Community fundraising 2.0—the future of fundraising in a networked society?

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Abstract

  • Over recent years, individual donor fundraisers worldwide have seen the beginnings of a dramatic shift in the way that consumers react to mass fundraising communications, resulting in many of the ‘interruptive’ direct marketing approaches on which individual donor fundraising programmes are traditionally reliant delivering worse and worse returns. This paper examines how the growth of a networked society of increasingly sophisticated and independently informed consumers has contributed to this shift; illustrates how the rise of Web 2.0 has accelerated its impact and considers how individual donor fundraising may have to evolve to more effectively respond to this in the future.

Copyright © 2009 John Wiley & Sons, Ltd.

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