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Marketing's Application to Fund Raising
William A. Mindak and H. Malcolm Bybee
Journal of Marketing
Vol. 35, No. 3 (Jul., 1971), pp. 13-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249784
Page Count: 6
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How effective are marketing concepts and tools when applied to a nonbusiness enterprise? The authors sought to determine the answer to this question through the application of marketing techniques to a charitable fund drive. They found that careful marketing analysis and planning produced the first net increase in donations the fund had experienced in twelve years.
Journal of Marketing © 1971 American Marketing Association