The purpose of this article is to understand how online marketing communications influence donors. This article postulates, in the online arena, by taking the intangible and making it real, definite, solid, or easily grasped, one can positively impact donation. The data were collected in a lab where respondents from a university in the southwest United States explored a well‐known nonprofit website

Individuals with low levels of trait empathy are hesitant when it comes to helping people in need. This makes it difficult for nonprofit organizations to gain their support for prosocial advertising campaigns. An experimental study among 214 Swiss students examines what message strategies nonprofit organizations should use to increase support from less empathic people. We investigate the effects of

Expressive and instrumental functions provide a way to classify activities that take place in the nonprofit sector. These functions also provide a way to better understand individual's philanthropic involvement with certain types of nonprofit organizations. Despite the usefulness of these classifications, only a few studies have explored demographic, social, and ideological differences in individuals'

Following the cognitive functional model in persuasive communication and the self‐construal theory, this two‐study design project examines the impact of guilt and shame in charity advertising. Study 1 was a survey that investigated the extent to which anticipatory guilt and shame operate in affecting people's purchase intention relating to a product with social causes. Study 2 was an experiment that

With the advent of technology, donors are increasingly donating via online channels. This shift deems it necessary for nonprofit organizations to better understand the online donor behavior. As such, the purpose of this paper is twofold. First, we investigate if nonprofit organizations are perceived differently in terms of their cognitive and affective natures. Then, we examine how different consumer

Developing effective solicitation campaigns has become a priority for nonprofit organizations to raise funds. To do so, they have begun to introduce social information and recognition mechanisms in their campaigns to encourage donations, yet our current understanding of the effectiveness of these interventions is limited. This study intends to contribute to a better understanding of the effectiveness

Special charity events are an important source of revenue for non‐profit organisations in cancer control yet volunteering is declining and turnover is high. Experiences at cause‐related events may influence retention, particularly emotions connected to the cause and ceremonies which honour cancer survivors and remember loved ones. We explore the degree to which emotions associated with cause‐related

The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are

Employees represent a credible source of information for prospective job applicants of non‐profit organizations. However, less is known about when and why staff a5ctively promote their organizations. The authors develop a parsimonious model of determinants of positive staff‐word‐of‐mouth (SWOM) and test this model on the data from a survey of employees of a major Scandinavian missionary organization

The purpose of this study was to examine how leaders of nonprofit social enterprises manage the tension between social mission and financial goals to avoid mission drift. The study employed a case study/cross‐case analysis design and used the qualitative research methods of interviewing, document review, and participant observation. We found tremendous variation in the strategies created for the organizations

Charitable bequest gifts are important to charities but evaluating legacy fundraising activities is problematic. These activities may not generate bequest income until many years later. Thus, many charities focus on generating reports of current plans or intentions for bequest gifts. Such approaches depend on the link between these reports and ultimate bequest transfers. However, this link is not well

Governments across the world are grappling with the question about the funding of subsidized higher education (HE). Critics of free or subsidized HE have argued that higher rate of return of graduates serves as enough extrinsic motivation, adding, to the argument that the free or subsidized HE results in lack of intrinsic motivation. Further, critics support their assertion by citing lagging academic

Environmental nonprofit organizations attract less than 5 % of total philanthropic giving. Given the seriousness of the environmental challenges facing the globe, it is imperative to identify barriers to and best practices in soliciting environmental giving. Past studies have identified the difficulty in soliciting funding for macro‐level environmental concerns or for concerns considered to be public

Business‐like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness‐to‐pay (WTP) for theater seats (to derive revenue drivers)

The issue of socially responsible consumption (SRC) has been discussed from a perspective of behavioral change. Empathy is a moral emotion to motivate this behavioral change and includes cognitive and affective elements. Yet, the process of how an individual generates empathy cognitively and affectively is still unclear. Therefore, the main aim of this research is to discuss two types of self‐consciousness

The use of fundraising strategies in professional associations is on the rise as member donations have become an increasingly important revenue stream for the associations. This study aims to understand why member volunteers are potential donors to professional associations and to examine whether association solicitation is effective in increasing member volunteer donations. A moderated mediation model

