International Journal of Nonprofit and Voluntary Sector Marketing最新文献

{"title":"New perspectives on arts and nonprofit marketing","authors":"Lucy Woodliffe, R. Bennett","doi":"10.1002/NVSM.317","DOIUrl":"https://doi.org/10.1002/NVSM.317","url":null,"abstract":"","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"33 1","pages":"175-176"},"PeriodicalIF":0.0,"publicationDate":"2007-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79632996","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":"Venture capitalists and entrepreneurs become venture philanthropists","authors":"Jonathan Pepin","doi":"10.1002/NVSM.10","DOIUrl":"https://doi.org/10.1002/NVSM.10","url":null,"abstract":"Non-traditional charitable sources of revenue may be categorised as follows: \u0000 \u0000 \u0000Venture philanthropy: Human resources and funding invested as donation in the charity by entrepreneurs, venture capitalists, trusts and corporations in search of a social return on their investment. It involves high engagement over many years with fixed milestones and tangible returns and exit achieved by developing alternative, sustainable income. \u0000 \u0000 \u0000Commercial ventures: They seek a financial return on investment by creating a social enterprise operated by charities and their trading/holding companies alone or in partnership with the corporate sector, venture capitalists or investors to provide funding. Venture philanthropists may also ‘invest’ without establishing an equity position in the commercial enterprise. Any profits are re-directed to mission-related activity, although the business activity may or may not be mission related. \u0000 \u0000 \u0000Social venture capital: It funds commercial ventures (as above) but may not seek a complete return on investment; instead the investor may off set some or all of the investment against social outcomes. \u0000 \u0000 \u0000 \u0000 \u0000Within the context of venture philanthropy, this paper demonstrates how charities, venture capitalists and entrepreneurs may work together in strategic alliances. It explores venture philanthropy from the perspective of venture capitalists and entrepreneurs, giving examples. Charities are shown how to prepare themselves to take advantage of these entrepreneurial opportunities. \u0000 \u0000 \u0000Although the emphasis in this paper is on venture philanthropy, the processes outlined may be used to help a charity take advantage of opportunities within the broader social entrepreneurial context. Successful venture capitalists and entrepreneurs have demonstrated the ability to turn outline business ideas into big results, frequently in highly competitive business environments. \u0000 \u0000 \u0000A common characteristic that appears to unite these individuals when they divert their interest toward social ventures is a desire to apply their business-like approach, which includes planning processes, milestones and outcome measurement to their social venture activity. \u0000 \u0000 \u0000 \u0000Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"18 1","pages":"165-173"},"PeriodicalIF":0.0,"publicationDate":"2005-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90036099","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":"'Creating customer value in the not-for-profit sector: A case study of the British Library'","authors":"G. Warnaby, J. Finney","doi":"10.1002/NVSM.18","DOIUrl":"https://doi.org/10.1002/NVSM.18","url":null,"abstract":"Public sector organisations are being increasingly subjected to both legislative and competitive pressures forcing them to reconsider their relationships with users and customers (Chapman and Cowdell, 1998) in order to develop a more overt marketing orientation (defined as focusing on customer needs as the primary drivers of organisational performance (Jobber, 2004)). The creation of customer value underlies the development of a meaningful marketing orientation, and is a nettle that more public sector and not-for-profit organisations will have to grasp. This article considers how a more marketing-oriented approach was adopted by the British Library in order to clarify and communicate its value proposition to its identified target markets, and in doing so, hopefully achieving a sustainable competitive advantage on an ongoing basis. \u0000 \u0000 \u0000 \u0000 \u0000Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"14 1","pages":"183-195"},"PeriodicalIF":0.0,"publicationDate":"2005-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74617559","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":"Doing well by doing right: a fundraiser's guide to ethical decision-making","authors":"M. Rosen","doi":"10.1002/NVSM.11","DOIUrl":"https://doi.org/10.1002/NVSM.11","url":null,"abstract":"The level of trust a prospective donor has in a charity will, in part, determine whether the individual chooses to support the charity as well as the amount of that support. A key factor involved in trust is an organization's ethical standards. Donors prefer to make donations to organizations that maintain the highest principles. If an organization can consistently make the best possible, most ethical decisions, it will be recognized as being an ethical institution, which in turn will enhance the trust it engenders, and, therefore, the support it can attract. A number of ethical decision-making models exist. Adopting a decision-making model will ensure that a methodical approach is used and that the incidents of rash decision-making will be reduced. Using an ethical decision-making model will help individuals arrive consistently at the best solutions to ethical dilemmas, defend those decisions, enhance public trust, secure more donors, and raise more money. The value of sound decision-making and effective ethical decision-making models are reviewed in this paper. \u0000 \u0000 \u0000 \u0000 \u0000Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"29 1","pages":"175-181"},"PeriodicalIF":0.0,"publicationDate":"2005-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87521034","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":"Building