Journal of Philanthropy and Marketing最新文献

The Revolution Will Not be Crowdfunded: Alternative Philanthropy's Politics 革命不会是众筹：另类慈善的政治

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-29 DOI: 10.1002/nvsm.70040

Martha Lincoln

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Dedicated Donors With “Donordruppels?” Effects of an Online Loyalty Program on Plasma Donor Perception and Behavior 专门的捐赠者有“捐赠或核桃仁？”在线忠诚计划对血浆捐献者认知和行为的影响

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-18 DOI: 10.1002/nvsm.70030

Marloes L. C. Spekman, Eva-Maria Merz

{"title":"Dedicated Donors With “Donordruppels?” Effects of an Online Loyalty Program on Plasma Donor Perception and Behavior","authors":"Marloes L. C. Spekman, Eva-Maria Merz","doi":"10.1002/nvsm.70030","DOIUrl":"https://doi.org/10.1002/nvsm.70030","url":null,"abstract":"<div>\u0000 \u0000 <p>Donation of plasma, a blood component used to produce medicines, is not well known among the general population. This unfamiliarity, combined with considerable personal costs of plasma donation, that is, time and effort, and restrictive policies around donor compensation, poses a significant threat to plasma availability worldwide. Retention of existing plasma donors in particular poses challenges for plasma collection agencies. Loyalty programs, which reward returning donors, may contribute to donor retention. This study evaluates how plasma donors perceive and use a loyalty program and its effect on donation behavior. A total of 360 plasma donors participated in an online survey, and their answers were linked to their use of the loyalty program and donation behavior. Ten percent of survey participants had not registered for the program, mainly because they found it unnecessary to save for and receive rewards for donating. For users, we ran a Structural Equation Model (SEM) to estimate paths between perceptions (e.g., attitudes, expectations), use intention, actual use, and donation behavior. Results regarding perceptions were somewhat mixed, yet clear effects were observed for the path from intention to use the loyalty program to actual use of the program and to actual donation behavior. In conclusion, we find that online, easy-to-use loyalty programs give donors more control over whether to use their loyalty points and how and what to save for (as compared to the smaller gifts they would receive in standard milestone-based appreciation programs) and can have a positive impact on their donation behavior and ultimately, on plasma availability.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 4","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145101754","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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Co-Creation With Marginalized Communities: Marketing Lessons From a Grassroots Health Campaign 与边缘化群体共同创造：来自基层健康运动的营销经验

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-15 DOI: 10.1002/nvsm.70034

Altug Ocak

{"title":"Co-Creation With Marginalized Communities: Marketing Lessons From a Grassroots Health Campaign","authors":"Altug Ocak","doi":"10.1002/nvsm.70034","DOIUrl":"https://doi.org/10.1002/nvsm.70034","url":null,"abstract":"<div>\u0000 \u0000 <p>This practice paper describes a health marketing campaign at the community level that shifted towards co-creation in an effort to reach an excluded urban population with little to no access to formal healthcare. The campaign's early attempts to employ traditional, top-down messages were unsuccessful at providing meaningful participation because of cultural incongruence, distrust, and linguistic barriers. The campaign subsequently shifted towards a participatory strategy by engaging members of the target population in message creation, imagery, and delivery strategy. Based on inclusive marketing and participatory communication principles, the co-creation process resulted in culturally appropriate metaphors, localized images, oral forms of messages like WhatsApp voice notes and street theatre at the grassroots level. Major lessons learned were: the need to transform the role of the marketer from an expert to a facilitator, valuing cultural translation more than linear messaging, and understanding informal media as effective outreach tools. The article concludes with practical implications for philanthropic organizations seeking to enhance message legitimacy and local trust in health interventions. The article highlights that co-creation is not only a moral imperative but also a strategic imperative when operating in underserved settings. By prioritizing local voices and pursuing a flexible, iterative design approach, marketers can develop more efficacious and inclusive campaigns. The findings provide a transferrable framework for other non-profits seeking to develop authentic engagement with vulnerable communities.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 4","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145101142","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}

