Journal of Nonprofit & Public Sector Marketing最新文献

{"title":"Volunteer Brand Equity? Exploring the Adoption of Employee Brand Equity (EBE) Dimensions to Understand Volunteers’ Contributions to Build Nonprofit Organizations’ Brands","authors":"M. Nogueira, Francisco Santarém, Sandra Gomes","doi":"10.1080/10495142.2019.1689222","DOIUrl":"https://doi.org/10.1080/10495142.2019.1689222","url":null,"abstract":"ABSTRACT Given the importance of volunteers as key assets of formal volunteering organizations, this paper explores the adoption and adequacy of Employee Brand Equity (EBE) models to understand volunteers’ contributions to Nonprofit Organization (NPO) brand equity. Methodologically this research embraces a mixed-methods approach by combining data from exploratory interviews with experts from the NPO context and from a survey to 227 Portuguese volunteers from 28 formal volunteering organizations. This paper adds to the literature by applying for the first time EBE dimensions to the context of formal volunteering institutions. Hence, it provides a first step to the development of a Volunteer Brand Equity Model, by characterizing each dimension and validating its importance in the context of NPOs. From a practitioners’ viewpoint, this paper calls attention to the importance of embracing internal marketing strategies to attract and retain volunteers in a sustainable way and provides a practical tool for Volunteer Brand Equity analysis in NPOs.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"104 - 73"},"PeriodicalIF":1.4,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1689222","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47679792","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":"Volunteer Recruitment, Activation, Commitment, and Retention: An Introduction to the Special Issue","authors":"Pam Kappelides, Gillian Sullivan Mort, Clare D'souza, Bob Mcdonald","doi":"10.1080/10495142.2020.1719324","DOIUrl":"https://doi.org/10.1080/10495142.2020.1719324","url":null,"abstract":"The topic of volunteer recruitment, activation, commitment, and retention is an area of growing concern in the nonprofit sector. There is a consistent view in research literature (Cuskelly, Hoye, & Auld, 2006; Rochester, Paine, Howlett) that volunteering in developed communities is under pressure from a number of factors that intersect and impact on volunteers at different levels. These include broader socio-demographic patterns such as an aging population, increasing social inequalities, disruption of marriage and family ties, reduction in religious attachment, suburbanization, and, the fragmentation of traditional community life and interaction patterns due to residential mobility (Evers, 2016). Some authors (Lim & Laurence, 2015) have thus argued that due to these pressures and others there has been a decline in volunteering. Diverse theoretical lens can be applied to understand volunteering, including marketing to attract and retain volunteers through relationship marketing (Bussell & Forbes, 2006), volunteers experiencing transformation (Mulder, Rapp, Hamby, & Weaver, 2015), internal marketing strategies to increase volunteer retention (Bennett & Barkensjo, 2005), self-congruity theory to investigate the match to organization and volunteer (Randle, Dolnicar, & Bennett, 2011), quality of life and motivation to volunteer (Taghian, D’Souza, & Polonsky, 2012), and applying agency, stakeholder, and stewardship theory to enhance nonprofit governance and thereby various aspects of volunteering (Van Puyvelde, Caers, Du Bois, & Jegers, 2011). Corporate volunteering programs (Grant, 2012) offer several distinctive advantages to nonprofits, particularly economies of scale for recruiting and organizing volunteer efforts yet are relatively little researched, for example, using the lens of corporate social responsibility. The purpose of this special issue was to provide an opportunity for the dissemination of empirical work on volunteerism. Its further intent was to provide an opportunity for the critical examinations of various aspects of volunteerism and to progress its study and application. The papers included in this special issue also focus and extend our understanding of key issues around marketing and social media with volunteers. The first paper by Kappelides and Johnson examines the key volunteer management challenges faced by volunteer managers and coordinators in the USA, Australia, andCanada. The results were gathered over 4 years (2015–2018) and provide an in-depth analysis of the challenges faced by volunteer managers of which has not been collected previously. This research study has provided evidence that volunteer managers have several challenges in their roles and require the support of their nonprofit organization to manage volunteers. Research into the management of volunteers suggests that volunteer managers and/or coordinators in nonprofit organizations may need to facilitate a more strategic approach to managing and supporting thei","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"1 - 3"},"PeriodicalIF":1.4,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1719324","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44421445","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":"Volunteer Retention Motives and Determinants across the Volunteer Lifecycle","authors":"B. Merrilees, Dale Miller, Raisa Yakimova","doi":"10.1080/10495142.2019.1689220","DOIUrl":"https://doi.org/10.1080/10495142.2019.1689220","url":null,"abstract":"ABSTRACT The focus of the paper is on better understanding volunteer retention. A broad-based survey of fourteen Australian nonprofit organizations develops an expanded quantitative model of volunteer retention by adding two new antecedents: values-congruency and altruistic motives to previous modeling. The study generates a more comprehensive set of rankings of volunteer retention motives, with altruism receiving top ranking. Using exploratory factor analysis, the study develops a new three-item perspective of altruism, combining helping, service and the cause. A new four-phase framework of the volunteer lifecycle is also developed. Investigating changes in retention motives over the life cycle reveals a major and unexpected finding, that the altruistic motive may actually become more important as volunteers move through the lifecycle.