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Conference Proceedings (2006), Proceedings of the 35th EMAC Conference, European Marketing Academy (EMAC)

Short Term Impact, Long Term Doom: The Paradox of Optimizing the Number of Solicitations in Direct Marketing Fundraising

This paper discussed the possibility that optimizing the Number of Solicitations in Direct Marketing Fundraising for maximizing short-term impact might actually diminish future returns in the long term.

DE BRUYN, A. (2006). Short Term Impact, Long Term Doom: The Paradox of Optimizing the Number of Solicitations in Direct Marketing Fundraising. In: Proceedings of the 35th EMAC Conference. European Marketing Academy (EMAC).

Keywords : #Collecte-de-fonds, #Marketing-caritatif, #Marketing-direct