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BT-GayalKANAGASABAI_2021_VF.pdf
Bachelor thesis

A new era of fundraising : an analysis of the potential uses of new technologies for NGOs to raise funds

  • Genève : Haute école de gestion de Genève

96 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English The world is changing faster than ever. As a result, Non-Governmental Organizations (NGOs) must adapt to survive. This paper aims to analyze NGOs’ current fundraising strategy and provide recommendations on how they can adapt their strategy to new technologies to incentivize Generation Z to donate. The objectif is to come up with recommendations of technological fundraising means that will meet donors' expectations. In addition, a survey of the population in Western Switzerland found that some means are not really appreciated, namely face-to-face fundraising, according to donors. They testify that they are more interested in making donations if these means are more digitalized because they are perceived as a faster process. Furthermore, analysis shows that Generation Z is well aware of current social and environmental issues and is willing to donate. As a result, a portion of them are already donating but the vast majority do not currently have the financial situation to make ongoing donations. However, they say they are willing to donate small amounts when possible. On the other hand, Swiss-based NGOs are aware of the need to adapt. They are working on changing their fundraising strategy but do not know how. The amount of donations and the cost-benefit analysis are their main concerns. In addition, they explain that people aged 50 or older make the largest donations, which is why the focus is on them. However, they are aware that they will have to deal with donor turnover, and Generation Z will be among those new donors. In addition, COVID-19 has also been a primary variable that is driving organizations to change their strategy to a digital strategy. Indeed, some of their current means were not very effective during the pandemic. This analysis has allowed us to make some recommendations. First, an increase in the use of social media would allow NGOs to be more transparent. They will also be able to reach a larger part of the population given the continuous increase in the use of those platforms. The second recommendation is the creation of a mobile application through the collaboration of several NGOs. This would increase the visibility of smaller NGOs as well as reduce fundraising costs. Finally, micro-donation could be a viable solution for large NGOs if they find a partner that shares their values.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/319718
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