Optimal Fundraising Design in a Competitive Market: A Unifying Framework (2021-2024)
Abstract
Increased competition from over 57,000 registered charities and a recent 6% decrease in individual donations, have increased the need for charities to improve their fundraising strategies. This project aims to develop a comprehensive framework ¿ based on theories from marketing, psychology, economics, sociology, and philanthropy¿ and develop novel methodologies to determine effective charitable fundraising strategies in a competitive marketplace. Key outcomes will include the theoretical model, and tests using conjoint choice-experiments, controlled field experiments and 10 years of giving data from 4 million Australian donors. These outcomes will enhance fundraising practice, ensuring charities can better serve the Australian public.
