Journal of Philanthropy and Marketing最新文献

This commentary on “Disrupting Philanthropy?: A Reality Check for Digital Crowdfunding” examines the self-contradictory moral economy of crowdfunding, noting its misleading characterization of its own politics. It discusses the limits of crowdfunding as continuous with the limits of philanthropy and charity. Noting the typically patrician inflection of the term “philanthropy,” it suggests the class conflicts that the project of “disrupting philanthropy” engenders (or pretends to). Extending the authors' close reading of discourse about crowdfunding, the essay offers a complementary critique of this new form of finance. It suggests that in trading on rhetoric about disruption, democratization, revolution, and the power of “crowds,” crowdfunding justifies its de facto status as a substitute for social entitlements. Finally, it suggests opportunities for further research that examines the utility of crowdfunding's material failures and its actual accomplishments.

Donation of plasma, a blood component used to produce medicines, is not well known among the general population. This unfamiliarity, combined with considerable personal costs of plasma donation, that is, time and effort, and restrictive policies around donor compensation, poses a significant threat to plasma availability worldwide. Retention of existing plasma donors in particular poses challenges for plasma collection agencies. Loyalty programs, which reward returning donors, may contribute to donor retention. This study evaluates how plasma donors perceive and use a loyalty program and its effect on donation behavior. A total of 360 plasma donors participated in an online survey, and their answers were linked to their use of the loyalty program and donation behavior. Ten percent of survey participants had not registered for the program, mainly because they found it unnecessary to save for and receive rewards for donating. For users, we ran a Structural Equation Model (SEM) to estimate paths between perceptions (e.g., attitudes, expectations), use intention, actual use, and donation behavior. Results regarding perceptions were somewhat mixed, yet clear effects were observed for the path from intention to use the loyalty program to actual use of the program and to actual donation behavior. In conclusion, we find that online, easy-to-use loyalty programs give donors more control over whether to use their loyalty points and how and what to save for (as compared to the smaller gifts they would receive in standard milestone-based appreciation programs) and can have a positive impact on their donation behavior and ultimately, on plasma availability.

This practice paper describes a health marketing campaign at the community level that shifted towards co-creation in an effort to reach an excluded urban population with little to no access to formal healthcare. The campaign's early attempts to employ traditional, top-down messages were unsuccessful at providing meaningful participation because of cultural incongruence, distrust, and linguistic barriers. The campaign subsequently shifted towards a participatory strategy by engaging members of the target population in message creation, imagery, and delivery strategy. Based on inclusive marketing and participatory communication principles, the co-creation process resulted in culturally appropriate metaphors, localized images, oral forms of messages like WhatsApp voice notes and street theatre at the grassroots level. Major lessons learned were: the need to transform the role of the marketer from an expert to a facilitator, valuing cultural translation more than linear messaging, and understanding informal media as effective outreach tools. The article concludes with practical implications for philanthropic organizations seeking to enhance message legitimacy and local trust in health interventions. The article highlights that co-creation is not only a moral imperative but also a strategic imperative when operating in underserved settings. By prioritizing local voices and pursuing a flexible, iterative design approach, marketers can develop more efficacious and inclusive campaigns. The findings provide a transferrable framework for other non-profits seeking to develop authentic engagement with vulnerable communities.

As the cannabis industry engages in philanthropy, nonprofits face complex decisions about whether to accept such donations. Although prior research has focused on the motivations behind corporate giving in stigmatized industries, much less is known about how potential recipients evaluate these contributions. This study explores the organizational and contextual characteristics that shape nonprofit openness to cannabis philanthropy, drawing on institutional, stakeholder, and legitimacy theories. Using survey data from over 300 Colorado nonprofits, we examine how factors such as size, age, mission, population served, federal funding, and local political context influence both attitudes toward and actual acceptance of cannabis-related funding. Results show that smaller and younger organizations appear to exhibit greater openness to cannabis-related donation acceptance. Additionally, mission alignment and the beneficiary population—particularly organizations serving youth—are the strongest predictors of rejection, whereas federal funding is also associated with reluctance. Contrary to expectations, political context does not significantly influence decisions. The findings highlight the normative and resource-dependence pressures through which nonprofits assess and legitimize emerging sources of controversial funding.

