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Service blueprinting : a potential tool for improving cause-donor exchanges
journal contribution
posted on 2006-10-01, 00:00 authored by Michael PolonskyMichael Polonsky, R GarmaThis paper examines the potential for using service blueprinting to assist non-profit organizations in better managing donor exchanges. In many cases organizations are unclear of donors' expectations in relation to the overall giving experience. Failure to deliver on expectations could potentially result in donor 'dissatisfaction', which in turn may result in reductions of future donations to these organizations. This article begins with a review of blueprinting and the benefits of using such as tool as to assist in understanding the donation exchange. Zeithaml and Bitner's (2000) steps in building a blueprint are explained in the context of non-profit-donor exchanges. An example of a hypothetical blueprint provided to highlight the complexity and divergence encountered in such exchanges and used to identify potential problems associated with the various aspects of the donation experience. Finally, implications for managing giving and suggestions for future research are offered.
History
Journal
Journal of nonprofit and public sector marketingVolume
16Issue
1 & 2Pagination
1 - 20Publisher
New York, N.Y.Location
Haworth Press, Inc.ISSN
1049-5142eISSN
1540-6997Language
engNotes
The original publication can be found at http://www.HaworthPress.comPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2006, The Haworth Press, IncUsage metrics
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