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Suman Ann Thomas

Indian School of Business

Faculty-Marketing

ISB Campus, Gachibowli

Hyderabad, Gachibowli 500 111

India

  • Indian School of Business

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To Retain? To Upgrade? The Effects of Direct Mail on Regular Donation Behavior

Intern. J. of Research in Marketing (2014), Indian School of Business Research Paper Series
Posted: 18 Nov 2014
Suman Ann Thomas, Shanfei Feng and Trichy Krishnan
Indian School of Business, Monash University and Rajagiri Business School

Abstract:

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Direct mail, Multi-response modeling, Non-profit, Donor relation, Endogenous effect