Pub Date : 2020-08-04DOI: 10.1080/10495142.2020.1798858
H. Maulana
ABSTRACT While studies on reference group influence in commercial consumption settings have been done extensively, the same cannot be said in international education setting. The aim of this study was to identify the reference groups of international students who influence their intention to study abroad. Interviews with international students who were studying in a US higher education institution were conducted. Since graduate students are more likely to have exposure with more reference groups in their decision-making process, this study focused on Master and PhD students. Surprisingly, the students reported that their own opinion and motivation were more influential in their intention to study abroad than the reference groups.’ Besides the self, major reference groups include parents, friends, or relatives who have been abroad and professors. Finally, a number of suggestions for international education marketers were proposed.
{"title":"Relevant Others: Identifying the Reference Groups of International Students in the USA","authors":"H. Maulana","doi":"10.1080/10495142.2020.1798858","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798858","url":null,"abstract":"ABSTRACT While studies on reference group influence in commercial consumption settings have been done extensively, the same cannot be said in international education setting. The aim of this study was to identify the reference groups of international students who influence their intention to study abroad. Interviews with international students who were studying in a US higher education institution were conducted. Since graduate students are more likely to have exposure with more reference groups in their decision-making process, this study focused on Master and PhD students. Surprisingly, the students reported that their own opinion and motivation were more influential in their intention to study abroad than the reference groups.’ Besides the self, major reference groups include parents, friends, or relatives who have been abroad and professors. Finally, a number of suggestions for international education marketers were proposed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"204 - 227"},"PeriodicalIF":1.4,"publicationDate":"2020-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798858","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47748915","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-03DOI: 10.1080/10495142.2020.1798857
Alex Marland, Brooks DeCillia
ABSTRACT A political party is keen to jettison anyone who could plunge it into crisis, cost it votes, harm its reputation and damage its brand. Association with election candidates is particularly high risk because of the high stakes of an election campaign. As part of their reputation and brand management, party officials can screen aspiring candidates before local party members do so. Little is known about these pre-selection methods. We examine the lengthy, invasive screening questionnaires and secretive processes that Canadian political parties use to assess potential candidates. We show that parties probe for edgy remarks, controversial activities, intolerant attitudes and unlawful conduct. Vetting pays special attention to social media. We explain that the phenomenon responds to the growth of digital content, media interest in controversy and the turmoil sparked by opposition research. We then consider normative implications associated with media and democracy.
{"title":"Reputation and Brand Management by Political Parties: Party Vetting of Election Candidates in Canada","authors":"Alex Marland, Brooks DeCillia","doi":"10.1080/10495142.2020.1798857","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798857","url":null,"abstract":"ABSTRACT A political party is keen to jettison anyone who could plunge it into crisis, cost it votes, harm its reputation and damage its brand. Association with election candidates is particularly high risk because of the high stakes of an election campaign. As part of their reputation and brand management, party officials can screen aspiring candidates before local party members do so. Little is known about these pre-selection methods. We examine the lengthy, invasive screening questionnaires and secretive processes that Canadian political parties use to assess potential candidates. We show that parties probe for edgy remarks, controversial activities, intolerant attitudes and unlawful conduct. Vetting pays special attention to social media. We explain that the phenomenon responds to the growth of digital content, media interest in controversy and the turmoil sparked by opposition research. We then consider normative implications associated with media and democracy.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"342 - 363"},"PeriodicalIF":1.4,"publicationDate":"2020-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798857","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44053905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-03DOI: 10.1080/10495142.2020.1798860
Sidharth Muralidharan, Carrie La Ferle
ABSTRACT Research on sexual violence and bullying has highlighted the importance of bystander intervention. This empirical study focuses on public health messaging that can induce positive behavior change and help curb domestic violence, a global human rights and health issue. With psychological distance as the theoretical framework, the current study explored the persuasive impact of emotional ad appeals – shame (other-focused) and hope (ego-focused) – on varying levels of perceived peer support among participants from India. From a regression analysis, the findings showed that hope was more effective than shame in generating favorable attitudes toward the ad and stronger reporting intentions. Furthermore, hope was more effective among those with low perceived peer support, while either emotion worked well for those with high perceived peer support. Theoretical and managerial implications are discussed.