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"25 - 46"},"PeriodicalIF":1.4,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1689220","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41384314","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":"The Roles of Self-identity Cues and Public Self-consciousness in Volunteering for Socially Stigmatized Causes on Social Media","authors":"Hyun Ju Jeong","doi":"10.1080/10495142.2019.1689221","DOIUrl":"https://doi.org/10.1080/10495142.2019.1689221","url":null,"abstract":"ABSTRACT Two experiments are conducted to study marketing strategies (self-identity cues and public self-consciousness) that can be used to fuel volunteering intentions for socially stigmatized cause campaigns on social media. The finding of Study 1 demonstrates that group (vs individual) cues promoting group-wise commitment are more effective for increasing volunteering intentions, but this finding is reported only for those low in public self-consciousness. Furthermore, public self-consciousness itself negatively influences volunteering intentions. Comparing the type of group cue, Study 2 finds that ingroup (vs outgroup) cues signaling an ingroup identity of volunteers are more effective in increasing volunteering intentions, and such effect is more prominent for those high in public self-consciousness. In turn, the interaction effects of group cues and public self-consciousness on volunteering intentions are mediated by the perceived social value of volunteering. Theoretical and practical implications are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"47 - 72"},"PeriodicalIF":1.4,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1689221","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48095652","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":"A Heavy Load: Challenges and Current Practices for Volunteer Managers in the USA, Australia, and Canada","authors":"Pam Kappelides, Tobi Johnson","doi":"10.1080/10495142.2019.1668329","DOIUrl":"https://doi.org/10.1080/10495142.2019.1668329","url":null,"abstract":"ABSTRACT Volunteers make a significant contribution to the infrastructure of western societies, and volunteer managers or coordinators are the important conduit that ensures volunteers are managed and supported. This article addresses the key challenges faced by volunteer managers and coordinators in the USA, Australia, and Canada. The results were conducted in 2015–2018. A total of 5,268 responses were gathered over the 4 years of the survey. This research study has provided evidence that volunteer managers have several challenges in their roles and require the support of their nonprofit organization to manage volunteers. Volunteer managers need to have resources, time and support from management to manage their volunteers and thereby contributing to the function of their organizations.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"24 - 4"},"PeriodicalIF":1.4,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1668329","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43262052","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":"Nonprofit Marketing Expenses: Who Spends More than Others?","authors":"Young‐joo Lee","doi":"10.1080/10495142.2019.1707743","DOIUrl":"https://doi.org/10.1080/10495142.2019.1707743","url":null,"abstract":"ABSTRACT Marketing techniques are well-accepted practices in today’s nonprofit organizations. Still, existing research on nonprofit marketing focuses on a small number of cases, and little is known about the sector-wide marketing practices. This study examines how a nonprofit’s marketing endeavors, measured by the percentage of expenses spent on marketing, vary across organizations, depending on such organizational contingencies as revenue mix, service type, and organizational activities. The analysis of the 2012 Statistics of Income Sample data shows that the proportion of marketing expense in total expenditure is positively associated with the proportions of commercial income and charitable contributions in total revenue and negatively with the proportion of government grants. The results also reveal that the proportion of marketing expense is more strongly associated with commercial revenue than with donation revenue, which implies that the current marketing practices have a stronger emphasis on increasing sales of goods and services. The findings also show significant differences across service types, as arts and environmental organizations spend more on marketing while health and human service organizations spend less than others.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"385 - 402"},"PeriodicalIF":1.4,"publicationDate":"2019-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1707743","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41394423","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":"Lines of Scientific Research in the Study of Blood Donor Behavior from a Social Marketing Perspective","authors":"Laura Romero-Domínguez, J. Martín‐Santana, Agustín J. Sánchez-Medina, Asunción Beerli-Palacio","doi":"10.1080/10495142.2019.1707741","DOIUrl":"https://doi.org/10.1080/10495142.2019.1707741","url":null,"abstract":"ABSTRACT Although blood is essential in healthcare systems for medical and surgical use, it is still a scarce resource. Given that blood cannot be produced artificially, donors are the backbone of the system, which is why it is crucial for transfusion centers to understand the factors that determine their behavior. The goal of this study is to help decision-makers at transfusion understand what lines of research have been developed in the literature and which ones might be useful to define and assess actions related to the attributes of the donation system and donor behavior. To that end, this work aims to present an overview of the available literature on blood donor behavior from a social marketing perspective, which is of paramount importance in the context of blood donation. Based on the results of this review, which was performed by using the text mining methodology, this study presents current lines of investigation, and proposes additional future lines.