A Blueprinting Perspective to Managing Giving

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Polonsky, Michael Jay and Garma, Romana (2003) A Blueprinting Perspective to Managing Giving. In: AMS 2003 : Academy of Marketing Science annual conference : Creating and delivering value in marketing : worldwide perspectives on a value-centric orientation. Spotts, Harlan E, ed. Developments in Marketing Science (26). Academy of Marketing Science, Coral Gables, Fla, pp. 1-5.


This paper examines the potential of using service blueprinting to assist non-profit organizations in better managing their donation efficiency by identifying the complexities of the donation process from a customer perspective, which in turn should allow them to better meet the needs of those they seek to assist. A disregard of donors’ expectations in relation to the overall experience could potentially result in “dissatisfaction” and thus reductions in future donations to a given organization. Paper presented at Washington D.C. 28–31 May 2003

Item type Book Section
URI https://vuir.vu.edu.au/id/eprint/5287
ISBN 0939783258 ; 9780939783250
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID5959 marketing management, strategy, customer relations
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