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Strategic issues for charities and philanthropies |
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| Authors: | James W. Harvey Kevin F. McCrohan |
| Affiliation: | James W. Harvey is Assistant Professor at Marketing at George Mason University, Fiarfax, Virginia, USA Kevin F. McCrohan is Professor of Marketing at George Mason University, Fairfax, Virginia, USA |
| Abstract: | This article explores the need for charities and philanthropic bodies to develop strategies which emphasize efficiency and service and the examples and evidence presented highlight some important issues for fundraisers. The most obvious implication is the need for charitable bodies to institute environmental scanning and strategic planning. |
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