Journal of Philanthropy and Marketing最新文献

An innovative way to support cultural institutions is through reward-based crowdfunding, an online funding mechanism for a specific project, which offers donors a reward for their donation. We explored employees' perceptions of crowdfunding and focused on the question: “How do employees of cultural institutions running a crowdfunding campaign perceive the use of crowdfunding to collect funds?” To answer this question, we focus on interpretive research using semi-structured interviews (n = 15) among Dutch cultural institutions' employees responsible for running the crowdfunding. We used earlier findings on psychological ownership to structure the interviews. Psychological ownership is the feeling that the project has become an employee's extension, and previous research linked it to success on the work floor. Our findings claim four lessons. First, crowdfunding is a full-time job and not an extra activity. Second, crowdfunding differs from traditional fundraising: it contains specific content-related tasks they do not perform as fundraisers. Third, crowdfunding asks for teamwork. While autonomy is valued, one employee should not be responsible for the campaign. Fourth, crowdfunding does not come naturally to all cultural institutions. This research provides a basis for further specification of crowdfunding and its implementation in the cultural sector.

Nonprofit organizations (NPOs) have become increasingly dependent on episodic volunteers (EVs), those that would help carry out an event with little training and expectation to commit to future events. Despite its importance to the survival of NPOs, the use of EVs with respect to fundraising has received little research focus. Furthermore, none of the existing studies identified examined how fundraising EVs differ from other EVs. This study seeks to contribute to our understanding of fundraising EVs using a global perspective. Data were generated using surveys distributed in seven countries, tallying more than 4,000 respondents. Variables included demographic characteristics, previous donation and volunteer history, motives, mode of volunteering, and overall experience. The data were analyzed by applying between-group (logistic regression on participation) and within-group analysis (ordered logistic regression on willingness to participate in the future). Data were further analyzed by examining differences by country. We found that country, gender, religion, income, employment, history of donations, mode of volunteering, and several motives, both intrinsic and extrinsic, were significant in the logistic regression analysis of participation in fundraising episodic volunteering. The ordered logistic analysis unexpectedly found that the only predictors to foster a willingness to engage again were the responsiveness of the event team and a desire to fulfill spiritual satisfaction. In recruiting and selecting EVs for fundraising events, NPOs should consider previous or current donors and those with regular volunteering experience and they should market volunteer opportunities towards those in search of spiritual fulfillment and meaning. Moreover, NPOs should prioritize quick and clear communication with fundraising EVs in order to foster a willingness to volunteer again. Lastly, NPOs should regularly assess for country-specific factors and contexts that may affect episodic volunteering in fundraising events. Our paper illustrates who fundraising EVs are, their motives, how they choose to volunteer, and what contributes to their willingness to volunteer again. Given the limited research on fundraising EVs, this study serves to help lay the foundation of research for this unique subgroup. Our aim was to not only address the dearth of literature but serve as a springboard for future research on fundraising EVs.

This manuscript provides a foundation of information to provide a benchmark for further understanding how culture impacts the presentation of art museums' mission as well as cultivating relationship with its supporters. Using content analysis methodology, the research investigates how a random sampling of the globe's most visited art museums incorporate Kelly's (1998, 2001) stewardship dimensions into their homepages and membership webpages as well as Hofstede's six cultural dimensions into the museums' “About Us” pages. Results from this investigation found that art museums widely use the reporting and relationship nurturing strategies to reach out to a broad range of supporters, but they fail to recognize and thank specific individuals or groups of supporters to deepen the relationship with their most ardent supporters. The intersection of stewardship strategies with Hofstede's cultural dimensions are also explored qualitatively based on patterns identified within the results.

As nonprofits increasingly rely on large contributions, skillful major gift fundraisers are more important than ever. In contrast to the vast research on donor motivations, there are few examinations of fundraisers or fundraising relationships. This study responds to nonprofits' interest in understanding beneficial fundraising strategies and to the lack of empirical literature with the question: From the donor perspective, what characteristics do fundraisers demonstrate within high-quality major giving relationships? This exploratory, interview-based project used a codebook thematic analysis approach based on HEXACO personality theory to review participants' reflections about fundraisers. The 20 participating donors had given between USD$10,000 and USD$40 million to select colleges and universities in the US Midwest region. This study confirms much of what fundraisers believe to be important to major gift donors, with added nuance about the complex form of professionalism donors appreciate. The fundraiser characteristics show several dual emphases, including on field expertise and interpersonal acumen, attention to donor concerns and institutional interests, patience with the gift-making process and ability to facilitate its progression, and attention to ethical practice and empathetic interactions. The study shows the inner workings of the major giving relationship fundraising paradigm, reveals how societal perceptions of fundraisers are relevant for understanding donor preferences, and provides a framework for fundraisers to assess and enhance their interactions with major donors.

