this contribution provides an overview of the latest world's knowledge of behavior socially responsible organizations and their cooperation with the third sector. The article further describes synergistic effect of CSR, which results by the close cooperation the stakeholders of the real corporate company in the Slovak and international business environment. From the pillars, on which is built the business concept of CSR, the contribution stresses mainly social pillar and also brings specific knowledge and practical examples that confirm the mutual benefit of CSR for business, stakeholders from the third sector, thus contributing to the stability of the common business environment and society.

Straipsnyje aptariamos įvairios šiuolaikinio meno pristatymo tele­ vizijoje strategijos, tiesiogiai susijusios pirmiausia su meną pristatančiųjų vaidmenimis, televizinės medijos ir meninės praktikos pokyčiais. Teigiama, kad audiovizualiniam turiniui organizuoti įtakos turi tarp meno lauko ir auditorijos tarpininkaujantys agentai (žurnalistai, menotyrininkai, meni­ ninkai, kuratoriai, prodiuseriai, meno institucijos etc.). Remiantis Pierre’o Bourdieu meno sociologijos idėjomis, televizijos ir šiuolaikinio meno lauko bei jo dalyvių santykiai matomi kaip nuolatinės derybos dėl kūrybos vieši­ nimo ir meno lauko dalyvių matomumo, socialinės prasmės ir meno vertės kūrimo, kultūrinio kapitalo kaupimo, vizualaus kultūrinės atminties archy­ vavimo, kitaip tariant – tinkamiausio meno reprezentacijos būdo, kurį lemia agento užimama pozicija nagrinėjamame lauke. Iliustruojant pavyzdžiais, analizuojamos kalbėjimo apie meną televizijoje ypatybės, šių laukų tar...

Straipsnyje teoriniais aspektais nagrinėjami mažmeninės prekybos įmonių konkurencinės situacijos pokyčiai Lietuvos integracijos į Europos Sąjungą (toliau ES) iššūkių kontekstu. Aptariama mažmeninės prekybos įmonių marketingo komplekso veiksnių ir konkurencijos kainos pagrindu specifika.Nagrinėjami pozicionavimo strategijos naudojimo mažmeninėje prekyboje ir jos galimybių didinti mažmeninės prekybos įmonių konkurencingumą klausimai.Straipsnio tikslas - aptarus galimą integracijos į ES įtaką mažmeninės prekybos įmonių konkurencijai, parengti pozicionavimo mažmeninėje prekyboje modelį ir pagrįsti jo taikymo naudą.Straipsnio objektas - pozicionavimo, kaip atsako į dėl integracijos į ES tikėtinus konkurencinių veiksnių pokyčius, naudojimas mažmeninės prekybos įmonių veikloje.Nagrinėjama problema - galimas mažmeninės prekybos įmonių konkurencijos intensyvumo ir formų pasikeitimas integracijos į ES metu, sukeliantis būtinybę didinti mažmeninės prekybos įmonių konkurencingumą. Kita problemo...

Danas se na internetu u znatnoj mjeri razni proizvodi prezentiraju u obliku slikovnih i simboličkih sadržaja koji predstavljaju određene informacije, a time digitalni izvori informacija o proizvodima sve više dobivaju na značenju. Internet kao novi medij ima snažan utjecaj na promociju svake marke proizvoda te se uvelike koristi za marketinške aktivnosti korporacija. Semiotika kao znanost bavi se proučavanjem znakova, a promatrano iz perspektive teorije informacija proučava značenje znakova u procesu prijenosa informacija. Svaka marka proizvoda, uz pretpostavku da posjeduje potrebnu kvalitetu i svojstva, svoj tržišni uspjeh postiže učinkovitom komunikacijom prema krajnjem korisniku. Drugim riječima, da bi proizvod danas uspio i opstao na tržištu, nužno je da za širu skupinu potrošača postane prihvatljiv i poželjan znak. Iz tog razloga svaki proizvod definiran je markom proizvoda, a osnovni elementi marke proizvoda su naziv marke, znak marke ili logo, slogan te zaštitni znak. Cilj ovoga rada je ukazati na tržišnu ovisnost proizvoda o kvalitetnom oglašavanju i označavanju, te na primjeru uspješnih stranih i domaćih proizvoda istražiti smislenost prepoznatljive promocije koja je određena kvalitetnim označavanjem. Temeljno istraživačko pitanje u ovom radu jest u kojoj mjeri pomno osmišljeni slogani određuju prepoznatljivost semiotičkih elemenata marki proizvoda na internetu. U radu je provedena kvalitativna i kvantitativna analiza semiotičkih elemenata marki stranih i hrvatskih proizvoda na internetu te su utvrđene vrijednosti za naziv marke, logo i slogan.

