Interactive Marketing

, Volume 4, Issue 4, pp 330–342 | Cite as

The fundraising performance of charity websites: A US/UK comparison

  • Adrian Sargeant
  • Elaine Jay
Paper

Abstract

This paper reviews what is presently known about the use of the Internet for fundraising and provides a number of examples of successful practice. Having identified a paucity of research in relation to the benchmarking thereof, it provides a comparison of the performance of fundraising websites in the UK/USA and identifies the characteristics of those sites achieving superior performance. It concludes that for many charities the Internet remains a loss-making medium.

Keywords

Internet Non-profit Fundraising Benchmarking Direct marketing 

Copyright information

© Palgrave Macmillan 2003

Authors and Affiliations

  • Adrian Sargeant
    • 1
  • Elaine Jay
    • 1
  1. 1.Centre for Voluntary Sector, Marketing, Henley Management College, Greenlands, Henley-on-ThamesUK

Personalised recommendations