A brand's status as for-profit or non-profit shapes individuals' expectations along two fundamental dimensions: competence and warmth. These dimensions, grounded in person-perception models, influence how audiences evaluate brands. While the ideal brand is perceived as both highly competent and highly warm, for-profits and non-profits begin from different stereotypes: for-profits are generally seen as more competent (but less warm), whereas non-profits are viewed as warmer (but less competent). To overcome these imbalances, for-profits often emphasize warmth (e.g., through corporate social responsibility) and non-profits stress competence (e.g., through efficiency and performance signals). Across two experimental studies, we find that for-profit brands receive more favorable brand evaluations when emphasizing warmth, while non-profits receive less favorable evaluations when emphasizing competence. In practical terms, for-profit firms benefit from humanizing their image and showcasing prosocial engagement, but non-profits may inadvertently undermine their benevolent positioning when appearing overly business-like. A follow-up study revealed that political ideology moderates these effects: liberal audiences responded more favorably to warmth appeals for for-profits and showed more negative reactions to competence messaging for non-profits, whereas conservative consumers displayed minimal responses to both warmth cues for for-profits and competence-focused messages for non-profits. Together, these findings suggest that while warmth appeals enhance evaluations of for-profit brands, non-profits must tread carefully when emphasizing competence, particularly among liberal audiences who may view such messaging as inconsistent with nonprofit identity.

This study examines how intrinsic and extrinsic motivations influence monetary support in crowdfunding through the lens of self-determination theory and cultural background, offering implications for fundraising strategies. Using controlled lab experiments across varied crowdfunding contexts—art, music, small business, and nonprofit campaigns—we explore the overjustification effect and the role of sociocultural factors in shaping donor behavior. Rewards are categorized as extrinsic (gift and recognition) or intrinsic (participation and influence). Findings reveal that removing gifts slightly increases average contributions, whereas eliminating both gifts and recognition reduces support. Donor behavior also varies by country: US-born participants contribute the most overall, UK-born donors prefer gift-free scenarios, and Canadian-born donors are more generous when both gifts and recognition are absent. These results challenge conventional interpretations of the overjustification effect and highlight the importance of culturally responsive reward structures. We offer practical recommendations for campaign designers and nonprofit organizations to optimize crowdfunding strategies using targeted incentives and social proof. By anchoring donor motivations within a self-determination framework, this study contributes to the literature on philanthropic marketing and behavioral economics.

Similar to commercial banks, zakat institutions collect Islamic social funds, e.g., zakat (Islamic alms), infaq, and shadaqah (charitable funds) from the public and distribute such funds to the specified beneficiaries with aims at no profit. However, in contrast to such traditional financial institutions that operate under a standardised regulatory framework, zakat institutions do not possess a universally recognised framework for evaluating their institutional performance. This study explores the recent practice of measuring the performance of zakat institutions using a qualitative literature review of 14 research reports published by Indonesia's National Zakat Agency (Baznas RI). NVivo is used for deductive coding, guided by three predefined themes, i.e., organizational performance, zakat distribution metrics, and zakat collection metrics. A further step is data visualization using quantitative data generated from the reviewed publication, for which a Python script is used for visualization. The findings reveal Baznas RI's approach to measuring zakat institutions' performance that is in line with the core business of zakat administration, e.g., development of financial ratios, Shariah (Islamic law) compliance indices, risk management frameworks, social impact assessments, among others. These applied frameworks integrate Islamic principles with operational performance indicators to address governance, transparency, and sustainability issues. This study contributes to the discourse on nonprofit institution research, particularly in relation to the institution-driven performance evaluation models for zakat institutions.