Date of Award
2009
Document Type
Thesis
Degree Name
Master of Arts in Communication Studies
Department
Communication Studies
First Advisor
Grant, Jo Anna
Second Advisor
Hartmann, Melissa
Third Advisor
Newman, Eric
Abstract
The goal of this study was provide a theory-based framework for Olive Crest, a charity that serves abused children, to successfully and strategically use e-mail marketing to achieve fundraising goals. A survey of Olive Crest's donors, utilizing the cognitive response approach as its foundation, was designed to assess attitudes and demographic trends that could help advance online marketing initiatives. A sample of 81 respondents completed the survey which evaluated Olive Crest's supporters' product/message, source, and ad execution thoughts.
Recommended Citation
Cornwall, Carrie Dawn, "Internet marketing strategy and the cognitive response approach: Achieving online fundraising success with targeted donor outreach" (2009). Theses Digitization Project. 4456.
https://scholarworks.lib.csusb.edu/etd-project/4456
