International Journal of Nonprofit and Voluntary Sector Marketing最新文献

英文中文

The contribution of marketing innovations on art organization performance: Cases from the biggest art organizations in Greece 营销创新对艺术组织绩效的贡献:来自希腊最大艺术组织的案例

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-08-01 DOI: 10.1002/NVSM.1551

George Tsourvakas, Prodromos Monastiridis, Ioanna Goulaptsi, P. Dekoulou

Marketing innovation approach in art organizations is the only way for them not only to survive in a period of limited public funding but also to expand their cultural mission. This study explores the effects of innovation on economic and cultural performances of nonprofit organizations by analyzing empirical evidence from the seven biggest art organizations in Greece. The findings show that marketing innovations on art organizations have a positive impact on their economic performance but have a limited impact on their cultural performance. Unlike previous studies, the specific marketing innovations that influence economic outcomes are examined, followed by recommendations and limitations. Copyright © 2016 John Wiley & Sons, Ltd.

营销创新是艺术机构在公共资金有限的情况下生存的唯一途径，也是艺术机构扩大文化使命的唯一途径。本研究通过分析希腊七大艺术机构的经验证据，探讨创新对非营利组织经济和文化绩效的影响。研究结果表明，营销创新对艺术组织的经济绩效有积极影响，但对艺术组织的文化绩效影响有限。与以往的研究不同，本文考察了影响经济结果的具体营销创新，然后提出了建议和限制。版权所有©2016 John Wiley & Sons, Ltd。

引用次数: 7

Website development by nonprofit organizations in an emerging market: a case study of Thai websites 新兴市场中非营利组织的网站开发:泰国网站的案例研究

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-08-01 DOI: 10.1002/NVSM.1557

Kristin Kirk, P. Ractham, A. Abrahams

Nonprofit organizations are pertinent players in making the world a better place. Their websites aid in fulfilling their socially beneficial missions by being a platform to present themselves, to interact with stakeholders around the world, and to perform e-transactions to raise funds. This interdisciplinary research explores nonprofit websites in Thailand, an emerging market, to determine their progress through an adapted e-business stage model. A manual website decoding process was used to determine the development of websites, within the sector. On average, almost three-quarters of the websites offered interactivity and just less than half conducted online transactions, but internationally connected organizations in Thailand were significantly more likely to do so. The findings suggest that while nonprofit websites in Thailand are progressing, there is significant lag between local Thai websites and those that have international connections. While the model successfully provided new data for understanding nonprofit websites in less developed markets, it may need to be modified in future studies. Copyright © 2016 John Wiley & Sons, Ltd.

非营利组织在让世界变得更美好的过程中扮演着重要角色。他们的网站通过成为一个展示自己、与世界各地的利益相关者互动、进行电子交易以筹集资金的平台，帮助他们实现对社会有益的使命。这项跨学科的研究探索了泰国这个新兴市场的非营利网站，通过一个适应的电子商务阶段模型来确定它们的进展。手动网站解码过程被用来确定网站的发展，在部门内。平均而言，近四分之三的网站提供互动性，只有不到一半的网站进行在线交易，但泰国的国际联系组织更有可能这样做。调查结果表明，尽管泰国的非营利网站正在取得进展，但泰国本地网站与那些拥有国际联系的网站之间存在显著滞后。虽然该模型成功地为了解欠发达市场的非营利网站提供了新的数据，但它可能需要在未来的研究中进行修改。版权所有©2016 John Wiley & Sons, Ltd。

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引用次数: 18

Finding an academic home for fundraising: a multidisciplinary study of scholars' perspectives 寻找筹款的学术归宿:学者视角的多学科研究

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-06-15 DOI: 10.1002/NVSM.1554

