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Abwanderungsverhalten von Spendern
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Spendenfinanzierte NPO sehen sich einem zunehmenden Konkurrenzkampf um Spendengelder ausgesetzt. Damit gehen steigende Fundraisingkosten einher, insbesondere bei der Spendergewinnung. Der Aufbau und die Pflege von Spenderbeziehungen werden somit zu zentralen Erfolgskriterien im Fundraising, wie auch die Verhinderung der Abwanderung. Beat Hunziker fhrt eine qualitative Befragung von ehemaligen Mehrfachspendern durch. Neben zahlreichen kritischen Ereignissen, die zur Abwanderung fhren knnen, identifiziert er sechs Typen von Abwanderern. Dadurch knnen gezielt Rckgewinnungs- und Bindungsmanahmen ergriffen werden.
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