Date of Award
Master of Arts in Communication Studies
Grant, Jo Anna
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.
Cornwall, Carrie Dawn, "Internet marketing strategy and the cognitive response approach: Achieving online fundraising success with targeted donor outreach" (2009). Theses Digitization Project. 4456.