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The Importance of Strategic Communication for Online Fundraising Efforts in charitable Non-Profit Organisations in Germany

Loerzer, Maren LU (2016) SKPM08 20161
Department of Strategic Communication
Abstract
With increasing competition and noise level in the third sector, Germany’s non-profit organisations have to start considering alternative ways of how to be heard by their target audiences and how to raise funds for their projects. Additionally, with technological developments and the rise of Web 2.0 this becomes particularly challenging. Strategic planning of communication and public relations activities and the integration of them into overall strategy will be crucial when organisa-tions aim for sustainability.

As fundraising plays a vital part in many of these organisations, requiring relationship building with the public, strategic communication seems to be obvious. Despite its importance, there is unfortunately limited research... (More)
With increasing competition and noise level in the third sector, Germany’s non-profit organisations have to start considering alternative ways of how to be heard by their target audiences and how to raise funds for their projects. Additionally, with technological developments and the rise of Web 2.0 this becomes particularly challenging. Strategic planning of communication and public relations activities and the integration of them into overall strategy will be crucial when organisa-tions aim for sustainability.

As fundraising plays a vital part in many of these organisations, requiring relationship building with the public, strategic communication seems to be obvious. Despite its importance, there is unfortunately limited research about how strategic communication can foster fundraising efforts. Additionally, research lacks studies with regards to the German third sector. Therefore, this re-search study aims at exploring how strategic communication can support third sector fundraising in charitable non-profit organisations in Germany. To this end, it is intended to identify trends, drivers, tools, challenges and success factors of effective fundraising specifically focusing on online activities. The main objective is to start filling the gap in research whilst identifying the implications for practice.
By conducting 15 interviews questioning experts as well as fundraisers in leading positions in Germany’s most transparent non-profit organisations active in international development and emergency aid, insight information and valuable data was collected contributing to existing litera-ture in strategic communication and fundraising and adding to it in relating the two fields. Even though strategic planning is considered as crucial for fundraising efforts (online and offline) in order for the organisations to stay competitive it lacks implementation predominantly in terms of investment and resources and particularly accounting for online fundraising. Moreover, it gets clear that in order for non-profit organisations to survive in the future strategic communication is indispensable. (Less)
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@misc{8893625,
  abstract     = {With increasing competition and noise level in the third sector, Germany’s non-profit organisations have to start considering alternative ways of how to be heard by their target audiences and how to raise funds for their projects. Additionally, with technological developments and the rise of Web 2.0 this becomes particularly challenging. Strategic planning of communication and public relations activities and the integration of them into overall strategy will be crucial when organisa-tions aim for sustainability. 

As fundraising plays a vital part in many of these organisations, requiring relationship building with the public, strategic communication seems to be obvious. Despite its importance, there is unfortunately limited research about how strategic communication can foster fundraising efforts. Additionally, research lacks studies with regards to the German third sector. Therefore, this re-search study aims at exploring how strategic communication can support third sector fundraising in charitable non-profit organisations in Germany. To this end, it is intended to identify trends, drivers, tools, challenges and success factors of effective fundraising specifically focusing on online activities. The main objective is to start filling the gap in research whilst identifying the implications for practice.
By conducting 15 interviews questioning experts as well as fundraisers in leading positions in Germany’s most transparent non-profit organisations active in international development and emergency aid, insight information and valuable data was collected contributing to existing litera-ture in strategic communication and fundraising and adding to it in relating the two fields. Even though strategic planning is considered as crucial for fundraising efforts (online and offline) in order for the organisations to stay competitive it lacks implementation predominantly in terms of investment and resources and particularly accounting for online fundraising. Moreover, it gets clear that in order for non-profit organisations to survive in the future strategic communication is indispensable.},
  author       = {Loerzer, Maren},
  keyword      = {Online Fundraising,Strategic Communication,Non-Profit Organisations,Public Relations,Non-profit sector,Germany,Germany Non-Profit Sector,Third Sector,Fundraising,Communication,Development aid,humanitarian aid,emergency aid,Third Sector Organisations,strategy,strategic planning,charities},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Importance of Strategic Communication for Online Fundraising Efforts in charitable Non-Profit Organisations in Germany},
  year         = {2016},
}