{"title":"Would Shaming or Instilling Hope in Indian Bystanders Lead to Positive Reporting Intentions? Examining the Impact of Emotional Appeals and Perceived Social Support in Domestic Violence Prevention PSAs","authors":"Sidharth Muralidharan, Carrie La Ferle","doi":"10.1080/10495142.2020.1798860","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798860","url":null,"abstract":"ABSTRACT Research on sexual violence and bullying has highlighted the importance of bystander intervention. This empirical study focuses on public health messaging that can induce positive behavior change and help curb domestic violence, a global human rights and health issue. With psychological distance as the theoretical framework, the current study explored the persuasive impact of emotional ad appeals – shame (other-focused) and hope (ego-focused) – on varying levels of perceived peer support among participants from India. From a regression analysis, the findings showed that hope was more effective than shame in generating favorable attitudes toward the ad and stronger reporting intentions. Furthermore, hope was more effective among those with low perceived peer support, while either emotion worked well for those with high perceived peer support. Theoretical and managerial implications are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"228 - 246"},"PeriodicalIF":1.4,"publicationDate":"2020-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798860","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44488329","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-30DOI: 10.1080/10495142.2020.1798855
A. Selin Atalay, Margaret G. Meloy
ABSTRACT Federal and local emergency management agencies and policymakers often ask: Why do individuals refuse to leave their homes when emergency evacuations are mandated during life-threatening natural disasters? In three experimental studies, the current research establishes that during a natural disaster, individuals become aware of their mortality. Existential anxiety is high and a need for control is instantiated. This makes following the directive to evacuate relatively less appealing. If, however, individuals can meet their need for control while in the process of making the evacuation decision (e.g., choice of shelter), the likelihood of evacuating increases. In light of increasing concerns related to global climate change, terrorist threats, pandemics, and other natural disasters, calls for more interdisciplinary work in understanding human decision-making in emergency situations have been made. The current work has timely implications for emergency management agencies, policymakers, and those required to communicate during natural disasters.
{"title":"Improving Evacuation Compliance through Control: Implications for Emergency Management Policy and Disaster Communications","authors":"A. Selin Atalay, Margaret G. Meloy","doi":"10.1080/10495142.2020.1798855","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798855","url":null,"abstract":"ABSTRACT Federal and local emergency management agencies and policymakers often ask: Why do individuals refuse to leave their homes when emergency evacuations are mandated during life-threatening natural disasters? In three experimental studies, the current research establishes that during a natural disaster, individuals become aware of their mortality. Existential anxiety is high and a need for control is instantiated. This makes following the directive to evacuate relatively less appealing. If, however, individuals can meet their need for control while in the process of making the evacuation decision (e.g., choice of shelter), the likelihood of evacuating increases. In light of increasing concerns related to global climate change, terrorist threats, pandemics, and other natural disasters, calls for more interdisciplinary work in understanding human decision-making in emergency situations have been made. The current work has timely implications for emergency management agencies, policymakers, and those required to communicate during natural disasters.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"364 - 378"},"PeriodicalIF":1.4,"publicationDate":"2020-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798855","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48432862","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-30DOI: 10.1080/10495142.2020.1798856
Lucie K. Ozanne, P. Ballantine, T. Mitchell
ABSTRACT Crises are major challenges all organizations must prepare for. Managers must have a sound knowledge of how to deal with these situations if and when they arise. Crisis communication should be a key element in these preparations. While it is important for an organization to have a crisis communication plan, this does not guarantee success. Organizations must be dynamic and tailor their message specifically for the target audience and crisis situation. This research takes a case study approach to investigate how one public sector organization, a University, communicated with a key stakeholder group, their students, following a series of earthquakes. We find that the organization had an updated crisis management plan, practiced implementation procedures, and a well-trained experienced communication team. The organization used a range of communication tools to reach their key target audience. In addition, it was able to improvise and adjust its communication strategy. In order to meet the information needs of their target audience, new media were used, two way communication was implemented, messages were more precisely targeted, and press communications were altered. However, survey results showed the organization struggled to manage communications across multiple events.
