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Managing Donors Relationship in Charitable Foundation

Student: Daria Pikalova

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

The main aim of this research is to develop personalised donors email-communication system for charitable foundation «Dedmorozim». The database of donors who donated on web-site in period from may 2018 to may 2020 was created, then segments were identified according to donor’s activity in different months. To impact through the email-communications channel marketing activity metrics were allocated, a pilot project was launched. Under this project there were donors interviewed, the foundation communications channels analysed, some examples of personalise emails proposed and applied, their effectiveness evaluated. As a result, personalised email-communication system was elaborated to achieve higher retention rate, to establish long-standing relationships with donors and to fundraise more money to help foundation’s wards.

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