THE MARKETING OF ALTRUISTIC CAUSES: UNDERSTANDING WHY PEOPLE HELP

Abstract

This article proposes that altruistic cause organizations must adopt a new marketing perspective in order to raise funds in an increasingly difficult environment. This new marketing perspective should begin with a basic understanding of motivations and behavior rather than the mere adoption of specific marketing techniques. The article attempts to provide some insight into donor behavior and suggests ways of translating this insight into marketing practice.

Citation

Guy, B.S. (1988), "THE MARKETING OF ALTRUISTIC CAUSES: UNDERSTANDING WHY PEOPLE HELP", Journal of Services Marketing, Vol. 2 No. 1, pp. 5-16. https://doi.org/10.1108/eb024711