Journal of Philanthropy and Marketing最新文献

{"title":"Online Fundraising for Nonprofit Organizations via Social Media Marketing: A Critical Success Factors Analysis in Germany, Austria, and Switzerland","authors":"Sonja Harken,&nbsp;Vanessa Mertins,&nbsp;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}

{"title":"Measuring Nonprofit Institution Performances: A Case of Islamic Social Finance","authors":"Fahmi Ali Hudaefi,&nbsp;M. Kabir Hassan,&nbsp;Abdelkader Laallam,&nbsp;Muhamad Subhi Apriantoro,&nbsp;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}

{"title":"Charity, Conviction, and Social Norms: Personal Worldview Conviction as a Predictor of Charitable Giving","authors":"Shane Enete,&nbsp;Timothy Todd","doi":"10.1002/nvsm.70025","DOIUrl":"https://doi.org/10.1002/nvsm.70025","url":null,"abstract":"<p>This study offers a novel contribution to the charitable giving literature by empirically linking specific personal worldview convictions, particularly self-transcendent versus physical-self orientations, to both the likelihood and magnitude of charitable giving. While existing research has extensively explored demographic, religious, and psychological drivers of giving, few have systematically examined the foundational role of worldview in shaping financial generosity. Grounded in the theory of planned behavior (TPB), this study uses original survey data from 471 participants to test how distinct worldview convictions serve as normative beliefs that inform charitable behavior. The results reveal that, although personal worldview convictions had limited influence on the decision to give, they strongly predicted how much individuals gave. Specifically, conviction in self-transcendent worldviews (e.g., monotheistic and polytheistic) was significantly associated with higher charitable contributions, while physical-self convictions (e.g., humanistic and post-modern) were negatively associated. By introducing personal worldview conviction as a meaningful social norm variable within the TPB framework, this paper expands the theoretical understanding of prosocial financial behavior and offers actionable insights for researchers, policymakers, and nonprofit practitioners.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70025","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144647288","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}

{"title":"The Role of Self-Transcendent Emotions and Empathy in Motivating Nonprofit Audiences Toward Social and Environmental Issues","authors":"Denise Sevick Bortree,&nbsp;Michail Vafeiadis,&nbsp;Pratiti Diddi,&nbsp;Virginia Harrison","doi":"10.1002/nvsm.70023","DOIUrl":"https://doi.org/10.1002/nvsm.70023","url":null,"abstract":"<p>This study examined the role of self-transcendent emotions in increasing motivation to solve social and environmental problems. It investigated how self-transcendent emotions and empathy predict individuals' problem recognition, constraint recognition, involvement recognition, and in turn, situational motivation in problem solving for two hot-button issues—climate change and immigration. A 2 (emotions: self-transcendent vs. control) × 2 [issue: social (immigration) vs. environmental (climate change)] experimental study (<i>N</i> = 520) found that self-transcendent emotions increased empathy, which significantly influenced problem recognition, constraint recognition, and involvement recognition, as well as situational motivation. Theoretical and practical implications for nonprofit organisations are discussed.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144598567","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}

{"title":"Don't Wait, ACT! A Culturally Competent Approach for Inclusive Development Communications With African Diaspora Communities","authors":"Edward Ademolu","doi":"10.1002/nvsm.70024","DOIUrl":"https://doi.org/10.1002/nvsm.70024","url":null,"abstract":"<p>Amid the anti-racist imperative of the Black Lives Matter (BLM) movement and global decolonisation efforts, international non-governmental organisations (INGOs) in the UK are grappling with race and racism in their development communications. While attention to racial representation in visual narratives has increased, UK African diaspora perspectives remain marginalised. This paper introduces the ACT model—<i>Activating Cultural Awareness, Community Collaboration,</i> and <i>Transformative Communication Practices</i>—as a culturally competent framework for inclusive development communications. It advocates for empowering African diaspora communities to reshape development narratives and foster more equitable, authentic, and impactful communications across the sector.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 3","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70024","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144598568","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}