Catherine E. Mack, K. Kelly, Christopher Wilson

The high-demand, high-paying field of fundraising does not have an academic home in higher education, which hampers fundraising research and education. Recent advances in fundraising education and research can be attributed to four different disciplines: public relations, marketing, nonprofit management, and higher education administration. This disjointed approach has impeded the empirical study of fundraising, the development of theory in the field, and the education of future fundraisers. The purpose of this study is to begin the process to scientifically identify an appropriate academic home for fundraising that benefits fundraising practice, advances scholarship, and strengthens America's nonprofit sector. In-depth interviews were conducted with 15 scholars from multiple disciplines who had published articles on fundraising in the three major nonprofit management and philanthropy journals. Findings show that there is no consensus among scholars about whether fundraising belongs in public relations, marketing, or nonprofit management. Although this study found no consensus among fundraising scholars about the appropriate academic home for fundraising, it does identify areas of agreement and disagreement on pertinent topics and provides a benchmark to guide further discussions about locating fundraising within an academic discipline. Copyright © 2016 John Wiley & Sons, Ltd.

高需求、高收入的筹款领域在高等教育中没有一个学术家，这阻碍了筹款研究和教育。最近筹款教育和研究的进展可以归功于四个不同的学科:公共关系、市场营销、非营利组织管理和高等教育管理。这种脱节的方法阻碍了筹款的实证研究，阻碍了该领域理论的发展，也阻碍了对未来筹款人的教育。本研究的目的是开始科学地确定一个合适的筹款学术基地的过程，这有利于筹款实践，促进学术研究，并加强美国的非营利部门。深入访谈了15位在三大非营利管理和慈善期刊上发表过关于筹款文章的多学科学者。研究结果表明，学者们对筹款是属于公共关系、市场营销还是非营利组织管理没有达成共识。虽然这项研究没有发现筹款学者对筹款的合适学术领域达成共识，但它确实确定了在相关主题上达成一致和分歧的领域，并提供了一个基准，指导进一步讨论在学术学科中定位筹款。版权所有©2016 John Wiley & Sons, Ltd。

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引用次数: 6

Millennials and Boomers: increasing alumni affinity and intent to give by target market segmentation 千禧一代和婴儿潮一代:通过目标市场细分，提高校友的亲和力和捐赠意愿

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-05-01 DOI: 10.1002/NVSM.1544

J. McAlexander, H. F. Koenig, B. Dufault

This paper reports on research that seeks to improve our understanding of issues that impact upon the philanthropic gifts of university alumni. Prior research has examined such alumni characteristics as wealth and affinity to the alma mater. Such findings have guided development professionals to conduct different kinds of research that can reveal aspects of affluence (e.g., real estate holdings and professional positions) and institutional engagement (e.g., membership in alumni associations and season tickets to sporting events). This information is housed in databases that can be accessed by the fundraisers. The current research seeks to extend our understanding by examining the potential differences between generations. This article examines survey responses from university alumni in two age cohorts from two large comprehensive universities in the USA. Respondents were asked questions that inquired about their affinity toward their alma mater, intentions to give as well as alumni interest in participating in or attending different events at the university. Significant differences between younger and older alumni were found within each topic. From these results, the importance of market research and applications of alumni segmentation specifically are discussed for administrators and advancement professionals. Copyright © 2015 John Wiley & Sons, Ltd.

本文报告了一项研究，旨在提高我们对影响大学校友慈善捐赠的问题的理解。先前的研究考察了校友的财富和对母校的亲和力等特征。这些发现指导了发展专业人士进行不同类型的研究，这些研究可以揭示富裕程度(例如，房地产持有和专业职位)和机构参与度(例如，校友会会员资格和体育赛事季票)的各个方面。这些信息保存在数据库中，筹款人可以访问这些信息。目前的研究试图通过研究代际间潜在的差异来扩展我们的理解。本文考察了来自美国两所大型综合性大学的两个年龄组的大学校友的调查反应。受访者被问及的问题包括他们对母校的亲和力、捐赠意愿以及校友对参加或参加学校不同活动的兴趣。在每个主题中，年轻校友和年长校友之间存在显著差异。根据这些结果，本文讨论了市场研究的重要性以及校友细分对管理人员和高级专业人员的具体应用。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 13

Exploring what nonprofit branding can learn from contemporary art 探索非营利品牌可以从当代艺术中学到什么