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"307 - 358"},"PeriodicalIF":1.4,"publicationDate":"2019-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1707741","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48478168","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":"Expanding the Prevailing Behavioral Model in A Social Marketing Context: A Case Study of an Eco-point System to Promote Eco-policies in Toyota City, Japan","authors":"Hiroshi Ito, N. Kawazoe","doi":"10.1080/10495142.2019.1708528","DOIUrl":"https://doi.org/10.1080/10495142.2019.1708528","url":null,"abstract":"ABSTRACT To analyze and expand the prevailing behavioral model (awareness–knowledge–attitudes–behavior), this study explored strategies for promoting the eco-family card, a social marketing approach whereby users in Toyota City, Japan, earn eco-points through eco-activities and exchange them for goods. This initiative aims to advance the city’s eco-policy by incentivizing participation in eco-activities. The findings indicate that the dominant theoretical models positing that environmental awareness and knowledge lead to pro-environmental behaviors via attitudes are limited for explaining behavior change in this context. Furthermore, the results suggest that, given their pro-environmental attitudes that are yet to manifest as behaviors, women in their 30s are a promising sociodemographic target for promoting the eco-family card and that residents are somewhat satisfied with the goods that can be obtained with eco-points but desire more places to acquire and use eco-points. Recommendations are provided for the city government’s effective promotion of the eco-family card.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"403 - 433"},"PeriodicalIF":1.4,"publicationDate":"2019-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1708528","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49662187","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":"Facilitators of Students’ Moderate Drinking in a Wet versus Dry Drinking Culture","authors":"Khai Trieu Tran, K. Robertson, M. Thyne","doi":"10.1080/10495142.2019.1707742","DOIUrl":"https://doi.org/10.1080/10495142.2019.1707742","url":null,"abstract":"ABSTRACT Compared to drinking abstinence, the encouragement of moderating drinking is a pragmatic and sensible approach to addressing excessive alcohol consumption. This study explores how students’ perceptions of facilitators of moderate drinking vary between a wet (New Zealand) and dry drinking country (Vietnam). A qualitative survey was conducted with 227 and 278 respondents from New Zealand and Vietnam, respectively. Aligning with the behavioral ecological framework, the content analysis reveals that students perceive several factors to encourage moderate drinking at the individual (e.g., controllability and coping skills), social (e.g., peer influences), and environmental level (e.g., alternatives to drinking). The response variations between the two countries provided novel insights into cultural differences in students’ perceptions, with internal factors exerting stronger influence in the dry culture and external influences being more prominent in the wet culture. The findings offer recommendations to inform nonprofit and social marketing in the areas of alcohol control.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"359 - 384"},"PeriodicalIF":1.4,"publicationDate":"2019-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1707742","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47429734","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":"Service-Dominant Logic and Nonprofit Organizations: A Value Creation Perspective","authors":"Renata V. Klafke, Osten Flávio Von Der, S. Didonet, A. Toaldo","doi":"10.1080/10495142.2019.1668327","DOIUrl":"https://doi.org/10.1080/10495142.2019.1668327","url":null,"abstract":"ABSTRACT This paper offers a theoretical analysis of the nonprofit organizations´ (NPO) phenomenon through the lens of service-dominant logic theory. Specifically, it focuses on donative nonprofit organizations (DNPO), perceiving firms’ relationships that involve the simultaneous pursuit of competition and cooperation. We posit that DNPOs should cooperate to incrust the donation mentality, assuming that institutions have the ability to control and shape human behavior by establishing behavioral patterns. Once this factor is institutionalized, a relational environment of co-creation value is established, and this is where DNPOs may be able to offer better value proposition in order to compete for donations. This study has revealed the richness and complex character of the research field of donation. Managerially, it offers insights about how DNPOs compete, which could assist managers to better handle their operand resources. We argue that if DNPOs understand the circumstances that make people donate and understand what type of value they are looking for, then these firms will be able to encourage people to become donors or to increase their contributions.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"65 - 83"},"PeriodicalIF":1.4,"publicationDate":"2019-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1668327","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43239212","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}