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- Title
LE MARKETING DE LA COLLECTE DE LEGS De la légitimité à proposer l'immortalité à la gestion relationnelle.
- Authors
RIEUNIER, Sophie; MICHEL, Géraldine
- Abstract
Charities, universities and cultural institutions have greater and greater inancial need and less and less public funding. fundraising has thus become fundamental to their survival. The purpose of this article is to analyse the marketing of bequests through "face to face" interviews with fundraisers specialized in planned giving. in particular, this research shows the determining roles of legitimacy to "propose immortality" and the importance of the relationship formed between the organisation and the potential donor. finally, the organisational and ethical implications of bequests are identified.
- Subjects
MARKETING; ORGANIZATIONAL legitimacy; CHARITIES; CUSTOMER relationship management; FUNDRAISING; BUSINESS ethics
- Publication
Décisions Marketing, 2013, Issue 69, p61
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.069.61.75