Agency termination decisions by small to medium-sized charitable organizations
Respondents to a mail survey designed to investigate relationships between small to medium-sized charities (SMCs) and their advertising agencies were questioned about the reasons underlying their decisions to change their agencies. It emerged that most SMC clients adopted pragmatic and commercially orientated approaches to the issue of agency termination. 'Market-orientated' charities were more likely to switch their agency within any given period than were others, particularly SMCs which (1) bench-marked their marketing activities against those of competing organizations, (2) experimented with promotional techniques and (3) employed marketing personnel who exerted a heavy influence on a charity's organization and management. Turbulence in the fund-raising environment was also a significant factor. The main reasons cited for agency termination related to poor creativity and the failure of advertisements to generate additional income.
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Document Type: Research Article
Publication date: September 1, 1999