A look inside the fundraising strategies of operational NGOs in the Netherlands based on the Strategy as Practice perspective
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2023-08-21
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en
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The aim of this research is to investigate the fundraising strategies of operational NGOs in the Netherlands, based on the Strategy as Practice perspective. Fundraising is a vital activity for NGOs as they are resource dependent on donors for funding. Without donor funding NGOs cannot stay viable. The importance of fundraising is evident, however there is a gap in literature when it comes to the fundraising strategies that NGOs deploy. This research aims to fill in the gap by providing initial insights about the fundraising strategies of operational NGOs in the Netherlands. Within this research a multiple case study approach was used, and employees of six NGOs were interviewed to gather data. In addition to the interviews the NGOs annual reports from 2021 were consulted to achieve a sufficient amount of data to answer the research question. The findings of this research showed that the six NGOs all had a fundraising strategy, however based on the Strategy as Practice perspective they were all very different. Most differences are perceived to be related to the differences in fundraising budgets and workforce of the NGOs.
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Faculteit der Managementwetenschappen