引用次数: 0

Correction to “Online Fundraising for Nonprofit Organizations via Social Media Marketing: A Critical Success Factors Analysis in Germany, Austria, and Switzerland” Harken, S., V. Mertins and M. Urselmann 2025. “ Online Fundraising for Nonprofit Organizations via Social Media Marketing: A Critical Success Factors Analysis in Germany, Austria, and Switzerland.” Journal of Philanthropy 30, no. 3: e70028. https://doi.org/10.1002/nvsm.70028. 对“通过社交媒体营销为非营利组织进行在线筹款：德国、奥地利和瑞士的关键成功因素分析”的更正，S. Harken， V. mertin and M. Urselmann 2025。“通过社会媒体营销为非营利组织进行在线筹款：德国、奥地利和瑞士的关键成功因素分析。”《慈善杂志》第30期，第2期。3: e70028。https://doi.org/10.1002/nvsm.70028。

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-11 DOI: 10.1002/nvsm.70033

引用次数: 0

Accept or Reject: Factors Influencing Nonprofit Responses to Cannabis Industry Philanthropy 接受或拒绝：影响非营利组织对大麻产业慈善事业回应的因素

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-09 DOI: 10.1002/nvsm.70032

Jessica L. Berrett, Kate Quintana, Elisabeth C. McLane

{"title":"Accept or Reject: Factors Influencing Nonprofit Responses to Cannabis Industry Philanthropy","authors":"Jessica L. Berrett, Kate Quintana, Elisabeth C. McLane","doi":"10.1002/nvsm.70032","DOIUrl":"https://doi.org/10.1002/nvsm.70032","url":null,"abstract":"<div>\u0000 \u0000 <p>As the cannabis industry engages in philanthropy, nonprofits face complex decisions about whether to accept such donations. Although prior research has focused on the motivations behind corporate giving in stigmatized industries, much less is known about how potential recipients evaluate these contributions. This study explores the organizational and contextual characteristics that shape nonprofit openness to cannabis philanthropy, drawing on institutional, stakeholder, and legitimacy theories. Using survey data from over 300 Colorado nonprofits, we examine how factors such as size, age, mission, population served, federal funding, and local political context influence both attitudes toward and actual acceptance of cannabis-related funding. Results show that smaller and younger organizations appear to exhibit greater openness to cannabis-related donation acceptance. Additionally, mission alignment and the beneficiary population—particularly organizations serving youth—are the strongest predictors of rejection, whereas federal funding is also associated with reluctance. Contrary to expectations, political context does not significantly influence decisions. The findings highlight the normative and resource-dependence pressures through which nonprofits assess and legitimize emerging sources of controversial funding.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 4","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145013011","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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Brand Warmth and Competence: Differential Effects on For-Profit and Non-Profit Evaluations 品牌温暖与能力：营利性与非营利性评价的差异效应

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-05 DOI: 10.1002/nvsm.70031

Minoo Ashoori, Zachary S. Johnson, Oleksandra Vlasova

{"title":"Brand Warmth and Competence: Differential Effects on For-Profit and Non-Profit Evaluations","authors":"Minoo Ashoori, Zachary S. Johnson, Oleksandra Vlasova","doi":"10.1002/nvsm.70031","DOIUrl":"https://doi.org/10.1002/nvsm.70031","url":null,"abstract":"<div>\u0000 \u0000 <p>A brand's status as for-profit or non-profit shapes individuals' expectations along two fundamental dimensions: competence and warmth. These dimensions, grounded in person-perception models, influence how audiences evaluate brands. While the ideal brand is perceived as both highly competent and highly warm, for-profits and non-profits begin from different stereotypes: for-profits are generally seen as more competent (but less warm), whereas non-profits are viewed as warmer (but less competent). To overcome these imbalances, for-profits often emphasize warmth (e.g., through corporate social responsibility) and non-profits stress competence (e.g., through efficiency and performance signals). Across two experimental studies, we find that for-profit brands receive more favorable brand evaluations when emphasizing warmth, while non-profits receive less favorable evaluations when emphasizing competence. In practical terms, for-profit firms benefit from humanizing their image and showcasing prosocial engagement, but non-profits may inadvertently undermine their benevolent positioning when appearing overly business-like. A follow-up study revealed that political ideology moderates these effects: liberal audiences responded more favorably to warmth appeals for for-profits and showed more negative reactions to competence messaging for non-profits, whereas conservative consumers displayed minimal responses to both warmth cues for for-profits and competence-focused messages for non-profits. Together, these findings suggest that while warmth appeals enhance evaluations of for-profit brands, non-profits must tread carefully when emphasizing competence, particularly among liberal audiences who may view such messaging as inconsistent with nonprofit identity.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 4","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144998777","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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#BloodDonation: How European Blood Banks Use Social Media to Reach Donors and Non-Donors 献血：欧洲血库如何利用社交媒体接触献血者和非献血者

