The effect of nonprofit commercialization, the increased reliance on revenues from commercial activities such as program and service fees, is one of the most significant topics in nonprofit finance studies. Commercialization can jeopardize nonprofits’ efforts to secure financial sustainability as donors become reluctant to contribute to highly commercialized nonprofits. This study examines the effect of thematic and episodic framing in acquiring support on nonprofit commercialization with an online survey experiment. The findings reveal that both thematic and episodic framings increase willingness to donate and volunteer, and combining both framings is more effective than using a single framing, suggesting that nonprofits can benefit from message framing in persuading donors and stakeholders of nonprofit commercialization.

非营利商业化的影响，即对项目和服务费等商业活动收入的日益依赖，是非营利金融研究中最重要的主题之一。商业化可能会危及非营利组织确保财务可持续性的努力，因为捐助者不愿意向高度商业化的非营利组织捐款。本研究通过在线调查实验检验了主题和情景框架在获得非营利商业化支持方面的影响。研究结果表明，主题框架和情景框架都增加了捐赠和志愿服务的意愿，并且结合这两个框架比使用单一框架更有效，这表明非营利组织可以从说服捐助者和利益相关者非营利商业化的信息框架中受益。