Journal of Philanthropy and Marketing最新文献

The field experiment was conducted to explore in what ways CO₂ labeling impacts customers' product selection. The objective of this study is the connection between eco-labeling and the number of sales (customers' purchasing choices) made regardless of the price determinant. We performed a controlled investigation within 2 weeks, adding a CO₂ label to the meals during the second week. The labeling icon showed the lifecycle emissions as a number and had a three-level, high-medium-low graphical signal. The difference in sales between the 2 weeks was analyzed via chi-squared and student t-tests. There was a significant shift from meals associated with high CO₂ emissions toward meals associated with lower CO₂ quantity (chi-square test, p = 0.001). There was likewise a significant 6% decrease in CO₂ equivalent emissions per weight unit of purchased meals. As the shares of plant, meat, and fish-based meals were similar for Week 1 and 2, the label was not potent enough to convince customers to change their diet styles. The reduction of CO₂ emissions was achieved mainly through shifts in the direction of lower-emitting meat and fish dishes. The obtained results depict that consumers pay attention to labeling while making purchasing choices, which has implications for marketing practice. The study implies that customers tend to select products with a lower environmental impact over others.

This study aimed to assess the ethical dilemma in using poverty porn as a means of fundraising by non-governmental organisations (NGOs) in Ghana. The paper focuses on the ethical concerns from NGOs' perspective as they engage in charitable work to help reduce poverty in society. The study sought to answer the research questions using a qualitative approach by studying some selected NGOs in Ghana, West Africa. In-depth interviews were used to solicit responses from management members in charge of fundraising in 22 NGOs. The data were analyzed using thematic textual analysis (TTA). From the findings, it became evident that NGOs in their use of poverty porn believed the practice is a better alternative to raise more donations. They feel that the good side of the practice, which is supporting the needy, is more important and outweighs any counterarguments. They believed the end justifies the means. To the best of the researchers' knowledge, this is one of few studies that attempt to focus on the ethical concerns of poverty porn by NGOs.

Scholars and practitioners have long viewed an individual's age to be a key predictor of giving outcomes. Specifically, older individuals are expected to be more philanthropic than younger individuals are. Utilizing a ten-year dataset from a Research One university in the United States, donation histories to health areas of the campus are matched with patient visit records from the university's affiliated hospitals and clinics system to empirically examine this accepted wisdom. The initial findings confirm basic expectations around donor acquisition as older prospects are acquired at higher rates than younger prospects. However, once the organization acquires and solicits donors, age's associative impact on retention rate becomes flat to negative, which indicates support for the alternative view that many younger donor prospects may have capacity and willingness to give. The role of giving purpose is also compared and contrasted among younger and older donor prospects, showing that managers of nonprofits can strategically solicit each population uniquely with targeted approaches to drive higher total fundraising success. The key results are discussed and both implications for theory and practice are derived in the process.

This article responds to the representations of disability and health care in MrBeast's disability focused philanthropic efforts such as [1000 Deaf People Hear for the First Time] (https://www.youtube.com/watch?v=WTOm65IZneg), and [1000 Blind People See For the First Time] (https://www.youtube.com/watch?v=TJ2ifmkGGus). These videos follow the structure of a number of MrBeast's other social initiatives such as [Planting 20,000,000 Trees, My Biggest Project Ever!] (https://www.youtube.com/watch?v=HPJKxAhLw5I) In quantifying his initiatives in this way MrBeast is able to both reference back to his first breakthrough viral video where he counted to 100,000 over the course of 40 hours and leverage his followers to pick up the challenge and contribute towards the initiative. The YouTube algorithm has responded well to these approaches and as of 2023 Mr Beast is one of the most viewed and highest paid YouTubers. To respond to these disability focused videos under the broader banner of Beast Philanthropy, I also consider the response to these videos and Rhodri Davies' article. Amongst many things, Davies draws attention to the agency or lack thereof of the people receiving Mr Beasts' gifts, asserting they are disempowered as “merely passive actors whose twofold role is to provide a means for him to perform viewer-pleasing acts of generosity, and then to offer suitably effusive and emotional displays of gratitude in response.” I agree and assert that any non-consensual sharing of images is a form of disability abuse. As such, we must consider the agency of the people involved in these videos and whether they have given informed consent, and what informed consent means in this context.

To complete this special issue debating the philanthropy of MrBeast, Rhodri Davies offers some thoughtful responses to commentaries on his invited paper. Davies highlights how Beast Philanthropy, despite its novelty, evokes many of the classic ethical, moral, and political debates within the field. Nonetheless, in the contemporary ‘attention economy’ he notes that there are developments within this new style of ‘influencer philanthropy’ that we should observe closely and explore their implications. Davies observes an ambivalence and occasional frustration with MrBeast among the commentaries in this issue, but also a cautious optimism, informed both by the positive impacts Beast Philanthropy has already achieved and how it may evolve and mature over time. Davies urges us to put aside any generational differences and aesthetic aversions, and to engage in a generous spirit with this new era of influencer philanthropy.

This essay explores the crucial yet often overlooked role of religious identity in philanthropy, focusing on how Christian hegemony influences the sector's practices and priorities. While scholars have extensively studied the impact of social identities such as race, gender, and sexuality on philanthropic giving, the significance of religious diversity remains largely neglected. Building upon the existing literature, this essay argues that understanding and embracing religious diversity is essential for fully realizing diversity, equity, inclusion, and justice (DEIJ) within philanthropy.

This article examines the philanthropy/marketing interface with reference to celebrity philanthropy, focusing on the American YouTube star, MrBeast, and the Chinese government regulation of celebrities and social media influencers. Celebrity nowadays can refer to film and music stars with international broadcast media visibility and to people who create their own fame through social media and appeals to niche markets/audiences (social media influencers). While the United States of America has historically used tax incentives to encourage elite philanthropy as a matter of individual choice, the Chinese government is regulating the cultural industries to promote and direct celebrity and influencer philanthropy towards government-endorsed development goals. Comparing debates about MrBeast philanthropy with the operation of philanthropy in China highlights different ideas about celebrity/influencer philanthropy and the role it can play in supporting public welfare.

Income plays a crucial role in shaping pro-social behavior, particularly in the context of charitable giving. However, existing literature reveals mixed findings when dealing with the nuances in this relationship. This study aims to evaluate the main hypotheses concerning the influence of income on charitable giving, drawing on data from a 2021 national survey with 2099 respondents in Brazil. This study contributes with new evidence to the topic within the context of a middle-income Latin American country, an aspect often overlooked in previous studies. Our analysis focuses on how an individual's household income influences three key aspects: the likelihood of giving, the amount given, and the proportion of household income donated. The findings indicate that individuals from higher-income households donate larger sums of money but the same proportion of income as other income households. Household income does not significantly affect the likelihood of donating or the proportion of income donated.

MrBeast is the world's most successful individual YouTube content creator. Having made his name with videos of high-concept challenges and stunts, he has subsequently produced a series of viral videos centring on acts of philanthropy – drawing both praise and criticism in the process. This paper attempts to place MrBeast's approach in the context of wider historical and current debates about the nature and role of philanthropy, in order to ascertain what (if anything) is genuinely novel about it, and how we should understand it in relation to models of philanthropy that have gone before. The paper considers “Beast Philanthropy” through a range of lenses − aesthetic, ethical, economic and political − and what these can tell us about the key questions we should be asking and whether, on balance, we should view this phenomenon positively or not.