Allmänhetens givarprocess till välgörenhet : Vad behöver insamlingsverksamheter ta hänsyn till för att erhålla bidrag?

Sammanfattning: Background: Competition in the market for non-profit actors has increased significantly. More channels to reach potential donors have been designed, and ways to help has been extended. The industry is scrutinized with critical eyes because of the scandals that have emerged in recent years. It has contributed to making it possible to distinguish a negative trend regarding public trust in the sector. The market has therefore changed and the conditions for obtaining donations are different. Aim: The purpose of this thesis is to create a better understanding of how non-profit actors motivate individuals to donate money to their business. An additional purpose is to analyze what non-profit actors have to consider, in a competitive market, in order to influence individuals’ donor process. Method: The study is qualitative in nature, where interviews were conducted with seven non-profit actors in Sweden. When using this method, a deeper understanding is created for the phenomenon we want to highlight. Conclusions: Non–profit actors use motivations strategies to a large extent for obtaining donations from individuals. Because of today’s competitive market, there are several factors non–profit actors need to consider in order to retaining their position and to grow. They must relate to elements such as the external environment, internal environment and their stakeholders. Stakeholders require trust and transparency, where problems of information overload and cost may be incurred.