{"title":"Investigating the Methods and Effectiveness of Crisis Communication","authors":"Lucie K. Ozanne, P. Ballantine, T. Mitchell","doi":"10.1080/10495142.2020.1798856","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798856","url":null,"abstract":"ABSTRACT Crises are major challenges all organizations must prepare for. Managers must have a sound knowledge of how to deal with these situations if and when they arise. Crisis communication should be a key element in these preparations. While it is important for an organization to have a crisis communication plan, this does not guarantee success. Organizations must be dynamic and tailor their message specifically for the target audience and crisis situation. This research takes a case study approach to investigate how one public sector organization, a University, communicated with a key stakeholder group, their students, following a series of earthquakes. We find that the organization had an updated crisis management plan, practiced implementation procedures, and a well-trained experienced communication team. The organization used a range of communication tools to reach their key target audience. In addition, it was able to improvise and adjust its communication strategy. In order to meet the information needs of their target audience, new media were used, two way communication was implemented, messages were more precisely targeted, and press communications were altered. However, survey results showed the organization struggled to manage communications across multiple events.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"379 - 405"},"PeriodicalIF":1.4,"publicationDate":"2020-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798856","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42207832","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-12DOI: 10.1080/10495142.2020.1760997
Darla Donaldson, N. Winter, Joel Bigley
ABSTRACT Utilizing a choice-based conjoint survey of donors from four nonprofit organizations, this study investigated individual donation intentions and their organizational and venture attribute preferences. A sample of 191 participants indicated that a nonprofit organization’s administrative efficiency was the most important attribute when choosing between donation options. Attribute choices of 8% and 10% of the budget spent on administrative expenses seem to be strongly preferred over the attributes of 12% and 16%. The attributes concerning the venture itself (the profitability of the venture, the venture’s location, the entrepreneurial competence of those starting the venture, and terms used to describe the venture) were all significantly more important to donors than the age of the nonprofit organization launching the venture. Interestingly, respondents appear to favor a venture described as “social enterprise” over a venture described as a for-profit social enterprise. This study may help determine which organizational and enterprise attributes are most effective in eliciting donor support. These findings extend previous research studies.
{"title":"Organizational Attributes and Their Effect on Donor Intentions: Examining How the Descriptors Used in Marketing Communications Can Affect Donor Support","authors":"Darla Donaldson, N. Winter, Joel Bigley","doi":"10.1080/10495142.2020.1760997","DOIUrl":"https://doi.org/10.1080/10495142.2020.1760997","url":null,"abstract":"ABSTRACT Utilizing a choice-based conjoint survey of donors from four nonprofit organizations, this study investigated individual donation intentions and their organizational and venture attribute preferences. A sample of 191 participants indicated that a nonprofit organization’s administrative efficiency was the most important attribute when choosing between donation options. Attribute choices of 8% and 10% of the budget spent on administrative expenses seem to be strongly preferred over the attributes of 12% and 16%. The attributes concerning the venture itself (the profitability of the venture, the venture’s location, the entrepreneurial competence of those starting the venture, and terms used to describe the venture) were all significantly more important to donors than the age of the nonprofit organization launching the venture. Interestingly, respondents appear to favor a venture described as “social enterprise” over a venture described as a for-profit social enterprise. This study may help determine which organizational and enterprise attributes are most effective in eliciting donor support. These findings extend previous research studies.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"516 - 538"},"PeriodicalIF":1.4,"publicationDate":"2020-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1760997","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48745196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/10495142.2019.1589625
B. Ho, K. Shirahada
ABSTRACT Rural areas need support services to help elderly people sustain their ordinary lives, especially in light of today’s aging societies. In Japan, nonprofit organizations and residents’ associations, which are based in local relationships, provide support services aimed at helping the elderly with their daily buying behavior. This study provides a comprehensive understanding of the barriers preventing the use of such support services. We collect 133 respondents from semi-structured interviews through door-to-door visits using snowball sampling to show that there are three such barriers: lifestyle, capability, and trust. Furthermore, we discussed measures to reduce these barriers using our results of correlation analysis and analysis of variance. Our findings have implications for a new direction in social marketing for elderly people. As societies continue to age and highly accessible services become ever more necessary, the insights of our study will be applicable not only in Japan but across the world.