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-09-03 DOI: 10.1002/nvsm.70029

Alexandra Ciaușescu, Eva-Maria Merz, Arjen de Wit, Rene Bekkers, Jamie de Jong, Lisanne Jansen

{"title":"#BloodDonation: How European Blood Banks Use Social Media to Reach Donors and Non-Donors","authors":"Alexandra Ciaușescu, Eva-Maria Merz, Arjen de Wit, Rene Bekkers, Jamie de Jong, Lisanne Jansen","doi":"10.1002/nvsm.70029","DOIUrl":"https://doi.org/10.1002/nvsm.70029","url":null,"abstract":"<p>In recent years, social media has become increasingly central to the communication strategies of non-profit organizations. While the body of research on social media use in philanthropy is extensive and growing, it predominantly focuses on monetary donations. Studies examining the role of social media in facilitating non-monetary contributions, such as blood product donations, remain fragmented and lack a comprehensive perspective. This study addresses this gap by exploring how European blood product collection institutions (short blood banks) use social media to engage with donors and non-donors. Drawing on 22 interviews with communication specialists from 13 countries, we examine communication objectives, strategies, content types, performance measurement, and emerging trends and practices. We are contextualizing our findings within the broader intersections of non-profit communication, medical communication, and donor behavior, and provide actionable insights for practitioners and a foundation to bridge academic research and practice. These findings are not only useful for blood banks but are broadly generalizable to other non-profit contexts.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 4","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70029","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144935123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Role of Crowdfunding in Philanthropy: Donor Motivations From a Self-Determination Theory and Cultural Lens 众筹在慈善事业中的作用：自我决定理论和文化视角下的捐赠者动机

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-08-11 DOI: 10.1002/nvsm.70026

Jonathan Meir Bezalel

{"title":"The Role of Crowdfunding in Philanthropy: Donor Motivations From a Self-Determination Theory and Cultural Lens","authors":"Jonathan Meir Bezalel","doi":"10.1002/nvsm.70026","DOIUrl":"https://doi.org/10.1002/nvsm.70026","url":null,"abstract":"<div>\u0000 \u0000 <p>This study examines how intrinsic and extrinsic motivations influence monetary support in crowdfunding through the lens of self-determination theory and cultural background, offering implications for fundraising strategies. Using controlled lab experiments across varied crowdfunding contexts—art, music, small business, and nonprofit campaigns—we explore the overjustification effect and the role of sociocultural factors in shaping donor behavior. Rewards are categorized as extrinsic (gift and recognition) or intrinsic (participation and influence). Findings reveal that removing gifts slightly increases average contributions, whereas eliminating both gifts and recognition reduces support. Donor behavior also varies by country: US-born participants contribute the most overall, UK-born donors prefer gift-free scenarios, and Canadian-born donors are more generous when both gifts and recognition are absent. These results challenge conventional interpretations of the overjustification effect and highlight the importance of culturally responsive reward structures. We offer practical recommendations for campaign designers and nonprofit organizations to optimize crowdfunding strategies using targeted incentives and social proof. By anchoring donor motivations within a self-determination framework, this study contributes to the literature on philanthropic marketing and behavioral economics.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144811234","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}

