Abstract
Charitable organizations are increasingly turning to online fundraising options as observed by the growth of online giving (MacLaughlin 2012). The growth in online solicitations may be explained by the wider outreach, lower solicitation and communication costs (Harrison-Walker & Williamson 2000) and increased convenience it offers (Bennett 2005). Thus it is critical that charity websites are designed so as to support and facilitate online donations.
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© 2016 The Academy of Marketing Science
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Gandhi, T., Bagot, K., Bove, L. (2016). Donate to Me: Applying the Servicescape Framework to an Online Donation Setting. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_48
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DOI: https://doi.org/10.1007/978-3-319-19428-8_48
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
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