The traditional method of identifying non-profit competitors places those with similar
objectives as forming the competitive set (looking inside out). This research provides a
different perspective by looking at supporter behaviour and how this is shared across
the non-profit sector (outside in). The research also applies the ...
The traditional method of identifying non-profit competitors places those with similar
objectives as forming the competitive set (looking inside out). This research provides a
different perspective by looking at supporter behaviour and how this is shared across
the non-profit sector (outside in). The research also applies the Duplication-of-Purchase
law to a new context.
Four data sets from the US and Australia highlight that the overlap of supporters at
cause-based groupings (e.g. children versus animal focused) and brand level (e.g. World
Vision versus RSPCA) is largely determined by supporter numbers. This supportercentric
analytic view can highlight key competitors and potential collaborators that
would be missed using the traditional inside-out perspective.