引用次数: 0

Online Fundraising for Nonprofit Organizations via Social Media Marketing: A Critical Success Factors Analysis in Germany, Austria, and Switzerland 通过社会媒体营销为非营利组织在线筹款：德国、奥地利和瑞士成功的关键因素分析

IF 1.4

Journal of Philanthropy and Marketing Pub Date : 2025-08-01 DOI: 10.1002/nvsm.70028

Sonja Harken, Vanessa Mertins, Michael Urselmann

{"title":"Online Fundraising for Nonprofit Organizations via Social Media Marketing: A Critical Success Factors Analysis in Germany, Austria, and Switzerland","authors":"Sonja Harken, Vanessa Mertins, Michael Urselmann","doi":"10.1002/nvsm.70028","DOIUrl":"https://doi.org/10.1002/nvsm.70028","url":null,"abstract":"<p>Despite its relevance for nonprofit and fundraising practices, there is no evidence of the drivers of nonprofit social media marketing success. We address this research gap by empirically identifying the critical success factors in nonprofit social media marketing using structural equation modeling to analyze data from 116 social media marketing professionals in nonprofit organizations (NPOs) across Germany, Austria, and Switzerland. Disaggregate analysis confirms seven success factors, while the more holistic aggregate analysis confirms three factors: Community and Dialog Orientation, Quality of Content Implementation, and Organizational Framework. We use importance-performance map analysis to provide an additional performance dimension and identify the most crucial levers of nonprofit social media marketing success. Measures of Community and Dialog Orientation prove to be the most important. This study contributes to theoretical understanding, and the managerial implications benefit an understanding of which measures NPO marketeers or fundraising professionals should prioritize to increase success.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.4,"publicationDate":"2025-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70028","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144751427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

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Measuring Nonprofit Institution Performances: A Case of Islamic Social Finance 衡量非营利机构绩效：以伊斯兰社会金融为例

IF 1.5

Journal of Philanthropy and Marketing Pub Date : 2025-07-18 DOI: 10.1002/nvsm.70027

Fahmi Ali Hudaefi, M. Kabir Hassan, Abdelkader Laallam, Muhamad Subhi Apriantoro, Lukmanul Hakim

{"title":"Measuring Nonprofit Institution Performances: A Case of Islamic Social Finance","authors":"Fahmi Ali Hudaefi, M. Kabir Hassan, Abdelkader Laallam, Muhamad Subhi Apriantoro, Lukmanul Hakim","doi":"10.1002/nvsm.70027","DOIUrl":"https://doi.org/10.1002/nvsm.70027","url":null,"abstract":"<div>\u0000 \u0000 <p>Similar to commercial banks, zakat institutions collect Islamic social funds, e.g., zakat (Islamic alms), infaq, and shadaqah (charitable funds) from the public and distribute such funds to the specified beneficiaries with aims at no profit. However, in contrast to such traditional financial institutions that operate under a standardised regulatory framework, zakat institutions do not possess a universally recognised framework for evaluating their institutional performance. This study explores the recent practice of measuring the performance of zakat institutions using a qualitative literature review of 14 research reports published by Indonesia's National Zakat Agency (Baznas RI). NVivo is used for deductive coding, guided by three predefined themes, i.e., organizational performance, zakat distribution metrics, and zakat collection metrics. A further step is data visualization using quantitative data generated from the reviewed publication, for which a Python script is used for visualization. The findings reveal Baznas RI's approach to measuring zakat institutions' performance that is in line with the core business of zakat administration, e.g., development of financial ratios, <i>Shariah</i> (Islamic law) compliance indices, risk management frameworks, social impact assessments, among others. These applied frameworks integrate Islamic principles with operational performance indicators to address governance, transparency, and sustainability issues. This study contributes to the discourse on nonprofit institution research, particularly in relation to the institution-driven performance evaluation models for zakat institutions.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144657694","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}

引用次数: 0