BEYOND LUCK AND MONEY: STAYING POSITIVE IN A DOWN ECONOMY

摘要

Purpose - The purpose of this paper is to provide suggestions for sustaining effective marketing andrnfundraising in challenging economic times.rnDesign/methodology/approach - This paper discusses and gives examples of marketing andrnpromotion strategies to sustain fundraising.rnFindings - This paper proposes that, in an economic downturn, donors and stakeholders willrnrespond to positive messages rather than tales of woe.rnOriginality/value - The value of this paper is in its suggestions for telling the library's story inrnways that encourage financial support.