The attempt of this research is to introduce a world new concept of political services marketing for introducing two models for designing and delivering a political product to win power for a peaceful democracy. The research contains four empirical studies and a large number of secondary data analyses. They are; (1) Focus Group Discussion with the Union Parishad Chairmen, 10 personal interviews with 10 Expert in politics and government studies, Public Administration, Economics, and Marketing to analyze the research problems and perceptions on the concept of political product strategy for a peaceful democratic competition. Most of the subject experts have accepted the political product strategy and the independent variables of the two models for designing and delivering a political product for a peaceful democratic competition. 10 personal interviews are also conducted with the 10 national political leaders of the registered political organizations of Bangladesh whether using political product strategy for the superior value based democratic completion in politics instead of older political culture for a peaceful political environment. Most of the Presidents and Secretary Generals, Join Secretary of the political organizations have accepted the political product strategy for a superior value based political competition for a peaceful democracy. The focus group discussions (FGDs) with two samples of Abhynagar and Bagharpara Upazila in the constituency of Jessore-4. Most of the Union Parishad Chairmen has accepted the new concept and the proposed model in offering superior value based political product (a package of local and national problems solving plans and programs for a political tenure of 5 years) for a peaceful democratic competition. A survey has been conducted on a sample of 400 graduate and politically sound voters of the constituency of Jessore-4. It is found in the survey data and its analysis, most of the sample respondents have accepted a political product strategy and their attitudes and perceptions were almost positive in favor of the two conceptual models. A linear statistical regression analysis has been conducted to fit two conceptual models of designing a deliverable political product. This regression analysis found that there is a strong relation between designing a deliverable political product and a peaceful democracy. The regression analysis has significantly fit the model-1. The regression analysis based on the survey data reveals that there is a strong relationship between using the political product concept in political competition and a peaceful democracy. The inference analysis shows that peaceful democratic competition in a country is 42 percent influenced by designing the political product strategies that are included in the model. (Adjusted R Square = .42), and the hypothesis no-1 has been accepted. It is examined that there is a significant impact of political product strategy in political competition on the peaceful democracy. Another regression analysis on the same sample shows that the model-2 has also significantly fit. The inference analysis shows that peaceful democratic competition in a country is 30% percent influenced by the marketing strategies that are included in the model. (Adjusted R Square =.30). It is also examined the hypothesis that there is a significant impact of delivering competition of a political product on a peaceful democratic competition.                      - Dr. Uttam Kumar Datta, Faculty, BIM, Dhaka

The number of charities in the UK has increased steadily over time, with over 168,000 charities currently registered in the UK (Charity Commission for England and Wales, 2019). This growth has gone hand in hand with the growth of the web. Many charities have harnessed the web to communicate their work and gather donations for their cause (Turner, 2010). However, despite these benefits, the web has also created challenges for these organisations. In particular, the vast amount of information that is readily available online has created savvy donators who are more discerning about where they donate their money. Growing scrutiny in social media has also raised scepticism as to the integrity of charities (Sargeant et al., 2006). Consequently, digital strategy has become a critical factor when considering customer trust, engagement and donations, especially for smaller charities with

