Journal of Philanthropy and Marketing最新文献

This study offers a novel contribution to the charitable giving literature by empirically linking specific personal worldview convictions, particularly self-transcendent versus physical-self orientations, to both the likelihood and magnitude of charitable giving. While existing research has extensively explored demographic, religious, and psychological drivers of giving, few have systematically examined the foundational role of worldview in shaping financial generosity. Grounded in the theory of planned behavior (TPB), this study uses original survey data from 471 participants to test how distinct worldview convictions serve as normative beliefs that inform charitable behavior. The results reveal that, although personal worldview convictions had limited influence on the decision to give, they strongly predicted how much individuals gave. Specifically, conviction in self-transcendent worldviews (e.g., monotheistic and polytheistic) was significantly associated with higher charitable contributions, while physical-self convictions (e.g., humanistic and post-modern) were negatively associated. By introducing personal worldview conviction as a meaningful social norm variable within the TPB framework, this paper expands the theoretical understanding of prosocial financial behavior and offers actionable insights for researchers, policymakers, and nonprofit practitioners.

Amid the anti-racist imperative of the Black Lives Matter (BLM) movement and global decolonisation efforts, international non-governmental organisations (INGOs) in the UK are grappling with race and racism in their development communications. While attention to racial representation in visual narratives has increased, UK African diaspora perspectives remain marginalised. This paper introduces the ACT model—Activating Cultural Awareness, Community Collaboration, and Transformative Communication Practices—as a culturally competent framework for inclusive development communications. It advocates for empowering African diaspora communities to reshape development narratives and foster more equitable, authentic, and impactful communications across the sector.

This study examined the role of self-transcendent emotions in increasing motivation to solve social and environmental problems. It investigated how self-transcendent emotions and empathy predict individuals' problem recognition, constraint recognition, involvement recognition, and in turn, situational motivation in problem solving for two hot-button issues—climate change and immigration. A 2 (emotions: self-transcendent vs. control) × 2 [issue: social (immigration) vs. environmental (climate change)] experimental study (N = 520) found that self-transcendent emotions increased empathy, which significantly influenced problem recognition, constraint recognition, and involvement recognition, as well as situational motivation. Theoretical and practical implications for nonprofit organisations are discussed.

As the use of artificial intelligence (AI) expands in organizations and academia, it seems important to question its potential contributions and threats in the context of nonprofit and philanthropic studies. The current policies of scientific publishers make the use of AI just another ethical issue to be monitored. Therefore, its only interest is as a tool to save time on certain tasks. The same reasoning applies to organizations. In both cases, the use of AI in its free or mainstream market versions raises questions about the ability of these tools to take into account the specificities of nonprofit and philanthropy. There are also other suspicions, such as the proper use of the data provided to the AI, or the risk of standardized answers to management questions. In fact, the use of AI can save time on routine or complex tasks, allowing researchers to focus on their impact on society and organizations to focus on their impact on beneficiaries and the community. We can even hope that this time savings will encourage collaboration between researchers and organizations, in order for the former to supplant the generalist discussions proposed by AI, and for the latter to co-construct truly adapted practices.

This paper presents the first randomized controlled experiment to examine the effects of small gift and small estate percentage references in legacy gift marketing. The results offer practical and theoretical insights for fundraisers. Previous research in current donations finds that using examples of smaller gifts (“legitimizing paltry contributions”) tends to increase giving participation rates but reduce gift sizes. A popular approach to marketing charitable bequests takes a similar approach by using examples of leaving 1% of the estate. As expected, the use of a small estate percentage example, such as 1% or 2% of the estate, did significantly decrease the intended gift size. However, these examples also had weakly negative effects on the likelihood of making a bequest gift. The expected giving participation/amount tradeoff arose only in the strength of the negative impact caused by percentage examples. As the example percentages increased (1%, 2%, 5%, 10%, 20%, or “whether it is 1% or 50%,”), the statistical significance of the negative effects on gift likelihood tended to grow, while the statistical significance of the negative effects on intended gift size tended to fall. Alternatives such as referencing small dollar amount examples ($100 or $500) or “a very small gift in a will” had no significant effect on the likelihood of making a gift. However, the negative effect on intended gift size was significant for the $500 example. In addition to these results, the financial dominance of large estate gifts and the one-time nature of such gifts contraindicate marketing strategies (and performance metrics) focused on increasing gift participation at the expense of intended gift size.

