Nonprofit Marketing Research Articles

Marketing in the Context of Small Non- Profit Organisations

The application of the marketing concept has been accepted as appropriate in the non-profit context. Non-profit market orientation scales arguably fail to capture the main dimensions of marketing, as it is practiced and understood by smaller non-profit organisations (NPOs) that dominate the non-profit landscape in small countries like Bulgaria. The paper presents the results from a mixed method research study that included in-depth interviews with managers of prominent Bulgarian NPOs and structured interviews with representatives of active non-profit organisations in Bulgaria. The research aimed to understand how active Bulgarian NPOs implement the marketing concept and to establish the main dimensions of marketing orientation in this context. The results showed that non-profit marketing is mostly implemented through brand building and communication activities. Furthermore, donors tend to significantly limit the use of marketing instruments to avoid the commercialisation of non-profit initiatives, which reduces the ability of grant-dependent organisations to apply a comprehensive and consistent marketing strategy. We established that influencing the environment is an overarching motive for NPOs to be marketing oriented and we introduce the concept of impact orientation as a potential dimension of non-profit marketing orientation. Impact orientation was identified as one of the main dimensions of the nonprofit marketing orientation of active Bulgarian NPOs.

Nonprofit Marketing: A Systematic Review

ABSTRACT This systematic review delves into the realm of nonprofit marketing (NPM) by synthesizing empirical studies published between 2013 and 2022 across various sectors. Employing a meticulous screening process, we examined 62 articles sourced from reputable databases such as Science Direct, Elsevier, JSTOR, Emerald, Springer, Wiley Online Library, SAGE, and Google Scholar. Our objective was to provide a comprehensive overview and enhance understanding in the field of nonprofit marketing. The analysis of these selected articles revealed eight pivotal themes within NPM: marketing strategy, fundraising, collaboration, trust, branding, entrepreneurship, social media campaigns, and performance measurement. Through a systematic approach, we integrated these themes, shedding light on the interconnectedness of research within each domain. Our study not only consolidates a fragmented body of research but also identifies critical gaps, laying the foundation for future investigations. These gaps include a scarcity of multi-country level analyses, limited studies in developing country contexts, a deficiency of comparative analyses between developed and developing countries, and an insufficient exploration of the intersections between nonprofit and for-profit marketing.

In-kind donations – peculiarities and challenges of product philanthropy

In-kind donations are an essential resource for many nonprofit organizations (NPO). However, their high practical relevance is not yet reflected in the literature on nonprofit marketing and fundraising which still focuses primarily on cash giving. Against this background, we summarize the limited and fragmentary literature on in-kind giving and provide some practical insights. The paper makes several contributions: first, we present an income classification of NPO’s manifold mix of resource sources that includes in-kind donations. Second, a classification of (cash and non-cash) donations categorizes the heterogeneous forms of donations and, in particular, financial surrogates. Third, and based on this typology, we develop a comprehensive definition of in-kind donations as an important step towards conceptualization. Fourth, we outline the specifics of in-kind donations and associated challenges via three case vignettes that illustrate practical experiences of NPO in dealing with product philanthropy. Finally, we give some recommendations for NPO’s in-kind fundraising endeavours and indicate avenues for further research.

A novel approach to legacy donations with long‐term benefits supported by mathematical analysis

AbstractA novel approach to legacy donations, called the “Master Fund Strategy,” is proposed. Potential long‐term financial benefits for both donor and nonprofit organizations (NPOs) when compared to a “Traditional Fund Strategy” are established through mathematical analysis and computer simulations, providing nonprofit marketing and fundraising professionals an alternative way to lock in bequest funding. In particular, formulas are developed for computing relevant financial quantities associated with the two strategies. Conditions are presented under which the Master Fund Strategy is better than the Traditional Fund Strategy, in the sense that there is a point in time when the net present value of the distributions to the NPO under the Master Fund Strategy exceeds that of a Traditional Fund Strategy and continues to do so beyond that point. These analytical results are obtained under the assumption that the investment rates of return and the fund payouts rates are known constants; however, formulas for relaxing these restrictions are also developed and the consequences are examined with Monte Carlo simulations.