{"title":"Barriers to Elderly Consumers’ Use of Support Services: Community Support in Japan’s Super-Aged Society","authors":"B. Ho, K. Shirahada","doi":"10.1080/10495142.2019.1589625","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589625","url":null,"abstract":"ABSTRACT Rural areas need support services to help elderly people sustain their ordinary lives, especially in light of today’s aging societies. In Japan, nonprofit organizations and residents’ associations, which are based in local relationships, provide support services aimed at helping the elderly with their daily buying behavior. This study provides a comprehensive understanding of the barriers preventing the use of such support services. We collect 133 respondents from semi-structured interviews through door-to-door visits using snowball sampling to show that there are three such barriers: lifestyle, capability, and trust. Furthermore, we discussed measures to reduce these barriers using our results of correlation analysis and analysis of variance. Our findings have implications for a new direction in social marketing for elderly people. As societies continue to age and highly accessible services become ever more necessary, the insights of our study will be applicable not only in Japan but across the world.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"242 - 263"},"PeriodicalIF":1.4,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589625","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41527831","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/10495142.2019.1589628
M. W. Y. Lee, Allan K. K. Chan, G. Prendergast
ABSTRACT The market orientation construct has proven to be of value to profit-seeking firms. It ought to be of value to NGOs too. Some previous research has been done to facilitate understanding of market orientation in NGOs, but the methodologies used have mostly been quantitative, and nothing is known about the market orientation of Chinese NGOs. To address this research gap, a qualitative case study methodology was used to develop a deeper understanding of how market orientation is practiced among NGOs in Hong Kong (China). Mapping with previous studies, the research found that three factors together explained the varying degrees of market orientation in the NGOs studied: senior management factors, organizational and institutional factors, and structural and system factors. But more importantly, an NGO’s funding base was found to moderate the relationship between these antecedents and an organization’s market orientation. The more that the NGO relies on public funding or a small number of funders the weaker the influence of the antecedents on market orientation. The more that the NGO relies on private funders, a diversified group of funders, or self-funding, the stronger the influence of the antecedents on market orientation, and the closer its understanding of market orientation is likely to be to that of a commercial entity. The article finishes with a substantive theoretical model for market orientation in the Chinese NGO context.
{"title":"When Marketing Dare Not Speak Its Name: Understanding Market Orientation in Chinese NGOs","authors":"M. W. Y. Lee, Allan K. K. Chan, G. Prendergast","doi":"10.1080/10495142.2019.1589628","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589628","url":null,"abstract":"ABSTRACT The market orientation construct has proven to be of value to profit-seeking firms. It ought to be of value to NGOs too. Some previous research has been done to facilitate understanding of market orientation in NGOs, but the methodologies used have mostly been quantitative, and nothing is known about the market orientation of Chinese NGOs. To address this research gap, a qualitative case study methodology was used to develop a deeper understanding of how market orientation is practiced among NGOs in Hong Kong (China). Mapping with previous studies, the research found that three factors together explained the varying degrees of market orientation in the NGOs studied: senior management factors, organizational and institutional factors, and structural and system factors. But more importantly, an NGO’s funding base was found to moderate the relationship between these antecedents and an organization’s market orientation. The more that the NGO relies on public funding or a small number of funders the weaker the influence of the antecedents on market orientation. The more that the NGO relies on private funders, a diversified group of funders, or self-funding, the stronger the influence of the antecedents on market orientation, and the closer its understanding of market orientation is likely to be to that of a commercial entity. The article finishes with a substantive theoretical model for market orientation in the Chinese NGO context.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"312 - 337"},"PeriodicalIF":1.4,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589628","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59549476","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/10495142.2019.1589626
A. Noland
ABSTRACT Token support for social causes has been increasingly studied and commented on in recent years. Campaigns such as the Livestrong bracelet, the pink breast cancer ribbons, the Kony 2012 video, the ALS Ice Bucket Challenge, and the Facebook profile picture modifications for marriage equality and support for Paris after the terrorist attacks in November 2015, have been coined “slacktivism” and those who engage in such activities “slacktivists”; however, little empirical research has been done on the topic. Most of the research and commentary on slacktivism focuses on social media activity online. This research tests competing models of the theory of planned behavior in predicting an individual’s slacktivism engagement from their attitudes, norms, perceived behavioral control, and behavioral intention. The results suggest that although the theory may be a plausible representation of the data, behavioral control may not be important in the context of engaging in slacktivism.
