As part of AMB200 Consumer Behaviour, I investigated the organisational problem of engaging a new audience with an 'old' topic, making recommendations on how to increase online donor recruitment. The report:

• Detailed the context and organisational problem/opportunity 

• Reviewed, analysed and evaluated the current literature regarding donation trends, donor behaviour and previously successful campaigns

• Evaluated and applied the Giving Behaviour Model and the influence of reference groups on purchase intentions 

• Made recommendations and suggested specific tactics to increase donation engagement

 

Mark received: High Distinction (7), 90% Overall

My work was actually selected as one of the best within the cohort and as such, it was presented to the client who proceeded to offer myself an internship. 

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