Augmented reality and nonprofit marketing during the COVID‐19 pandemic: AR factors that influence community participation and willingness to contribute to causes

AbstractThis study used augmented reality (AR) to test the effects of perceived social presence, perceived media richness, media empathy and social capital on intentions to participate in prosocial, community‐oriented behaviors in the context of the COVID‐19 pandemic, which appeared to be rife with fear. Specifically, a structural model was employed to assess the hypothesized relationships based on questionnaire data from 476 respondents, who were divided into high and low fear groups. The findings revealed that perceived media richness and social presence both had a significant influence on media empathy, which in turn affected users' perceptions of social capital. Social capital predicted users' community participation intentions, which included intentions to donate. The paths from perceived social presence and perceived media richness to social capital were not significant, and media empathy did not directly influence prosocial, community participation intentions. There were no significant differences between the high and low COVID‐19 fear groups. Overall, this study confirmed the importance of leveraging media richness and social presence to create media content designed to prompt users to identify with those who are negatively affected by the cause, so that media empathy will be boosted. Media empathy should be increased in a manner that leads users to feel connected to a larger community, so that perceptions of social capital will be boosted and will lead to prosocial, community participation activities and donations to the cause.

The scope of “marketing” research in the nonprofit sector: Lessons from the last 20 years literature

AbstractOver the last several decades, the field of nonprofit marketing has produced a growing number of publications; however, little attention has been paid to examine what research topics have been studied by nonprofit scholars from the marketing perspectives. This knowledge production research contributes to the literature by reviewing trends in research themes and methodologies over the last 20 years among the articles for which authors use the terminology “marketing.” Employing a thematic review using text network analysis, and an in‐depth methodology review, this study finds that nonprofit marketing studies have been shifting to become more subdivided and diversified in terms of research themes and methodologies. However, we also find that there is still room for further development, which we provided recommendations based on the findings. With its findings, this paper provides critical guidance for future studies.

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

AbstractIntroductionSocial media listening and monitoring of user‐generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations.ObjectiveThe article proposes to apply SMA to analyze UGC and identify how computational methodologies can help bolster strategic communication for nonprofit organizations and drive marketing strategy.MethodologyThe article presents results from a 2‐year (October 2017–January 2020) social media monitoring of the hashtag #DownSyndrome on Twitter and Instagram. SMA tools will be used. Specifically, sentiment analysis and topic modeling are employed to analyze tweets and Instagram posts, while image classification is used to analyze Instagram images.FindingsThe results highlight a strong stereotypical characterization of people with Down syndrome in content that is generated by social media users and identify possibilities and challenges ahead of nonprofit organizations pushing specific agendas.Originality and ContributionThis study is the first to offer a review of SMA, apply them to a nonprofit context and reflect on aspects of representation and stereotypization through them. It ultimately proposes to support nonprofit and voluntary marketing research and practice by integrating UGC research and computational techniques into the broader discussion of ethical content strategy in social media nonprofit marketing.

Using virtual reality to increase charitable donations.

Marketer interest in using virtual reality (VR) as a persuasion tactic continues to rise. Notably, one sector at the forefront of utilizing this tactic for persuasive means is nonprofit marketing. Many charities have devoted considerable resources to creating VR appeals under the assumption that this medium will increase donations over and above present tactics. However, research has not yet examined the persuasive consequences VR may provide over more traditional channels. This research seeks to understand the opportunities and limitations this emerging tactic can offer marketers. Specifically, we examine the donation effectiveness of three real VR charitable appeals by assessing actual donation behaviors, and find that VR appeals increase donations compared to a two-dimensional (2D) format. This work addresses a timely and relevant issue for practitioners and opens doors to future research investigating VR’s applications to marketing.Supplementary InformationThe online version contains supplementary material available at 10.1007/s11002-021-09601-8.

From axial codes to Z‐scores: Charting the diversity and scope of 25 years of nonprofit marketing research published in International Journal of Nonprofit and Voluntary Sector Marketing

AbstractThe International Journal of Nonprofit and Voluntary Sector Marketing published practitioner and scholarly research for 25 years before it was rebranded to the Journal of Philanthropy and Marketing. This research uses an emergent content analysis design to review all 629 research articles published in the first 25 volumes to document the field's marketing, theoretical, and methodological interests. This article provides important benchmark numbers to compare how the field evolves as the rebranded journal moves forward with a broader topical range.