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-05-01 DOI: 10.1002/NVSM.1543

J. Durgee

As more and more nonprofits seek to refashion themselves as brands, they tend to take inspiration from for-profit organizations. Another domain that has had similar purposes to those of nonprofit branding for many years is contemporary art. This is an exploratory paper that looks at a recent trend in art, “message art,” and how it might inform nonprofit branding. Message art deals with many social issues that drive major nonprofits today including everything from pro-environment causes to anti-segregationist issues. This paper has two purposes: (1) to call attention to message art among nonprofit brand managers and (2) to explain how they can use this art. Message art is useful to the extent that it calls attention to new ideological trends and often provides selected pieces of art that can serve as exemplars of brand essence for relevant causes. Results are provided from a small, qualitative study of women's feelings about selected examples of feminist art. Two pieces of art drew the most positive responses. One piece, “Egyptian Rocket Goddess,” is felt to be a harbinger of Third Wave Feminism. Another piece, “Blessed Art Thou Among Women,” is felt to be an effective source of inspiration and direction for feminist organizations, which focus on mother–daughter relationships. Copyright © 2015 John Wiley & Sons, Ltd.

随着越来越多的非营利组织寻求将自己重塑为品牌，他们倾向于从营利性组织那里获得灵感。另一个多年来与非营利品牌有着相似目的的领域是当代艺术。这是一篇探索性的论文，着眼于艺术的最新趋势，“信息艺术”，以及它如何影响非营利组织的品牌。信息艺术涉及许多社会问题，这些问题推动了今天主要的非营利组织，包括从环保事业到反种族隔离主义的一切问题。本文有两个目的:(1)引起非营利性品牌经理对信息艺术的关注;(2)解释他们如何使用这种艺术。信息艺术是有用的，因为它引起人们对新的意识形态趋势的关注，并经常提供一些艺术作品，这些艺术作品可以作为相关原因的品牌精髓的范例。结果来自一项关于女性对选定的女权主义艺术作品的感受的小型定性研究。有两件艺术品得到了最积极的回应。其中一件作品《埃及火箭女神》被认为是第三波女权主义的先驱。另一件作品《女性中有福的艺术》(Blessed Art Thou Among Women)被认为是关注母女关系的女权主义组织的有效灵感来源和方向。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 4

Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders 巴赫、贝多芬和赞助人:交响乐团和利益相关者之间的Facebook互动

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-05-01 DOI: 10.1002/NVSM.1545

A. Clark, Sarah P. Maxwell, Aikaterini Anestaki

This study analyzes Facebook engagement among the nation's symphonies and their stakeholder publics. Factors such as reliance on donor contributions, program revenues, government grants, investment income, and total assets are proposed as contributing factors in predicting effective stakeholder relations. Public relations scholarship emphasizes the significance of relationships between the organization and its stakeholders and argues that positive relationships are integral to organizational success. Stewardship theory suggests nonprofits rely on a number of tools, including relationship nurturing, to sustain relationships with supportive publics. Scholars have increasingly identified stewardship as an effective method by which to build and maintain relationships. This study assesses one particular aspect of stewardship – relationship nurturing – and the attributes of nonprofit organizations that are successfully cultivating relationships with their stakeholders via social media. We find that benefactors matter. As dependence on stakeholder contributions increases so does stakeholder engagement via Facebook. Findings regarding program revenues and total assets are also significant. Copyright © 2015 John Wiley & Sons, Ltd.

本研究分析了全国交响乐团及其利益相关者公众对Facebook的参与情况。在预测有效的利益相关者关系时，诸如对捐赠者捐款的依赖、项目收入、政府拨款、投资收入和总资产等因素被提议作为贡献因素。公共关系学者强调组织与其利益相关者之间关系的重要性，并认为积极的关系是组织成功的组成部分。管理理论认为，非营利组织依靠一些工具，包括关系培育，来维持与支持他们的公众的关系。学者们越来越多地认为管理是建立和维持关系的有效方法。本研究评估了管理的一个特殊方面——关系培养——以及通过社交媒体成功培养与利益相关者关系的非营利组织的属性。我们发现捐助者很重要。随着对利益相关者贡献的依赖增加，利益相关者通过Facebook的参与也在增加。关于项目收入和总资产的调查结果也很重要。版权所有©2015 John Wiley & Sons, Ltd

