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Thesis
Are electronic appeals the future of fundraising?: an examination of the fiscal data among Boston Ballet's online donors
Master of Science (M.S.), Drexel University
Dec 2015
DOI:
https://doi.org/10.17918/etd-6949
Abstract
Research reveals gaps in the knowledge on the rank in priority a nonprofit organization should use when coordinating different annual giving solicitation channels, such as direct mail, digital media, and telefunding. There is also a gap in the way members of an organization's solicitation pool can be convinced to make donations online rather than through other channels. Boston Ballet is a nonprofit that needs to determine whether or not electronic appeals leading to online donations are the most cost-effective and practical solicitation method to garner increased participation and contributed revenue from individuals. This thesis addresses Boston Ballet's issue of facing a large operational budget cut and their need to evaluate each solicitation method to prepare their donors and prospects to make annual gifts in the most efficient way possible-online. As Senior Manager of Annual Giving for Boston Ballet, I examined material from empirical and scholarly research through interviews and surveys, and conducted a data mine with revenue and participation figures from the organization's database. I claim that, in today's Development practices, electronic appeals have to be used in conjunction with direct mail, telefunding, and social media for a successful annual fund campaign in both contributed revenue and participation. This thesis presents qualitative and quantitative statistics on a critical method of fundraising for Boston Ballet that can be used by other nonprofit organizations across the nation.
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Details
- Title
- Are electronic appeals the future of fundraising?
- Creators
- Rachael S. Rosselli - DU
- Contributors
- Andrew Zitcer (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6949; 991014632228204721