Use Social Media Marketing To Increase Engagement

Nonprofit Communications ReportVolume 19, Issue 9 p. 4-4 Nonprofit Marketing Use Social Media Marketing To Increase Engagement First published: 05 August 2021 https://doi.org/10.1002/npcr.31781Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume19, Issue9September 2021Pages 4-4 RelatedInformation

Nonprofit marketing research: developing ideas for new studies

Nonprofit marketing research: developing ideas for new studies

The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal

The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal

Freedom and giving in game streams: A Foucauldian exploration of tips and donations on Twitch

AbstractTwitch is a full‐fledged marketplace for game consumption, where gameplay is live streamed by players for the benefit of viewers/followers. Using Foucault's notions of freedom as a practice, we provide a psychosocial understanding of game stream engagement, and especially, user motivations for tipping streamers or donating to charity (i.e., “giving”). Following a netnographic approach, we analyse contributions to a large online forum and data gathered from 15 focus groups. We find that giving arises as an outcome of users exercising their freedom, whilst negotiating personal difficulties, for social gratification (e.g., status among peers), self‐determination (i.e., feeling control over one's life), and self‐extension (i.e., feeling affinity with others to achieve ideal self). By providing opportunities for self‐extension and self‐determination, which lead to better connectivity and stronger community support compared to social media, Twitch enables users to “give freely” (i.e., without obligation or compunction). Consequently, Twitch offers scope for more effective and mutually beneficial means of fundraising than traditional nonprofit marketing strategies, particularly by reaching younger target groups. Ultimately, the paper integrates three widely used theories under one (Foucauldian) metatheoretical perspective and highlights the central role of freedom in understanding game stream user engagement. Practical implications for nonprofit fundraising are also considered.

Institutional theory, culture and value co-creation: how do they stick together in donation?

The concept of value co-creation is of paramount importance to marketing. In value co-creation, the parties close joint actions in exchange relationships enable the parties to achieve their goals. Donation, in turn, is an act of enormous repercussions for the common good, especially in less developed countries and societies, such as Brazil. However, fostering donations has been a considerable challenge where it is most pressing. To overcome this barrier, this study frames ‘giving’ as a value co-creative practice, which involves different resources (financial, labour) on the one hand, and specific skills (such as knowledge and education) to impact society and its most deprived citizens, on the other hand. This study also explores the influences of institutions and culture on value co-creation in the broad sense and on the specific type represented by giving and all the reasoning is a recall to deductive reasoning. Such efforts reveal interesting possibilities in non-profit marketing, capable of increasing the diffusion and intensity of donation in society at large. Theoretically, this study reveals the richness and complex character of the research field of applied social studies. Institutions, culture, and value co-creation play an important role in consumer behaviour. Therefore, the knowledge about how these perspectives interact is important for predicting, changing, or stimulating such behaviours.

НОВІ СТРАТЕГІЇ НЕКОМЕРЦІЙНОГО (НЕПРИБУТКОВОГО) МАРКЕТИНГУ: СУТНІСТЬ ТА ОСОБЛИВОСТІ ЗАСТОСУВАННЯ

Improving the level and satisfaction of lifestyle is the basis of constructive, high quality and sound economic development of society. In this context, new problems are constantly arising, which are solved through certain areas of knowledge, among which the main ones are marketing research. In many countries, nonprofit marketing (marketing by government and civil society organizations) faces specific challenges, many of which require prompt response and informed decisions by marketers and managers. Non-profit organizations are an important part of modern Ukrainian society. In Ukraine, since independence, their number has increased dramatically. With this growth, the nonprofit sector has become more interested in the importance of marketing. And although global nonprofits have been using marketing methods since the 1960s and 1970s, this has not yet become a generally accepted practice in Ukraine. Traditional marketing strategies do not work for non-profit domestic organizations, and this article offers an analysis and recommendations for the application of new marketing strategies specifically for this sector. The authors emphasize that the perception of marketing differs in non-profit organizations, and discuss the strategic implications of this conclusion. One of the problems of unprofitable marketing is encouraging people to make donations without receiving anything at once. However, many nonprofits find that social media helps with this, as it allows people to easily share why they donate and encourage friends and family to do the same. In a sense, this is similar to word-of-mouth or “thread-by-thread” marketing. Social media create an experience of working together and give participants a sense of active change in important issues, cause a synergistic effect. In fact, social media now dominates many areas of marketing. This means that non-profit marketers with their limited budgets may be at a disadvantage. Accordingly, one way to improve the ability of a nonprofit organization to use the power of social media, which may include placing some responsibility on each employee to coordinate mass marketing efforts on social media.