{"title":"Artificial Intelligence (AI) in the Context of Nonprofits and Philanthropy: Suspicion and Hope for Researchers and Organizations","authors":"Guillaume Plaisance","doi":"10.1002/nvsm.70022","DOIUrl":"https://doi.org/10.1002/nvsm.70022","url":null,"abstract":"<p>As the use of artificial intelligence (AI) expands in organizations and academia, it seems important to question its potential contributions and threats in the context of nonprofit and philanthropic studies. The current policies of scientific publishers make the use of AI just another ethical issue to be monitored. Therefore, its only interest is as a tool to save time on certain tasks. The same reasoning applies to organizations. In both cases, the use of AI in its free or mainstream market versions raises questions about the ability of these tools to take into account the specificities of nonprofit and philanthropy. There are also other suspicions, such as the proper use of the data provided to the AI, or the risk of standardized answers to management questions. In fact, the use of AI can save time on routine or complex tasks, allowing researchers to focus on their impact on society and organizations to focus on their impact on beneficiaries and the community. We can even hope that this time savings will encourage collaboration between researchers and organizations, in order for the former to supplant the generalist discussions proposed by AI, and for the latter to co-construct truly adapted practices.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143909447","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}

{"title":"The Negative Effects of Small Gift References in Charitable Bequest Marketing","authors":"Russell N. James III,&nbsp;Claire Routley","doi":"10.1002/nvsm.70021","DOIUrl":"https://doi.org/10.1002/nvsm.70021","url":null,"abstract":"<p>This paper presents the first randomized controlled experiment to examine the effects of small gift and small estate percentage references in legacy gift marketing. The results offer practical and theoretical insights for fundraisers. Previous research in current donations finds that using examples of smaller gifts (“legitimizing paltry contributions”) tends to increase giving participation rates but reduce gift sizes. A popular approach to marketing charitable bequests takes a similar approach by using examples of leaving 1% of the estate. As expected, the use of a small estate percentage example, such as 1% or 2% of the estate, did significantly decrease the intended gift size. However, these examples also had weakly negative effects on the likelihood of making a bequest gift. The expected giving participation/amount tradeoff arose only in the strength of the negative impact caused by percentage examples. As the example percentages increased (1%, 2%, 5%, 10%, 20%, or “whether it is 1% or 50%,”), the statistical significance of the negative effects on gift likelihood tended to grow, while the statistical significance of the negative effects on intended gift size tended to fall. Alternatives such as referencing small dollar amount examples ($100 or $500) or “a very small gift in a will” had no significant effect on the likelihood of making a gift. However, the negative effect on intended gift size was significant for the $500 example. In addition to these results, the financial dominance of large estate gifts and the one-time nature of such gifts contraindicate marketing strategies (and performance metrics) focused on increasing gift participation at the expense of intended gift size.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70021","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143905079","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}

{"title":"What Influence Do Death, Dying and Bereavement Have on Philanthropic Giving Within Hospice Care?","authors":"Jo Bacon,&nbsp;Claire Routley,&nbsp;Beth Breeze","doi":"10.1002/nvsm.70020","DOIUrl":"https://doi.org/10.1002/nvsm.70020","url":null,"abstract":"<p>Hospice care, for people with life-limiting or terminal illnesses, is increasingly in demand due to rising death rates and is increasingly reliant on voluntary income due to rising costs. Lack of understanding of the specific drivers and needs of donors to hospices, and widespread misconceptions about hospice services are combined with cultural difficulties in discussing death, dying and bereavement to result in a particularly complex environment for hospice fundraisers. To help navigate that complexity, this paper presents insights on hospice donor motivation and stewardship expectations, based on data from semi-structured interviews with 10 donors who have experienced a bereavement at one hospice in the UK. It generates three key findings: (1) In memory giving plays a developing role throughout the bereavement journey, providing a distraction for people in the immediate aftermath of their loss, enabling them to maintain a connection with the deceased, but, for some, eventually diminishing as they move on with their lives; (2) Awareness of need, gratitude, reciprocity, and future benefit are key drivers of giving to hospices, such that donors become newly aware of needs met by hospices, appreciative of the care received by departed loved ones, and committed to ensuring that they and others will have future access to hospice services; (3) Affinity and bonds with the hospice, including positive experiences with both frontline care staff and the fundraising team, build and sustain donor loyalty. We conclude that donations by those who have direct experience of the hospice are often a function of the ‘bereavement journey’ and that the extent to which this factor influences giving changes over time and between donors, leading to the recommendation that more bespoke stewardship is needed to best understand and meet the needs of these donors and to maximise the amounts given.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70020","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143892951","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}