Globally, society has been facing several and growing health problems, which increased the importance of efforts towards social change. In this context, using social marketing to create and implement programs that foster behavioural change has increased in the public health community. One of the health problems that society has been facing is the unceasing need for blood products, so the subject of

This study investigates the factors of members' supportive behavioral intentions to donate and recommend membership to others in the context of engineering professional membership associations. Using data collected from 3,464 members across three engineering professional membership associations, this study found that age, past donation experience, personal and professional benefits, gender, income

One of the greatest problems facing nonprofit organizations (NPOs) is the lack of funding, which directly jeopardises their work. NPOs working in tourist destinations have the opportunity of satisfying this need through tourism, by linking the objectives of their own activities to the objectives of tourist destinations. This article aims to establish whether NPOs working in tourism have capitalised

This study develops and tests a model that evaluates eight antecedents of charity trust and its influence on volunteering and donating. Secondary data from a national Australian survey (N = 1,377) was collected and data was analyzed using partial least square path analysis. Key findings include identifying individual and organizational antecedents of charity trust and its influence on charity supportive

Extant literature finds that discrimination promotes empathy towards other people in similar predicaments. We propose that discrimination increases empathy more generally—namely, LGB+ individuals, because of their experience with discrimination in society, which promotes empathy, are more charitable than heterosexual individuals. We recruited 5,131 American respondents of whom 378 identified as LGB+

Little empirical work has explored the psychological processes triggered by immersive technologies and how they might lead to more effective desirable prosocial outcomes. Thus, the current study explores two different modalities for presenting 360 videos—YouTube and head‐mounted display (HMD)—as strategies for engaging audiences with cause‐related stories. Across three stories, using these technologies

Nonprofit organizations are facing increasing challenges to survival and mission accomplishment in a market economy. Thus, many nonprofit organizations are actively exploring how to enhance organizational performance through Internet and communication technologies in the digital era. The relationship between e‐marketing adoption and organizational performance of for‐profit companies has been studied

The objective of this study is to explore the effect of the intentional smile on social rejection in the F2F communication strategy of NGOs. Two studies analyze the effect of smiling on passerby conduct, as well as related influence mechanisms. First, 1,298 passersby were approached by two fundraisers, one male and one female; in half of their attempts to engage the passersby, the fundraisers approached

This paper argues for the centrality of organisational practices in occupational learning with a case study of fundraising in the non‐profit UK's arts and higher education sectors. Despite the need to increase charitable giving to non‐profit organisations, little is known about the work, fundraisers must do in order to carry out their jobs. We argue that fundraisers develop strategic understandings

Nonprofit arts organizations face conflicting objectives to balance—or more specifically, to create—artistic and educational value and to generate financial income from various sources. Pay‐what‐you‐want (PWYW), a participative pricing mechanism where services have no fixed price and customers actively decide what to pay, is a novel pricing mechanism and is of high interest for organizations and researchers

The service ecosystems perspective has rarely been applied in literature tackling the nonprofit and voluntary sectors. Service ecosystems are defined as self-adjusting systems of resource-integrati ...

The present investigation used the transfer‐meaning model to assess the influence of rescue workers meaning after a major catastrophic event. Specifically, we examined the influence of rescue workers meaning on subjective norms and attitudes towards being voluntarily involved in civic activities and the influence of these on online and offline civic engagement intention. 300 Mexican undergraduate and

Most charitable giving research focuses on individual donors at a specific point in time and uses quantitative surveys with limited data about donors' experiences. This study uses reflective interviews to examine the life trajectories of a cohort of women donors who have made gifts of $1 million or more to causes that benefit women and girls. By drawing from developmental psychology, we illustrate

This manuscript examines a quality‐oriented philosophy in a nonprofit context utilizing semi‐structured interviews with nonprofit executive directors. The findings indicate that nonprofit organizations do seek continuous improvement and value a long‐term focus, consistent with for‐profit quality aspirations. However, factors unique to the structure of nonprofit organizations exist and contribute to

Philharmonic bands, as nonprofit organizations (NPO's), need to adopt a perception of themselves as self‐sustaining systems and implement a viable business plan that plausibly demonstrates how the organisation can deliver products and services valued by its surrounding environment and thereby obtain the resources necessary for growth and sustainability. There is a gap in the literature, especially