Considering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers' nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests the boundary condition of two cultural values (conservation and openness to change) on the relationship between nudity attitude and offensiveness. A cross-sectional, online survey was used to collect primary data from consumers of Pakistan and the USA (n=311). The analysis through SPSS and PROCESS techniques confirm that offensiveness mediates the relationship between nudity attitudes and AAG. The moderating roles of conservation and openness are also supported. Cultural sensitivity towards nudity has a profound impact on advertising effectiveness and thereby successful advertisements based Attitude toward Nudity and Advertising in General 116 on nudity in one culture may fail to deliver in another because consumers develop negative AAG. The results suggest that no matter how global the brand may be, a standardized global advertising approach may not work. Therefore, advertisers should not use nudity appeals that may offend consumers in some regions and must consider cultural values when creating advertisements.

Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR image and attitude towards the brand. Further, the results offer empirical evidence that CSR image and brand attitude influence purchase intention of supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards the brand than CSR image.

Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR image and attitude towards the brand. Further, the results offer empirical evidence that CSR image and brand attitude influence purchase intention of supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards the brand than CSR image. Key-words: social responsibility, brand attitude, purchase intention.

Tarp audito informacijos vartotojų nepasitenkinimas kyla ypac tuomet, kai apie įmonių finansines ataskaitas paskelbus teigiamas audito isvadas, t.y. auditoriui patvirtinus, kad jos parodo tikrą ir teisingą įmonės finansine būkle, audituotos įmonės netrukus bankrutuodavo sukeldamos didžiulius finansinius skandalus. Straipsnyje keliama mokslinė problema – kaip patenkinti informacijos vartotojų lūkescius ir padidinti pasitikėjimą finansinių ataskaitų audito isvada ? Pagrindinis tyrimo tikslas – isanalizavus akcinių bendrovių finansinio audito isvadas nustatyti pagrindines jų problemas bei pateikti galimas tobulinimo rekomendacijas. Naudojami tyrimo metodai: mokslinės ir norminės literatūros analizė ir sintezė; loginė analizė. Empirinis tyrimas atliktas dokumentinės analizės metodu analizuojant 2012–2016 m. laikotarpio Lietuvos akcinių bendrovių finansinio audito isvadas. Straipsnyje pateiktos rekomendacijos dėl audito isvados isplėtimo leis pagerinti rinkos subjektų, kurie naudojasi fi...

Vartotojų komunikacijos procesas socialiniame feisbuko tinkle gali būti apibūdinamas kaip socialinė percepcija (socialinis suvokimas, pažinimas), esant abipusiam ryšiui, kai tiek siuntėjas, tiek ir gavėjas atlieka vienas kito vaidmenis-keičiasi informacija. Vartotojų komunikacija feisbuke daro socialinę įtaką: bendraujant su kitais veikiamas elgesys, kuris pagrįstas orientaciniais modeliais. Lietuvoje feisbukas yra populiariausias socialinis tinklas, kurį renkasi 97 proc. socialinių tinklų vartotojų. Vartotojų komunikacijos feisbuko socialiniame tinkle percepcija gali būti įvairių formų, jos priklauso nuo gaunamos ir naudojamos informacijos interpretavimo, įprasminimo, vartotojo asmenybės, asmeninio požiūrio ir informacinių poreikių. Socialinis feisbuko tinklas vartotojams yra reikšminga socialinio bendravimo priemonė ir svarbus informacijos šaltinis bei pramogų paieškos erdvė. Jo vartotojų asmeniniai informaciniai poreikiai, individualūs komunikaciniai tikslai ir orientaciniai modeliai lemia komunikacijos percepciją. Jeigu vartotojų informaciniai poreikiai susiję su neigiamo pobūdžio informacija, jie labiau linkę į neigiamas emocijas ir jų percepcija apie socialinį feisbuko tinklą taip pat turės neigiamą foną ir atvirkščiai.

