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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?

  • 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.

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Author:Lisa-Marie Merkel
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Date of final exam:2018/08/07
Release Date:2018/08/28
Tag:Charitable contribution; Digital marketing; Future philanthropist; Generation impact; Video marketing
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt