To what Extent is the Best Specific Marketing Strategy from Push, Pull, or Direct

Abstract

This study investigates the effectiveness of three distinct fundraising strategies—push, pull, and direct marketing—in non-profit organizations, with a focus on entities based in Washington D.C. A literature review highlights the significance of these strategies, noting that push marketing is often favored for generating initial awareness, while direct marketing excels in targeted outreach, and pull marketing is beneficial for building long-term engagement. To empirically assess these methods, a survey was conducted with 25 non-profit organizations to examine the prevalence and success of each strategy. The chi-squared test revealed that push marketing, often combined with direct methods, was the most prevalent and effective approach among the organizations surveyed, aligning with previous research indicating its superior efficacy in fundraising. The findings suggest that nonprofits in Washington D.C. prefer a mixed strategy approach to maximize fundraising success. This study contributes to the understanding of fundraising tactics, demonstrating the importance of selecting and combining marketing strategies based on organizational goals and target audiences.