TY  - THES
U1  - Bachelor Thesis
A1  - Merkel, Lisa-Marie
T1  - The end of cold calling - Video as a new sales technique. Analyzing the change of charitable contribution. How can charity organizations meet the new needs of their future philanthropists?
N2  - The present work illustrates the challenges non-profit organizations are facing, especially in regard to marketing measures. Rapid technical advancements and the continuous development of digital assets opens new creative possibilities, which organizations must recognize in order to operate successfully.

Future philanthropists’ charitable contributions are shaped by generational characteristics. The new generation forces organizations to implement new strategies and to revise its approach in order to address given needs and to satisfy all participants. Social platforms, permanent internet access and specifically mobile phones influence promotional activities which emphasizes the great importance of a digital marketing concept. Furthermore, charity organizations need to adapt new ways of engaging with their donor base in order to build a sustainable and lasting relationship.

This paper aims to reveal generational impacts on charitable contributions. It focuses mainly on marketing measures and the upcoming challenges and specifically aims to examine existing evidence for the effectiveness of Video Marketing. Hence, the key question to be answered is if video illustrates the new sales tool to approach future philanthropists. Therefore, an interview with the expert Dennis van Dijk, the COO of MSSG B.V., is being conducted to support the possible result.
KW  - Digital marketing
KW  - Video marketing
KW  - Future philanthropist
KW  - Charitable contribution
KW  - Generation impact
Y2  - 2018
ER  -