Toward Increasing Fund-Raising Efficiency: An Exploratory Study Of Use Of The Referral Method By A Non-Profit Organization
Author(s) -
Kathy L. Pettit,
Carl S. Bozman
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v7i2.6247
Subject(s) - fund raising , referral , raising (metalworking) , profit (economics) , business , marketing , actuarial science , not for profit , economics , accounting , medicine , microeconomics , family medicine , economic growth , engineering , higher education , mechanical engineering
Obtaining sales prospects from customer referrals is a frequently cited means of improving selling time efficiency. This paper examines the utility to a non-profit organization of similarly using referrals in fund-raising efforts. Referrals were found to be more likely to donate than previous non-donors, and were just as likely to contribute as former donors. However, contrary to generally accepted wisdom, current non-donors and donors were equivalently likely to provide referrals. Further-more, those form either source were found to be equally productive leads. Theoretical explanations are discussed.