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引用次数: 10

We the living: the effects of living and deceased donor stories on charitable bequest giving intentions 我们活着的人:在世和已故捐赠者的故事对慈善遗赠意向的影响

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-05-01 DOI: 10.1002/NVSM.1549

R. James, Claire Routley

Choosing messages to encourage charitable bequest giving may be particularly challenging given sensitivity to personal mortality reminders. Previous research suggests that people often react to mortality reminders with avoidance, including distancing themselves from those associated with death. We compare the effects of otherwise similar living and deceased bequest donor stories on subsequent intentions to leave a charitable bequest. Although both story types significantly increased subsequent intentions to leave a charitable bequest, living donor stories consistently outperformed otherwise identical deceased donor stories. Fundraisers may do well to emphasize stories of living planned bequest donors and de-emphasize death and the deceased in charitable bequest fundraising messaging. Copyright © 2016 John Wiley & Sons, Ltd.

考虑到对个人死亡提醒的敏感性，选择鼓励慈善遗赠的信息可能特别具有挑战性。先前的研究表明，人们对死亡提醒的反应通常是回避，包括与死亡相关的人保持距离。我们比较了在其他方面相似的在世和已故遗赠人的故事对留下慈善遗赠的后续意图的影响。尽管这两种故事类型都显著增加了随后留下慈善遗产的意愿，但活着的捐赠者的故事始终优于其他相同的已故捐赠者的故事。募捐者可以很好地强调活着的计划遗赠捐赠者的故事，而在慈善遗赠筹款信息中不强调死亡和死者。版权所有©2016 John Wiley & Sons, Ltd。

引用次数: 8

Tailoring but not targeting: a critical analysis of “the Meth Project” aimed at Hispanic youth 裁剪而非目标:针对西班牙裔青年的“冰毒计划”的批判性分析

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2016-01-01 DOI: 10.1002/NVSM.1553

J. Scarpaci, C. S. Burke

This paper examines the Meth Project, a social marketing campaign that enlists violence and fear to persuade Anglo and Hispanic youth in the USA to avoid methamphetamines. Violent and graphic media spots, although perhaps initially effective for facilitating message acceptance, may be counterproductive for long-term campaign objectives. We draw on Witte's Extended Parallel Process Model to conceptualize how fear, risk, and behavior drive health-related behaviors. Merely translating the Anglo spots into Spanish is an insufficient strategy to reach Hispanic youth because it targets rather than tailors its message. Significant findings of content analyses show that public service announcements in Spanish, unexpectedly, underscore recovering users' concern for violating norms with schools, employers, and law enforcement (secondary groups), whereas the Anglo spots show users more upset for disappointing family, friends, and loved ones (primary groups). Culturally appropriate Latino spots should tailor their messages to the values of familism, collectivism, simpatia, personalismo, and respeto, which have implications for reaching Hispanic audiences in other social marketing contexts. Copyright © 2016 John Wiley & Sons, Ltd.

这篇论文研究了冰毒计划，这是一项社会营销活动，它利用暴力和恐惧来说服美国的盎格鲁和西班牙裔青年避免冰毒。暴力和图形化的媒体广告，虽然最初可能对促进信息的接受有效，但可能不利于长期的竞选目标。我们利用Witte的扩展并行过程模型来概念化恐惧、风险和行为如何驱动与健康相关的行为。仅仅把英语广告翻译成西班牙语是不足以吸引西班牙裔年轻人的策略，因为它的目标是而不是量身定制其信息。内容分析的重要发现表明，出乎意料的是，西班牙语的公共服务公告强调了恢复用户对违反学校，雇主和执法部门规范的担忧(次要群体)，而英语广告则显示用户对失望的家人，朋友和亲人(主要群体)感到更不安。在文化上合适的拉丁裔网站应该根据家庭主义、集体主义、同情、个人主义和尊重的价值观来定制他们的信息，这对在其他社会营销环境中吸引西班牙裔观众有影响。版权所有©2016 John Wiley & Sons, Ltd。

