Consumer perspectives of direct marketing techniques and charitable contributions to healthcare institutions.
This study analyzes consumer sentiment toward the use of direct mail and telemarketing in the solicitation of donations for healthcare organizations. In addition, reasons for giving to healthcare organizations are examined. It was found that consumers have a more positive disposition toward the use of direct mail than in the use of the telephone. This study also provides an indication of healthcare's relative position to other charitable organizations.
Brown
G
G
Louisiana Tech University, Ruston.
Thomas
J
J
Markham
S
S
D001294:Attitude to Health; D002608:Charities / Q000706:statistics & numerical data; D003256:Community Participation / Q000706:statistics & numerical data*; D005653:Fund Raising / Q000706:statistics & numerical data*; D006268:Health Facilities; D015146:Midwestern United States; D012107:Research Design