Journal of Philanthropy and Marketing最新文献

{"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}

{"title":"A Deeply Personal Affair: Stakeholder Engagement in Brand ‘Refresh’ Project of a Hospice","authors":"Fran Hyde","doi":"10.1002/nvsm.70017","DOIUrl":"https://doi.org/10.1002/nvsm.70017","url":null,"abstract":"<p>Reporting the case of St Angela's hospice, in which stakeholders became involved in marketing work, gives key insights into the vital relationship between nonprofits and their stakeholders. Insider access to an 8-month project helps to address the paucity of work that explores the active engagement of stakeholders in the work of nonprofit organisations. This practice paper explores the emotional investment, participation and contribution, as well as the outcome aspirations of a diverse group of stakeholders involved in a project to ‘refresh’ a hospice brand. Recommendations are relevant for nonprofit senior leadership teams, trustees wanting to develop stakeholder involvement, as well as nonprofit stakeholders considering deepening their involvement with nonprofit organisations.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70017","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143595219","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":"Reimagining Value Through Artification: A Conceptual and Theoretical Framework for Philanthropy and Marketing","authors":"Marta Massi,&nbsp;José I. Rojas-Méndez,&nbsp;Arianna Pappacena","doi":"10.1002/nvsm.70016","DOIUrl":"https://doi.org/10.1002/nvsm.70016","url":null,"abstract":"<p>Artification, the transformation of non-artistic objects, practices, or domains into art or art-like entities, has emerged as a pivotal concept in philanthropy and marketing. This paper develops a conceptual and theoretical framework to examine artification, emphasizing its capacity to add cultural, emotional, and symbolic value across diverse domains. By synthesizing interdisciplinary perspectives, the framework identifies five key components of artification: art infusion, contextual recontextualization, cultural capital accumulation, market and institutional legitimation, and public perception. These elements interact dynamically, illustrating how artification enhances consumer engagement, legitimizes social causes, and elevates brand identity. The framework highlights artification's implications for the third sector, where it strengthens advocacy efforts and fosters emotional resonance, while also critically addressing tensions between authenticity and commodification. This research contributes to understanding artification's transformative potential, offering practical insights for organizations aiming to integrate art into their strategies for differentiation, legitimacy, and societal impact.</p>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/nvsm.70016","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143564995","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 Power of Images in Donation Crowdfunding Across Regions","authors":"Hasnan Baber,&nbsp;Mina Fanea-Ivanovici","doi":"10.1002/nvsm.70014","DOIUrl":"https://doi.org/10.1002/nvsm.70014","url":null,"abstract":"<div>\u0000 \u0000 <p>This study contributes to the discussion on philanthropic giving. The purpose of this article is to examine the pattern of donation behavior, specifically focusing on the emotional impact of showcasing images of impoverished children. By experimenting, we aim to explore the potential influence of various demographic characteristics (income, gender) and personal traits (altruism) on the propensity to donate. We also investigate if there are any differences between local and international donations. The current study aims to shed light on the potentially impactful role that images can play in eliciting support. We adopt an experimental approach employing the S-O-R framework. We explore donors' behaviors towards charitable projects by examining the roles of donors' demographics and donors' psychological perception of selflessness. We tested our research model anchored on prior literature using data from 549 potential donors for crowdfunding campaigns based in Asia and Africa, accounting for 280 and 269 observations, respectively. The data were gathered via an online survey. Our study reveals a higher propensity to donate in higher-income, female and international potential donors, whereas it found no significant influence of selflessness on donation behavior. These results may help increase crowdfunding campaigns' reach through a better targeting strategy. Donation-based crowdfunding platforms need to put more effort into internationalization as a means to attract more backers and ensure sustainability.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143564994","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":"Anti-Consumers and Treasure-Hunters: Can Online Sustainable Fashion Challenges Shift Consumer Behaviour?","authors":"Julianna Faludi,&nbsp;Kamilla Füller","doi":"10.1002/nvsm.70012","DOIUrl":"https://doi.org/10.1002/nvsm.70012","url":null,"abstract":"<div>\u0000 \u0000 <p>Two types of social media challenges were compared: the Second-hand September and the No New Clothes challenge, both restraining consumption of new clothes. First, a survey (<i>n</i> = 416) measured the motivation of environmentally conscious consumers to participate in online consumption reduction challenges. Factor analysis and multilinear regressions were used to test the predictive power of anti-fashion preferences, environmental and ethical concern in relation to consumption reduction. A second study examined the motivations and attitudes of participants of two No New Clothes challenges in reducing their fashion consumption on five dimensions, such as environmental, ethical, animal protection, frugality and personal curiosity; and about their willingness to continue with not buying clothes after the challenge, with additional qualitative insights that shed light on the main barriers and opportunities associated with the reduction of fashion consumption. The study also situates anti-consumption, voluntary simplicity, and second-hand clothing within the context of sustainable fashion. Findings suggest that consumption reduction is primarily driven by ethical concerns and a desire to learn about sustainable fashion, with anti-fashion attitudes influencing participation. Results indicate that second-hand clothing might be a trigger for consumption. Study 2 confirmed that after the one-year challenge, 68% of participants prioritised second-hand purchases, followed by ethical brands (27.5%). Participants motivated by frugality were less likely to continue anti-consumption practices and more prone to reverting to fast fashion due to its accessibility. Anti-consumers were driven by voluntary simplicity and willingly took on active roles in promoting sustainable practices. The comparative analysis of two online challenges—<i>Secondhand September</i> and <i>No New Clothes</i>—highlights the role of social media in fostering anti-consumption engagement and behavioural change, offering a fresh perspective on how digital platforms can drive sustainable practices, and draws conclusions on anti-consumption motivations and practices. The analysis also sheds light on the difference between treasure hunting and anti-consumption attitudes.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 2","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143481523","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":"All Good Things Come to an End: Emerging Strategic Patterns of Sunset Foundations","authors":"Alice Hengevoss,&nbsp;Georg von Schnurbein","doi":"10.1002/nvsm.70015","DOIUrl":"https://doi.org/10.1002/nvsm.70015","url":null,"abstract":"<div>\u0000 \u0000 <p>Sunset foundations—foundations that exist for a limited time—are gaining increased attention in the discussion on impactful philanthropy. The idea is that having a limited organizational life span allows for greater impact. However, there is little knowledge on how leaders of these foundations navigate this sunset phase. Based on organizational development theory, we take a first step in investigating the causes that lead to the decision to sunset. We apply a multiple-case study approach to analyze an international sample of 11 sunset foundations. We find that depending on the cause for the decision to close as well as the logic through which the remaining endowment is spent down, four distinct ideal-typical sunset strategies emerge. The proposed strategic patterns refer to as Impact Accelerators, Urgency Responders, Resource Spenders, and Fade-outs. This classification adds to a better understanding of the strategic and managerial requirements leaders of sunset foundations should consider and the intended impact goals connected to a sunset.</p>\u0000 </div>","PeriodicalId":100823,"journal":{"name":"Journal of Philanthropy and Marketing","volume":"30 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2025-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143475392","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}