Abstract Charitable nonprofits are engaging at increasing rates in market-based activities. This study examined Canadian public perception of nonprofits’ market-based activities. Latent variables for trust, financial accountability, transparency, direct and general familiarity, understanding of nonprofit roles in service delivery and advocacy, and orientation towards market-based activities were created using a secondary dataset of nationally representative Canadians (n = 3853). Results show that positive perceptions of market-based activities of nonprofits are influenced by familiarity of nonprofits, accepting their advocacy role, and perceiving them as being accountable. Those with stronger views of nonprofits as providers of direct service had unfavorable perceptions of the nonprofit’s market-based activities. The findings have implications for nonprofit managers who engage in market-based activities and want to promote a positive orientation to these endeavors to engage consumers and investors.

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影响公众对加拿大非营利组织开展的基于市场的活动的看法的因素

摘要 慈善非营利组织正在以越来越高的速度参与以市场为基础的活动。本研究考察了加拿大公众对非营利组织基于市场的活动的看法。使用具有全国代表性的加拿大人的二级数据集（n = 3853）创建了信任、财务责任、透明度、直接和一般熟悉度、对非营利组织在服务提供和宣传中的角色的理解以及对基于市场的活动的定位的潜在变量。结果表明，对非营利组织以市场为基础的活动的积极看法受到非营利组织熟悉程度、接受他们的倡导角色以及认为他们是负责任的影响。那些认为非营利组织是直接服务提供者的人对非营利组织的市场活动有负面看法。