Differences in attitudes and behaviors of religious tourists: comparative research between Brazil and Portugal

EPurpose – The study aims to explore the particularities of religious tourists' attitudes and behaviors with different demographic profiles. Therefore, this work aims to verify if there are differences between the attitudes and behaviors of Brazilian and Portuguese religious tourists in terms of gender, nationality, and religiosity.Design/methodology/approach – A survey was carried out with 396 religious tourists residing in Brazil and Portugal, who have visited religious destinations in their country or abroad, to carry out a comparative analysis between groups, according to gender, nationality, and religiosity through Student's t-test.Findings - The results show significant differences in tourists' attitudes and behaviors who visit sacred places divided between women and men, Brazilians and Portuguese, and finally, between those who consider themselves religious and non-religious.Research limitations/implications – The study's limitations involve the use of an instrument with a particularly Christian bias.Practical implications – The practical implications of this study include contributions to improving local infrastructure related to hotels, commerce, and tourist services.Originality/value – From a theoretical perspective, this study contributes to the advancement of administrative sciences as it engenders the intersection between religious tourism and public and non-profit marketing, placing the discussion in two countries with a strong religious tradition in the West, Brazil and Portugal.

Nonprofit Marketing: Does Strategic Planning Help?

This article generally discusses the role of marketing strategies in promoting the nonprofit civil society sector in its efforts to reach and engage the audiences. Many non-profit organizations consider the use of tactical marketing strategy as useful and essential. The success of the non-profit sector is related to the wider environment in which it operates, such as the political, economic, socio-cultural and technological. Therefore, a carefully designed marketing strategy can help the non-profit sector properly address the needs of the different target groups. The purpose of this paper is to explore ways in which marketing ideas and strategies are created and implemented in the non-profit civil society organizations and the tools used to achieve its mission. Part of this process is to determine how management in nonprofits views marketing, as well as the challenges and opportunities associated with marketing efforts. In-depth interviews were conducted with leading representatives of civil society organizations working in the field of media and journalism, and the results were processed with the Atlas.ti software. Analysis of secondary data, including findings from past research, documents, and different publications, is also used to elaborate the research problem.The article notes that although there is an understanding in civil society organizations of the importance of strategic communication in marketing, it is not implemented enough due to lack of human resources and finances. The article discusses in detail the consequences of these findings.

Individual versus companion visitors' willingness‐to‐pay for the theater tickets: The case of Perm opera

Business‐like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness‐to‐pay (WTP) for theater seats (to derive revenue drivers), and its difference between two segments – single and couple visitors (to uncover the social motivation effect). These aspects taken together have never been previously studied in the nonprofit marketing context. We model WTP using the actual purchase data from Perm Opera and Ballet Theatre in Russia. Unlike most marketing studies which use stated preference for WTP evaluation, we employ the revealed preference approach. The results verify that single and couple visitors may be treated as separate segments, allowing for personalized promotion and other marketing decisions.

Content is king but context is queen: how involvement facilittes the impact of website

Utilizing websites as a means of communication is becoming more prevalent. This is especially true for nonprofit organizations, as websites have become an integral tool in communicating with donors (Nonprofit Marketing Guide 2012). Because websites are an important marketing tool for nonprofit organizations, understanding how website characteristics influence donation becomes paramount. The current research suggests that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation. Conversely, for low-involvement donors, content is king.

A Note on Imperatives of Marketing Strategies for Not for Profit Organization

This note provides insights about the significance and nature of marketing for nonprofit organizations/or nonprofit marketing. Nonprofit marketing involves the creation of logos, slogans, and copy, as well as the development of a media campaign to expose the organization to an outside audience. The goal of nonprofit marketing is to promote the organization's ideals and causes to get the attention of potential volunteers and donors. In addition, the note provides a discussion of the differences between profit and nonprofit marketing paractices.