and rebuilding charity brands: the role of creative agencies","authors":"M. Griffiths","doi":"10.1002/NVSM.17","DOIUrl":"https://doi.org/10.1002/NVSM.17","url":null,"abstract":"People who work in creative agencies tend to see a charitable organisation as a brand like any in the commercial world, and rightly so. While this is the correct starting point, there is often a huge gap between this simple understanding and the ability to deliver the changes in perception and behaviour that charities need. Besides strict governance and the obvious need for transparency and integrity, charity brands face many other issues, whether rebuilding or starting from scratch. They exist mainly to solve problems, not to meet a demand. Understanding this very different raison d'etre is the second greatest hurdle that creative agencies have to overcome when working on charity brands. The greatest is getting the charity to consider itself a brand and all that entails. When charities get beyond their complacency and suspicion and creative agencies their arrogance and superficiality—as with Breakthrough Breast Cancer and the Fairtrade Foundation—these two obstacles can be overcome. Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"54 1","pages":"121-132"},"PeriodicalIF":0.0,"publicationDate":"2005-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91338026","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":"Valuing not‐for‐profit and charity brands—real insight or just smoke and mirrors","authors":"D. Haigh, S. Gilbert","doi":"10.1002/NVSM.16","DOIUrl":"https://doi.org/10.1002/NVSM.16","url":null,"abstract":"Brands introduce emotional decision-making criteria, differentiating all brands across the not-for-profit sector. Brands shift the demand curve upwards and the cost curve downwards. The result is higher turnover, profit and surplus ‘consumer utility’. Brand equity is a measure of the emotional reservoir that shows how far the demand curve has moved and what the future cash flows will be. Brand valuation is a snapshot of those future cash flows. David Haigh and Stephen Gilbert's article describes how these three concepts fit together and explains how and why they have become best practice in marketing and financial management. Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"17 1","pages":"107-119"},"PeriodicalIF":0.0,"publicationDate":"2005-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82898791","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":"NSPCC case study: brand‐building FULL STOP","authors":"J. Grounds, J. Griffiths","doi":"10.1002/NVSM.13","DOIUrl":"https://doi.org/10.1002/NVSM.13","url":null,"abstract":"","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"52 1","pages":"69-77"},"PeriodicalIF":0.0,"publicationDate":"2005-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82047718","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 face and voice of volunteering: a suitable case for branding?","authors":"Philippa Hankinson, Colin Rochester","doi":"10.1002/NVSM.15","DOIUrl":"https://doi.org/10.1002/NVSM.15","url":null,"abstract":"Volunteers make a substantial contribution to UK society but the level of volunteering has peaked and may, in part, be due to the poor ‘image’ of volunteering. Through qualitative research, this study explores the need to re-shape perceptions of volunteering and the extent to which this may be achieved through branding. Key findings suggest that although there is much consistency in perceptions about generic volunteering, perceptions of the different strands of volunteering, such as governance and campaigning, are different and may require individual development as sub-brands. It is argued that Volunteering England is best placed to lead a brand development programme, supported by managers of national and local bodies as well as volunteers to create a new visual identity and, importantly, key messages that will resonate with current and potential volunteers across different areas of activity. Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"1 1","pages":"93-105"},"PeriodicalIF":0.0,"publicationDate":"2005-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88344053","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":"Optimising communications for charity brand management","authors":"A. Jenkinson, B. Sain, Kevin W. Bishop","doi":"10.1002/NVSM.14","DOIUrl":"https://doi.org/10.1002/NVSM.14","url":null,"abstract":"The paper presents recomendations on how to enhance communications planning through new integration and media neutral planning techniques (open planning) linked to Integrated Marketing practice. The paper is based on best practice research in charity and commercial sectors, including NSPCC and National Trust. Copyright © 2005 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"36 1","pages":"79-92"},"PeriodicalIF":0.0,"publicationDate":"2005-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82041927","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":"Corporate giving in the USA: a model for meeting Russia's expanding social needs?","authors":"Karen N. King, Margarita Tchepournyhk","doi":"10.1002/NVSM.249","DOIUrl":"https://doi.org/10.1002/NVSM.249","url":null,"abstract":"In the USA, corporations make substantial contributions to public-serving organisations with no expectation of financial gain. This paper explores the factors that have encouraged corporate giving in the USA and compares them to circumstances in the emerging capitalist economy of Russia. The outlook for the emergence of a corporate giving model in Russia similar to that of the USA is poor, but improving. To make it work, organisational recipients of corporate generosity need to trust their benefactors, and corporations need to believe that their contributions of surplus profits make good business sense. Copyright © 2004 Henry Stewart Publications","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"89 1","pages":"218-228"},"PeriodicalIF":0.0,"publicationDate":"2004-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79477860","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}