Service Blueprinting: A potential tool for improving cause-donor exchanges

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Polonsky, Michael Jay and Garma, Romana (2006) Service Blueprinting: A potential tool for improving cause-donor exchanges. Journal of Nonprofit and Public Sector Marketing, 16 (1/2). pp. 1-20. ISSN 1049-5142


This paper examines the potential for using service blueprinting to assist non-profit organizations in better managing donor exchanges. In many cases organizations are unclear of donors' expectations in relation to the overall giving experience. Failure to deliver on expectations could potentially result in donor 'dissatisfaction', which in turn may result in reductions of future donations to these organizations. This article begins with a review of blueprinting and the benefits of using such as tool as to assist in understanding the donation exchange. Zeithaml and Bitner's (2000) steps in building a blueprint are explained in the context of non-profit-donor exchanges. An example of a hypothetical blueprint provided to highlight the complexity and divergence encountered in such exchanges and used to identify potential problems associated with the various aspects of the donation experience. Finally, implications for managing giving and suggestions for future research are offered.

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Item type Article
DOI 10.1300/J054v16n01_01
Official URL
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID11251, donation exchange, service management, blueprinting
Citations in Scopus 16 - View on Scopus
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