Project 1: Disaster Fundraising
- Dr. Geoffrey Chua
- Dr. Xiaofeng Nie
- Mr. Lee Huan Ghee
In times of disasters, fundraising by various non-profit organizations is indispensable to aid the disaster-stricken areas. For example, the Singapore Red Cross raised more than S$10M for Typhoon Haiyan’s recovery operations in the Philippines. To better serve the needs of disaster areas, it is important for non-profit organizations to know how to conduct fundraising operations effectively. Likewise, new technology and social media give fundraising new dimensions to explore.
Current research work on disaster fundraising is mostly based on qualitative studies. More quantitative studies needs to be done. In this project, we will empirically study donor segmentation and behavior, and check patterns that will reveal channels of donation, percentages of impulse and recurrent donors, frequency and amount of donation, and others.
We will explore innovative strategies with the goal of improving the performance of disaster fundraising. For example, how to maintain donors’ loyalty and how to attract new donors? How to design fundraising channels for different age groups? How to design marketing campaigns keeping donation fatigue in mind?