✦ LIBER ✦

The effects of direct marketing techniques on performance: An application to arts organizations

✍ Scribed by Mark J. Arnold; Shelley R. Tapp

Publisher: John Wiley and Sons
Year: 2001
Tongue: English
Weight: 282 KB
Volume: 15
Category: Article
ISSN: 1094-9968
DOI: 10.1002/dir.1015

No coin nor oath required. For personal study only.

✦ Synopsis

Prior research has affirmed the importance of direct marketing in various nonprofit industries, yet little guidance has been offered as to selection of those direct marketing methods that have significant effects on actual performance. This research investigates the effects of direct marketing on multiple measures of performance in the nonprofit arts industry. The results suggest that direct marketing techniques perceived as newer to the industry are likely to have differential effects on sales and fundraising performance depending on the communication program in which they are employed, and that the use of interactive direct marketing is positively related to both sales and fundraising performance. Generalized guidance is offered for arts organizations.

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