Journal of Philanthropy and Marketing最新文献

This study contributes to the discussion on philanthropic giving. The purpose of this article is to examine the pattern of donation behavior, specifically focusing on the emotional impact of showcasing images of impoverished children. By experimenting, we aim to explore the potential influence of various demographic characteristics (income, gender) and personal traits (altruism) on the propensity to donate. We also investigate if there are any differences between local and international donations. The current study aims to shed light on the potentially impactful role that images can play in eliciting support. We adopt an experimental approach employing the S-O-R framework. We explore donors' behaviors towards charitable projects by examining the roles of donors' demographics and donors' psychological perception of selflessness. We tested our research model anchored on prior literature using data from 549 potential donors for crowdfunding campaigns based in Asia and Africa, accounting for 280 and 269 observations, respectively. The data were gathered via an online survey. Our study reveals a higher propensity to donate in higher-income, female and international potential donors, whereas it found no significant influence of selflessness on donation behavior. These results may help increase crowdfunding campaigns' reach through a better targeting strategy. Donation-based crowdfunding platforms need to put more effort into internationalization as a means to attract more backers and ensure sustainability.

Two types of social media challenges were compared: the Second-hand September and the No New Clothes challenge, both restraining consumption of new clothes. First, a survey (n = 416) measured the motivation of environmentally conscious consumers to participate in online consumption reduction challenges. Factor analysis and multilinear regressions were used to test the predictive power of anti-fashion preferences, environmental and ethical concern in relation to consumption reduction. A second study examined the motivations and attitudes of participants of two No New Clothes challenges in reducing their fashion consumption on five dimensions, such as environmental, ethical, animal protection, frugality and personal curiosity; and about their willingness to continue with not buying clothes after the challenge, with additional qualitative insights that shed light on the main barriers and opportunities associated with the reduction of fashion consumption. The study also situates anti-consumption, voluntary simplicity, and second-hand clothing within the context of sustainable fashion. Findings suggest that consumption reduction is primarily driven by ethical concerns and a desire to learn about sustainable fashion, with anti-fashion attitudes influencing participation. Results indicate that second-hand clothing might be a trigger for consumption. Study 2 confirmed that after the one-year challenge, 68% of participants prioritised second-hand purchases, followed by ethical brands (27.5%). Participants motivated by frugality were less likely to continue anti-consumption practices and more prone to reverting to fast fashion due to its accessibility. Anti-consumers were driven by voluntary simplicity and willingly took on active roles in promoting sustainable practices. The comparative analysis of two online challenges—Secondhand September and No New Clothes—highlights the role of social media in fostering anti-consumption engagement and behavioural change, offering a fresh perspective on how digital platforms can drive sustainable practices, and draws conclusions on anti-consumption motivations and practices. The analysis also sheds light on the difference between treasure hunting and anti-consumption attitudes.

Sunset foundations—foundations that exist for a limited time—are gaining increased attention in the discussion on impactful philanthropy. The idea is that having a limited organizational life span allows for greater impact. However, there is little knowledge on how leaders of these foundations navigate this sunset phase. Based on organizational development theory, we take a first step in investigating the causes that lead to the decision to sunset. We apply a multiple-case study approach to analyze an international sample of 11 sunset foundations. We find that depending on the cause for the decision to close as well as the logic through which the remaining endowment is spent down, four distinct ideal-typical sunset strategies emerge. The proposed strategic patterns refer to as Impact Accelerators, Urgency Responders, Resource Spenders, and Fade-outs. This classification adds to a better understanding of the strategic and managerial requirements leaders of sunset foundations should consider and the intended impact goals connected to a sunset.

Previous research has shown that concrete-framed fundraising goals are more effective at eliciting donations. This study extends these findings by exploring the boundaries of the concrete framing effect. Across three experiments, our results indicate that concrete framing positively influences donations by enhancing message elaboration, which in turn increases empathy and, consequently, willingness to donate. However, the impact of this framing is moderated by the size of the donation request and the identification of the beneficiary. These findings provide valuable insights for charities and nonprofits on how to craft fundraising messages that maximize cognitive and emotional engagement with potential donors.

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US nonprofit organization websites (n = 81). Quantitative analysis of web accessibility data reveals that a little more than 5% of US. nonprofit websites offer accessibility policy (AP) statements or tailored information to PwDs on the website home pages. Results show US nonprofit websites are laden with specific accessibility error types that are most likely to impact user experiences related to perceivability, operability, and understandability. These error types were also positively and moderately correlated across the home, donation, and contact pages within the websites. This study draws attention to the critical role of web and language accessibility in fulfilling stakeholder needs and advancing nonprofit missions. Discussion and limitations are provided.