{"title":"The “Green” Knight in Silver Armor: Using Label Color and Package Shape to Overcome the Weakness Bias Against Eco-Friendly Detergent","authors":"Michael Hair,&nbsp;Hailey Depoister,&nbsp;Edmund Hershberger","doi":"10.1002/nvsm.70019","DOIUrl":"https://doi.org/10.1002/nvsm.70019","url":null,"abstract":"<div>\u0000 \u0000 <p>This research examines the role of packaging design in shaping consumer perceptions of eco-friendly laundry detergents, with a focus on addressing the common “weakness bias” that can undermine the appeal of sustainable products. As consumers increasingly prioritize purchases that reflect their social and environmental values, it becomes essential for brands to ensure that eco-friendly offerings are perceived not only as ethical but also as effective. Our study investigates how key sensory packaging elements—specifically label color and package shape—can be leveraged to enhance perceived strength without compromising the product's eco-friendly positioning. Drawing on sensation transference and associative network theories, we hypothesize that a silver eco-friendly label, compared to the more traditional green label, signals greater strength (meaning the product is more effective at its designated task, i.e., cleaning laundry) and efficacy, especially when applied to an angular package design. Across two lab experiments and one field study, we demonstrate that silver labeling significantly improves perceived product strength by an average of 0.67 on a 5-point Likert scale (<i>p</i> &lt; 0.001) and increases purchase likelihood by an average of 0.47 on a 5-point Likert scale (<i>p</i> &lt; 0.001), with these effects further amplified when combined with angular packaging. These findings offer important insights for nonprofit organizations and social enterprises, which often face unique challenges in balancing sustainability goals with perceived product efficacy, to strengthen the marketability of eco-conscious products. While relevant for all companies, this approach is particularly crucial for these entities due to their reliance on consumer trust and mission-driven branding. By adopting packaging strategies that communicate both environmental responsibility and product effectiveness, brands can better align consumer behavior with their philanthropic and sustainability goals. This research provides practical recommendations for enhancing the perceived value and impact of sustainable products, ultimately driving greater support for environmentally conscious consumption.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143793568","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}

{"title":"Fostering, Promoting, and Encouraging Philanthropy: Mechanisms to Attract Younger Generations of Donors and Volunteers","authors":"Claire van Teunenbroek,&nbsp;Walter Wymer,&nbsp;Ljiljana Najev Čačija","doi":"10.1002/nvsm.70018","DOIUrl":"https://doi.org/10.1002/nvsm.70018","url":null,"abstract":"<p>For fundraising campaigns to attract support from all generations, it is important to understand how younger generations prefer to give and which strategies speak to them. This editorial discusses insights from nine papers dedicated to a special issue on understanding and attracting younger generations to increase the pool of donors and volunteers. Our discussion focuses on their giving preferences, influencing factors, engagement strategies, and expectations. This focus provides valuable insights for organizations aiming to engage these generations in philanthropy more effectively. We conclude with five propositions, three pillars, and five suggestions for future research. Our propositions highlight the differences and similarities among generations, the need to continue modernizing fundraising approaches, the role of engagement, and the expectations of younger generations. We summarise the strategies and motivational factors via three pillars: (1) foster a sense of belonging, (2) promote personal growth, and (3) encourage active participation in philanthropic activities. These pillars highlight the significance of traditional values such as altruism and recognition while emphasizing the growing importance of personal development and fostering a fun and social environment. Our suggestions for future research include a call for (1) longitudinal studies, (2) comparative analyses, (3) increased attention to Generation Alpha, (4) exploration of the role of digital technologies, and (5) assessing the current implementation of the suggestions by non-profit organizations.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70018","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143639071","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}