ΕΦΗΜΕΡΙΔΑ Χριστέ Πάει ένας χρόνος τώρα που δεν Σας έχω σκεφτεί Από τότε που έγραψα το προτελευταίο ποίημά μου για το Πάσχα Η ζωή μου άλλαξε από τότε πολύ Αλλά είμαι πάντοτε ο ίδιος Προσπάθησα μάλιστα να γίνω και ζωγράφος Ιδού οι πίνακες που έφτιαξα και που απόψε κρέμονται στους τοίχους Μου ανοίγουν παράξενες οπτικές για τον εαυτό μου που με κάνουν να Σας σκέφτομαι.

Das 2019 gegründete Museumsnetzwerk »Antike in Bayern« ging aus dem Projekt »Museum & Tourismus« hervor, das in Kooperation zwischen der Landesstelle für die nichtstaatlichen Museen in Bayern und der Bayern Tourismus Marketing GmbH ins Leben gerufen wurde. +++ Vorrangiges Ziel ist es, die acht beteiligten archäologischen Museen und Parks im Verbund touristisch besser zu vermarkten, insbesondere im Bereich des Kulturtourismus. Der vorliegende Artikel erläutert, mit welchen Methoden das Netzwerk agiert und welche digitalen und analogen Angebote entwickelt wurden/werden, um die Wahrnehmbarkeit des Verbundes und seiner Mitglieder bei Urlaubern und touristischen Anbietern zu steigern. +++ Im Netzwerk sind folgende Institutionen vertreten (in alphabetischer Reihenfolge): Archäologische Staatssammlung, München · Archäologischer Park Cambodunum, Kempten · kelten römer museum manching · Martin von Wagner Museum der Universität Würzburg · Pompejanum Aschaffenburg · RömerMuseum Weißenburg · Römisches Museum Augsburg · Staatliche Antikensammlungen und Glyptothek, München.

The facility location plays an important role in an industry's supply chain management to facilitate logistics management requirements, making the sourcing and distribution process smooth and fast. The purpose of this study is to determine the ideal place to determine the location of a garment industry. This research uses the Center of Gravity method to calculate the optimal location that will be considered. This method employs an (X-Y) coordinate system to cover the geographical map of the study areas and identifies the coordinates for the new facility's location. It endeavored to identify the optimal location for the garment industry in Bangladesh. It was pinpointed where the industry can obtain raw materials from various regions of the country and a market, labor force, and energy source. Information was gathered regarding the volume of business activity at existing facilities. From the results of this study, it was found that the selected facility's location at the c...

Many service providers now use social media, both as a way to interact efficiently with their customers, and as a means of gathering customer data needed to better manage customer relationships. Thus, social media can both provide service and assist in developing better future service. In the present research, we examine in detail whether and how social media perform the first of these tasks by examining its use as a tool for online service benefit provision. Then, we consider how benefits customers receive from maintaining relationships with service providers via social media impact outcomes, including reported relationship strength, customer loyalty, commitment, and intention to continue with the service. We also consider how customer choices regarding characteristics of the relationship itself (duration and frequency of interaction) may impact its effectiveness at driving these outcomes.

Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organization. This study investigated the internal branding process by examining employees’ brand orientation, celebrity-organization value congruence, and the accuracy of employee portrayal. Data are collected from a leading multinational bank in Pakistan through a structured questionnaire. The results of the study showed that when employees felt celebrity endorsement matched organizational values, the celebrity successfully portrayed actual corporate values. Thus, employees believed that endorsement effectively gained consumers’ attention and built a strong corporate image. The study affirmed that employees’ sense of pride toward their organization motivates them to identify with it. Furthermore,...

Our paper reports on an extensive survey carried out amongst marketing managers or people with similar positions and tasks employed by Romanian public institutions, both central and local. We attempted to get a broad picture of how marketing activities are organized within Romanian public institutions and tried to identify marketing tools and practices favored in this environment. Public organizations implement specific marketing concepts, but, as it results from our research, they do this in a rather random and inefficient manner. Although managers of public institutions are aware of the usefulness of marketing tools and programs, they often overlook marketing, as demonstrated by the absence of marketing structures in more than half of the institutions, the low range of marketing activities developed, and limited financial and material resources allocated to marketing endeavors.

