The 5‐Ps of Fundraising: Lessons from Consumer Behavior to Non‐Profit Marketing

Article Review: Key Drivers in the Decision to Donate
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In the subsequent paper, I will analyze the article “The 5‐Ps of Fundraising: Lessons from Consumer Behavior to Non‐Profit Marketing” by Francisco J. Quevedo and Kobe Lee. The article focuses on the growing challenges faced by fundraisers to grab the attention of donors. The author identifies three key contributors to the non-profit market: “charity organizations, donors, and the government, where CSR programs of the companies also contribute as a significant player” (Quevedo & Lee, 2023). The paper includes a “Qualtrics survey, which comprises 615 respondents, to test the most suitable plea for communicating an NGO’s message to achieve the anticipated results while considering pride, pity, PR, personal interest, and pleasure as critical drivers to trigger donation behavior among potential donor while keeping income and information as the variables of the study” (Quevedo & Lee, 2023). The author analyzed different models to study fundraising approaches, such as “Utility‐based models, which emphasize the commitment of the donors, not the amount of funds, and The Merit Axis Model, which aligns corporate mission, funds generated, and merit as an ideal for non-profit firms” (Quevedo & Lee, 2023). The author proposes “developing a conceptual model encompassing comprehensive donating criteria to induce positive donor behavior in potential donors.”
The author identified “new trends in the non-profit segment, such as the institutionalization of CSR, revised regulations to foster CSR practices, and crowdfunding.” The focus is to discover creative ways to raise funds. The paper states that managers responsible for fundraising come across the challenges of getting donations from various people with different experiences with donations and charity. The major challenge is to persuade them to donate. “The research is directed towards the micro level rather than the macro level. The micro level concerns the awareness of social causes by the donor and their income level, including the amount of individual disposable income and information” (Quevedo & Lee, 2023). The author also assumed that modern corporations that practice transformational methods to attract donations raise more funds because the donors are engaged emotionally using meaningful tactics compared to transactional methods where donors do not feel any emotional association. He also suggested that the “Situational Theory of Publics can be highly valuable for raising funds.” The theory searches and processes information by identifying the problem, constraints such as 5 P’s, and participation. The theory proposes that the former contribution can help predict donations in the impending future (Quevedo & Lee, 2023). The author believes that donors must be aware, informed, and participate in the process to ensure the development of a social cause. “The donors find pleasure in giving, and the emotions are often triggered by pity, pride, personal interest, or public relations. ...