{"title":"Like, Share, Retweet: Testing Competing Models of the Theory of Planned Behavior to Predict Slacktivism Engagement","authors":"A. Noland","doi":"10.1080/10495142.2019.1589626","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589626","url":null,"abstract":"ABSTRACT Token support for social causes has been increasingly studied and commented on in recent years. Campaigns such as the Livestrong bracelet, the pink breast cancer ribbons, the Kony 2012 video, the ALS Ice Bucket Challenge, and the Facebook profile picture modifications for marriage equality and support for Paris after the terrorist attacks in November 2015, have been coined “slacktivism” and those who engage in such activities “slacktivists”; however, little empirical research has been done on the topic. Most of the research and commentary on slacktivism focuses on social media activity online. This research tests competing models of the theory of planned behavior in predicting an individual’s slacktivism engagement from their attitudes, norms, perceived behavioral control, and behavioral intention. The results suggest that although the theory may be a plausible representation of the data, behavioral control may not be important in the context of engaging in slacktivism.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"264 - 285"},"PeriodicalIF":1.4,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589626","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43607980","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/10495142.2019.1589627
Kabil Nageswarakurukkal, Paulo Gonçalves, Mohammad Moshtari
ABSTRACT Although Switzerland enjoys a mature e-commerce sector and online marketing with widespread use of social media, large Swiss nonprofit organizations (NPOs) still adopt mainly off-line marketing and mass marketing strategies to support their fund-raising efforts. Mass marketing techniques are expensive and require a large financial investment, which Swiss small and medium-sized organizations cannot afford. The high cost of adopting these conventional fund-raising strategies greatly affects small NPOs, who lack funds to run their social and humanitarian projects. If instead NPOs focused on more cost-efficient marketing strategies, they could improve the sustainability of their fund-raising campaigns. Taking an explorative approach, this study first surveys Swiss donors to understand and quantify their behaviors. Second, it conducts qualitative interviews with NPOs to provide insights into their fund-raising strategies. Finally, it concludes with a set of practical suggestions for small and medium-sized NPOs to build specific capabilities to collect online donations more efficiently.
{"title":"Improving Fundraising Efficiency in Small and Medium Sized Non-profit Organizations Using Online Solutions","authors":"Kabil Nageswarakurukkal, Paulo Gonçalves, Mohammad Moshtari","doi":"10.1080/10495142.2019.1589627","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589627","url":null,"abstract":"ABSTRACT Although Switzerland enjoys a mature e-commerce sector and online marketing with widespread use of social media, large Swiss nonprofit organizations (NPOs) still adopt mainly off-line marketing and mass marketing strategies to support their fund-raising efforts. Mass marketing techniques are expensive and require a large financial investment, which Swiss small and medium-sized organizations cannot afford. The high cost of adopting these conventional fund-raising strategies greatly affects small NPOs, who lack funds to run their social and humanitarian projects. If instead NPOs focused on more cost-efficient marketing strategies, they could improve the sustainability of their fund-raising campaigns. Taking an explorative approach, this study first surveys Swiss donors to understand and quantify their behaviors. Second, it conducts qualitative interviews with NPOs to provide insights into their fund-raising strategies. Finally, it concludes with a set of practical suggestions for small and medium-sized NPOs to build specific capabilities to collect online donations more efficiently.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"286 - 311"},"PeriodicalIF":1.4,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589627","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49391898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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