Thesis
Engaging Generation Y through e-philanthropy
Master of Science (M.S.), Drexel University
2013
DOI:
https://doi.org/10.17918/etd-6279
Abstract
This study is an analysis of three local theatres' technology and online fundraising plans to determine if they employ practices and offer programming that appeal to Generation Y, whose engagement is essential to safeguard the sustainability of these arts organizations. The goal of the study is to answer the research question' how can theatres best use e-philanthropy to engage Generation Y and increase donations from this demographic?A mixed method methodology was utilized in this study in which representatives from three theatres in the Philadelphia region were interviewed and the results were compiled. Varied levels of interest to engage Generation Y were discovered in the process. Interview results revealed both strengths and weaknesses in attracting members of Generation Y. Effective tactics to engage this critical demographic are essential because without this audience, there will be a void in attendance, support, funding, programming, and sustainability. The actual existence of these theatres is in jeopardy. Therefore, theatre companies and non-profit organizations must adapt their programming and fundraising strategies to appeal to younger generations, in particular Generation Y.
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Details
- Title
- Engaging Generation Y through e-philanthropy
- Creators
- Rebecca Grisillo - DU
- Contributors
- Ann Keith Kennedy (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
- 6279; 991014632192404721