Hospice care, for people with life-limiting or terminal illnesses, is increasingly in demand due to rising death rates and is increasingly reliant on voluntary income due to rising costs. Lack of understanding of the specific drivers and needs of donors to hospices, and widespread misconceptions about hospice services are combined with cultural difficulties in discussing death, dying and bereavement to result in a particularly complex environment for hospice fundraisers. To help navigate that complexity, this paper presents insights on hospice donor motivation and stewardship expectations, based on data from semi-structured interviews with 10 donors who have experienced a bereavement at one hospice in the UK. It generates three key findings: (1) In memory giving plays a developing role throughout the bereavement journey, providing a distraction for people in the immediate aftermath of their loss, enabling them to maintain a connection with the deceased, but, for some, eventually diminishing as they move on with their lives; (2) Awareness of need, gratitude, reciprocity, and future benefit are key drivers of giving to hospices, such that donors become newly aware of needs met by hospices, appreciative of the care received by departed loved ones, and committed to ensuring that they and others will have future access to hospice services; (3) Affinity and bonds with the hospice, including positive experiences with both frontline care staff and the fundraising team, build and sustain donor loyalty. We conclude that donations by those who have direct experience of the hospice are often a function of the ‘bereavement journey’ and that the extent to which this factor influences giving changes over time and between donors, leading to the recommendation that more bespoke stewardship is needed to best understand and meet the needs of these donors and to maximise the amounts given.

For fundraising campaigns to attract support from all generations, it is important to understand how younger generations prefer to give and which strategies speak to them. This editorial discusses insights from nine papers dedicated to a special issue on understanding and attracting younger generations to increase the pool of donors and volunteers. Our discussion focuses on their giving preferences, influencing factors, engagement strategies, and expectations. This focus provides valuable insights for organizations aiming to engage these generations in philanthropy more effectively. We conclude with five propositions, three pillars, and five suggestions for future research. Our propositions highlight the differences and similarities among generations, the need to continue modernizing fundraising approaches, the role of engagement, and the expectations of younger generations. We summarise the strategies and motivational factors via three pillars: (1) foster a sense of belonging, (2) promote personal growth, and (3) encourage active participation in philanthropic activities. These pillars highlight the significance of traditional values such as altruism and recognition while emphasizing the growing importance of personal development and fostering a fun and social environment. Our suggestions for future research include a call for (1) longitudinal studies, (2) comparative analyses, (3) increased attention to Generation Alpha, (4) exploration of the role of digital technologies, and (5) assessing the current implementation of the suggestions by non-profit organizations.

Reporting the case of St Angela's hospice, in which stakeholders became involved in marketing work, gives key insights into the vital relationship between nonprofits and their stakeholders. Insider access to an 8-month project helps to address the paucity of work that explores the active engagement of stakeholders in the work of nonprofit organisations. This practice paper explores the emotional investment, participation and contribution, as well as the outcome aspirations of a diverse group of stakeholders involved in a project to ‘refresh’ a hospice brand. Recommendations are relevant for nonprofit senior leadership teams, trustees wanting to develop stakeholder involvement, as well as nonprofit stakeholders considering deepening their involvement with nonprofit organisations.

Artification, the transformation of non-artistic objects, practices, or domains into art or art-like entities, has emerged as a pivotal concept in philanthropy and marketing. This paper develops a conceptual and theoretical framework to examine artification, emphasizing its capacity to add cultural, emotional, and symbolic value across diverse domains. By synthesizing interdisciplinary perspectives, the framework identifies five key components of artification: art infusion, contextual recontextualization, cultural capital accumulation, market and institutional legitimation, and public perception. These elements interact dynamically, illustrating how artification enhances consumer engagement, legitimizes social causes, and elevates brand identity. The framework highlights artification's implications for the third sector, where it strengthens advocacy efforts and fosters emotional resonance, while also critically addressing tensions between authenticity and commodification. This research contributes to understanding artification's transformative potential, offering practical insights for organizations aiming to integrate art into their strategies for differentiation, legitimacy, and societal impact.