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Nonprofit Fundraising And Social Identity, Jeff Gold

Engaged Management ReView

The purpose of this topic paper is to determine whether nonprofits can increase their fundraising capabilities by better managing their donors’ social identities. The nonprofit sector in the United States generated nearly $1.9 trillion in gross output, is estimated to contribute 5.6% toward the country’s $25.5 trillion in gross domestic product (GDP), and contributes immeasurable benefits to society. The industry continues to face challenges as the demand for services has increased and fundraising difficulties persist. This article analyzes peer-reviewed articles focused on nonprofit fundraising using a systematic approach. My findings suggest that one of the keys to effective nonprofit fundraising …