Which novelties do donation- and reward-based crowdfunding bring to philanthropy? Scholars interested in crowdfunding contributed to developing empirical explanations on which features impact online giving. However, the focus on theory building is limited. We developed a theoretical framework by categorizing the empirical findings reported in 198 studies, which resulted in four crowdfunding features impacting giving: (1) project creator, (2) social information, (3) rewards, and (4) project description. We explain why these features impact giving by integrating them with insights from several fields of social sciences, deriving seven giving mechanisms. We conclude that with impacting donations via crowdfunding, three giving themes exist: being affected by (1) the perceived project's quality, (2) social connections and/or (3) tangible rewards. The categorization of mechanisms for giving allows initiators to extract best practice examples for increasing the probability of successful crowdfunding projects considering the giving mechanisms.

Research on sustainable consumption is increasing however, it mostly focuses on commercial products. Fashion industry in general remains understudied especially small size business in sustainable fashion. Even this segment continues to be neglected in research, it creates a significant impact on sustainability. The study is carried in Lithuania. While sustainability is regarded as the business standard in neighboring countries, especially Scandinavia, Lithuania is still learning how to become more conscious and sustainable. Although the country has the capacity to lead sustainability in the region, there is inadequate education on this matter. Regardless, several local businesses and governments agree that incorporating sustainability is a single clear route to economic growth. The paper aims to understand motives and values of Lithuanian sustainable clothing business owners and explore how they communicate these motives and values. The study employs a qualitative approach of in-depth semi-structured interviews. The analysis is guided by the framework of grounded theory, which leads to the conception of four themes: (1) Initiating a Change; (2) Respectful and Responsible Approach; (3) Slowness; (4) Personal and Purposeful Communication. A possible limitation of this study is the language barrier. Participants could choose whether they wished to speak in English or Lithuanian. Three out of seven chose to speak their native language, while four agreed to speak in English. Although English-speaking participants did not show any difficulty expressing themselves, their interviews turned out to be shorter than those conducted in Lithuanian. Findings indicate that the motives, values, and communication procedures of the owners are reflected in bringing about a change in consumers' minds and actions, taking responsibility to show respect to stakeholders and the environment, slowing down in every step from design to shipping, and building a conscious and educated community. The paper has defined relevant terms and put forward the ground values of the sustainable fashion industry by giving a voice to sustainable clothing business owners, their experiences, and insights.

To thrive and survive, nonprofit organizations should always seek new sources of donations. Although many of these entities are laser-focused on obtaining cash and other similar forms of funds from their donors, they should not forget the abundant donation type that is also available to them: noncash goods. The process of marketing to donors for these goods is unique compared to fundraising for cash. Consequently, the goal of this study is multifaceted: to remind nonprofit organizations of the availability of noncash goods as a donation source, encourage them to unlock this trove through marketing, and provide them with recommendations on how to do so.

Community-based organizations (CBOs) fill a critical role in acting as public health partners and trusted resources for their communities, especially in an emergency. The CDC Foundation, an independent, nonprofit organization, used trust-based philanthropy to manage more than 110 COVID-19 grants focused on equitable vaccine information, outreach, and access. The CDC Foundation team uses a trust-based philanthropy paradigm by applying five out of six of the grantmaking practices: do the homework; simplify and streamline paperwork; be transparent and responsive; solicit and act on feedback; and offer support beyond the check. By applying trust-based philanthropy practices, the CDC Foundation is empowering CBOs through flexible grant management and more equitable power dynamics as grantee and grantor. This has been essential to CBOs in their efforts of tackling health inequities during the COVID-19 pandemic and improving community resilience. Lessons learned will inform future collaborations with CBOs where the power dynamics are shared.

Critical commentaries on visual constructions of distant suffering within humanitarian communication research have critiqued and problematised how International non-governmental organisations (INGOs) frame Black and Brown distant ‘Others.’ However, much focus has been on the implications of these mediated imageries for overseas communities, while African diaspora have received much less attention. African diaspora is critical in current debates around representation, especially given increased criticisms around the ethicality of INGO fundraising communications for UK-situated Black racialised publics. This article thus complicates existing debates by repositioning the empirical preoccupation with distant Others ‘over there,’ towards UK-situated African diaspora ‘over here.’ Using interview evidence with UK-based INGO professionals involved in the production and dissemination of imageries of humanitarian issues, it explores how INGOs construe African diaspora populations in considerations around, and implications of, the ethicality of their communications. Revealing that African diaspora are largely absent or ‘afterthoughts’ in INGO consciousness and practices for three central reasons. (1) They are not considered distinct and differentiated donor audiences worthy of strategic prioritisation, (2) Implicit professional/organisational ‘whiteness’ limits reflexive foresight of potential implications (negative or positive) of communications for diaspora and, (3) INGOs temporise over the (im)practicalities of ‘diaspora inclusive’ agendas for ethical communication.