THE MARKETING OF ALTRUISTIC CAUSES: UNDERSTANDING WHY PEOPLE HELP

Bonnie S. Guy

199 citations0/0 files storedJournal of Services Marketing

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Nonprofit Sector and Volunteering Marketing and Advertising Strategies Blood donation and transfusion practices

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.

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