Γιατί η έρευνα γίνεται βιβλίο
Η παρούσα έρευνα στοχεύει στο να δώσει απάντηση όχι μόνο στο βασικό ερώτημα «ποια είναι η Φιλαρμονική Κορωπίου», αλλά και να απαντήσει επίσης σε επιμέρους ερωτήματα αναγκαία για την εξασφάλιση μιας ολιστικής προσέγγισης του ζητήματος. Τέτοια ζητήματα αποτελούν, εκτός από την διερεύνηση της ίδρυσής της, η εξέλιξη της πορείας αυτού του μουσικού συνόλου μέσα στο ιστορικό, κοινωνικό, πολιτικό και πολιτιστικό πλαίσιο το οποίο αναδιαμορφώνεται διαρκώς από τα μέσα της δεκαετίας του 1950 έως τις μέρες μας.
Θεωρούμε σημαντική τη διερεύνηση του ρόλου της Φιλαρμονικής σε σχέση με την τοπική ιστορία και τις κοινωνικές μεταβολές, την προσφορά της στους τομείς της μουσικής εκπαίδευσης, ψυχαγωγίας και πολιτισμού καθώς και τον ιδιαίτερο χαρακτήρα της σε σχέση με άλλες δημοτικές ή ερασιτεχνικές μπάντες.
Το υλικό της παραπάνω έρευνας οφείλει να είναι διαθέσιμο με κάθε μορφή στην επιστημονική κοινότητα ώστε να εμπλουτίσει με τα συμπεράσματα και την μεθοδολογία του τη γνώση των εμπλεκόμενων επιστημονικών πεδίων. Αυτός είναι ένας από τους λόγους που οδηγούν στην περαιτέρω επεξεργασία του και στην εκδοτική του πορεία. Παράλληλα, η έντυπη έκδοση θα δύναται λόγω της ευκολότερης διαθεσιμότητάς της να αποτελέσει αξιόπιστη πηγή ενημέρωσης και γνώσης γύρω από αυτό το σημαντικό για την πόλη ζήτημα.

3.5.3 As a result, this project has improved the Company's operations through the development of information and research that will create the platform from which they can expand into new market sectors, build their customer base, and increase their market share in existing markets. 3.5.4 Strengthening relationships with the independent sector was considered important, and through the excellent work of the project, the Company increased its market share to over 40%.

Ekonomik, siyasal, teknolojik, konjonktürel, sosyal, uluslararası vb. birçok alandaki gelişimler zaman zaman devlet mekanizmasında da kısmi veya kapsamlı değişimleri zorunlu hale getirebilmekte ve kendini yeni şartlara uyarlama ve dönüşüm ihtiyacı ortaya çıkmaktadır. Ancak köklü ve gelenekselleşmiş yapılarda bu dönüşüm kolay olmamaktadır. Bu çalışma, öncelikle devlette dönüşümün meşruiyet kaynağını tartışmakta, daha sonra yerel yönetimlerde dönüşümün kaynakları üzerinden hareketle yerel yönetimlerde – ve özellikle de hizmet sunumundaki- değişim anlayışını tartışmakta; nihayet yerel yönetimlerdeki anlayış değişiklikleri bağlamında ‘hizmet sunumunda, pazarlama yaklaşımı’ konusunu tartışmaktadır. Çalışma, yerel yönetimlerdeki hizmet sunumunda pazarlamadaki ‘kar amaçsız kuruluşlar için pazarlama’ ve ‘müşteri odaklılık’ çerçevesinde yaklaşmanın, belediye hizmetlerine yeni bir anlayış ve yaklaşım getireceğini ve yaklaşımın modern yerel yönetim felsefesine daha uygun olacağını iddia etmekt...

This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also facilitates prioritisation of democratic values, diminishing the risk of too much focus on economic values.