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引用次数: 5

Dynamic pricing in subsidized performing arts 受补贴表演艺术的动态定价

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1528

Leticia Labaronne, Tilman Slembeck

While current pricing strategies in public theaters are mostly based on static schemes, this paper analyzes the potential of dynamic pricing. Subsidized performing arts organizations face the challenge of selling a fixed capacity (available seats of a venue) to a broad and varied audience. Based on the literature and on empirical evidence from a survey among Swiss theaters, we discuss whether and to what extent yield management and uniform-price auctions—two widespread dynamic pricing mechanisms in the Internet age—can be applied to public theaters in view of the particular goals and targets imposed by their source of funding and by subsidy contracts. Our analysis suggests that although the application of yield management may not be advantageous in the current environment, the introduction of dynamic elements (including auctions) to prevailing pricing strategies can help public theaters respond to temporal demand fluctuations and fill up performances with a varied audience. Copyright © 2015 John Wiley & Sons, Ltd.

目前公共影院的定价策略大多基于静态方案，本文分析了动态定价的潜力。受补贴的表演艺术组织面临着向广泛而不同的观众出售固定容量(场地的可用座位)的挑战。基于文献和来自瑞士剧院调查的经验证据，我们讨论了收益管理和统一价格拍卖——互联网时代两种广泛存在的动态定价机制——是否以及在多大程度上可以应用于公共剧院，因为它们的资金来源和补贴合同强加了特定的目标和目标。我们的分析表明，尽管收益管理的应用在当前环境中可能并不有利，但在主流定价策略中引入动态元素(包括拍卖)可以帮助公共剧院应对暂时的需求波动，并为不同的观众提供演出。版权所有©2015 John Wiley & Sons, Ltd

引用次数: 3

Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements 个体特征与混合情绪的唤起:对慈善募捐广告效果的影响

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2015-05-01 DOI: 10.1002/NVSM.1500

R. Bennett

Charities that deal with emotionally upsetting issues (severe physical disfigurement, cruelty to animals, etc.) frequently include in their fundraising materials images and messages with the potential to cause substantial psychological distress to some members of the public. Often, the materials presented arouse mixed positive and negative emotions within viewers. This study examined the influences of a number of potential antecedents of the stimulation of mixed emotions among individuals confronted with highly emotional charity fundraising advertisements. The research sought to identify the type of person most likely to experience mixed emotions when observing an emotional charity advertisement, the specific kinds of emotion felt most deeply by individuals with various characteristics, and the consequences of mixed emotions for a person's attitude towards the advertisement and for the individual's behavioural intention vis-a-vis future donations. Three made-up charity advertisements were presented to a sample of 771 respondents. A model was constructed to predict the participants' emotional reactions to the advertisements and was estimated, the results suggesting that mixed emotions represented an important determinant of both attitude towards the advertisement and the sample members' behavioural intention. Copyright © 2014 John Wiley & Sons, Ltd.

处理情感困扰问题(严重的身体毁容，虐待动物等)的慈善机构经常在他们的筹款材料中包含可能对一些公众造成严重心理困扰的图像和信息。通常，所呈现的材料会引起观众的积极和消极的情绪。本研究考察了面对高度情绪化的慈善筹款广告的个体对混合情绪刺激的一些潜在前因的影响。该研究试图确定哪种类型的人在观看情感慈善广告时最有可能体验到混合情绪，具有不同特征的个人最深切感受到的特定情绪，以及混合情绪对一个人对广告的态度和个人对未来捐赠的行为意图的影响。研究人员向771名受访者展示了三个虚构的慈善广告。我们构建了一个模型来预测参与者对广告的情绪反应，并对其进行了估计，结果表明，混合情绪是对广告态度和样本成员行为意图的重要决定因素。版权所有©2014 John Wiley & Sons, Ltd。

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引用次数: 39

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