Fundraising of Nonprofit Organizations: Specifics and New Possibilities

Hommerová, Dita; Severová, Lucie

doi:10.1080/01488376.2018.1479678

Cited by 13 publications

(15 citation statements)

References 6 publications

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“…This finding is consistent with the new marketing paradigms developed by Hommerová and Severová (2019) as well as Hilton (2015), which consider the best advertising are the products and services offered, because it is the only cost-effective way to create valuable, meaningful and positive experiences for customers, who see in the products solutions. Therefore, if organizations want to differentiate themselves in their market segment from the competition, they must generate stimulus before, during, or after the provision of the service.…”

Section: Introductionsupporting

confidence: 86%

ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

González-Díaz¹,

Acosta-Moltó²

2020

CIIDJOURNAL

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This article aims to analyze the relationship of experience providers (ExPro) as phyco-affective stimulators in experiential marketing in non-profit organizations in the Colombian Caribbean region, it was framed in the complementary methodology, under the type of correlational studies and was carried out under a non-experimental, transactional and field design. The facts were also studied from January 1/2018 to November 30/2018, where a questionnaire with a Likert scale was applied, which was validated at the discretion of 5 experts with an alpha coefficient of Cronbach 0.85 (Very high), aimed at a population of 273 young people between 18-25 years in the departments of Córdoba and Sucre which are intervened socially for 5 foundations, statistical data was processed in Microsoft Excel2010, SPSS v25 and @risk (Montecarlo method), subsequently 3 marketing experts were discussed and interpreted through the hermeneutic or interpretive method using it as a tool for qualitative analysis Atlas.ti8 software, generating criteria for weighting and design of inference rules in the fuzzy logic module (Matlab2017), to obtain the following results: standard deviation of 0.23982, correlation between variables of 0.666 (moderately positive). Consequently, 7 rules were generated for the inference module under the simplification of 5 categories of the Likert scale to 3 categories according to proportionality: Strong: 3.41 - 5.00, Medium: 2.61 - 3.40 and Weak: 1.00 - 2.60; as a significant find, the internal staff (Expro) generates greater influence among the psycho-affective stimulators in nonprofit organizations.

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Section: Introductionsupporting

confidence: 86%

ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

González-Díaz¹,

Acosta-Moltó²

2020

CIIDJOURNAL

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“…These differences paved the way for a range of studies in marketing concepts, mainly related to nonprofit branding such as brand community (Hassay and Peloza, 2009), brand orientation (Apaydin, 2011), brand image (Baghi and Gabrielli, 2013), market orientation (Wymer et al , 2015) and brand authenticity (Wymer and Akbar, 2017), so that, over time, these themes have become prominent in the literature on the subject. However, studies on marketing strategies and nonprofit branding are not exhausted, and themes such as donation and brand image are still catching the attention of many researchers (Boenigk and Becker, 2016; Hommerová and Severová, 2019; Yoo and Drumwright, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Marketing has gained acceptance among the community of nonprofit professionals (Ewing and Napoli, 2005) and several studies have focused on understanding how marketing principles apply to this sector (Bennett and Sargeant, 2005; Hommerová and Severová, 2019; Hou et al , 2018; Wymer and Akbar, 2017). Also, several concepts have been adapted, such as relationship marketing, which shows that it aids in fundraising because the relationship is a way to differentiate between organizations and give customers an incentive to remain loyal (Weir and Hibbert, 2000).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Much of the current research in nonprofit marketing has focused on applying relationship marketing techniques to build donor engagement with organizations (Arnett et al , 2003; Sundermann, 2018; Ewing and Napoli, 2005; Hassay and Peloza, 2009). Fundraising is another point that receives considerable attention in the literature and is probably one of the most researched facets of marketing and nonprofit management (Bennett and Sargeant, 2005; Dvorakova and Mackova, 2014; Hommerová and Severová, 2019; Yoo and Drumwright, 2018). According to Bennett and Sargeant (2005), success in fundraising is closely linked to the level of market orientation of a nonprofit organization.…”

Section: Literature Reviewmentioning

confidence: 99%

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Nonprofit branding: a bibliometric analysis

Sepulcri

Mainardes

Belchior

2020

JPBM

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Purpose This study aims to examine articles on nonprofit branding over an 18-year time span to develop an overview and better understanding of the subject. Design/methodology/approach This study used the Scopus database in a search for studies that deal, regardless of the approach, with branding in a nonprofit context. Subsequently, through a systematic review, a database with 84 articles was generated and 77 articles were submitted to bibliometric analysis. Findings This study identified six main research areas (brand and donation, brand management, brand orientation, nonprofit and for-profit partnership, communication strategies and stakeholder management), which were analyzed and discussed, seeking to identify the relationship between research in each area. In addition, this study presents the limitations of the research and thus verify that, although this body of literature is growing, the complexity of the nonprofit sector offers several opportunities for future research, which are pointed out at the end of the study. Practical implications This study contributes to the academic literature on the topic by providing a systematization of knowledge about branding in the nonprofit sector and also offers insights about nonprofit branding to institutions and managers in this industry. Originality/value This is the first study, to the authors’ knowledge, to evaluate and quantify the progress of brand literature in the nonprofit sector.

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“…Non-profit organizational behavior has been the subject of recent national and foreign research [9,15,16,17,18,19,20,21,22,23,24], institutional theory and resource dependence have been used as theoretical structures to explain several aspects of organizational structure and performance. Lacruz [23] (p. 2) investigated the adoption and formalization of management practices based on corporate governance and concludes that the adoption of compliance practices makes these organizations "to be considered more attractive to donors and, consequently, receive more resources in donation".…”

Section: Introductionmentioning

confidence: 99%

Adequacy of Management Practices in Social Organization in the Health Area in Face of Compliance Guidelines Established by Brazilian Organization

Slomski¹,

Brito²,

Slomski³

et al. 2022

Preprint

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To determine the adequacy of management practices in Social Health Organization (SHO) in face of compliance guidelines established by Brazilian organizations. This was qualitative research. Data were gathered through interviews and documentary analysis and were analyzed through the interpretation of significances and content analysis. The entity structures the compliance function based on three axes: a) normative - institutionalization of the integrity program, ethical conduct, internal controls and risk management; b) commercial - institutionalization of mechanisms aimed at transparency and accountability of the funds raised. However, the Covid-19 pandemic generated unforeseen contingencies such as accountability for funds from private donations; c) organizational - adherence by top management in maintaining a structure for inspection and control of the institution’s processes and behaviors in the market in which it operates. Based on the analysis of documents there is 76% adequacy of adherence of management practices to the compliance guidelines. It is concluded that organizations that depend on resources and understand that the subsidies they receive, whether government, whether public or private donations, will make the necessary efforts to ensure high levels of compliance, their choices and conduct preserve their image and the achievement of greater credibility and legitimacy.

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Fundraising of Nonprofit Organizations: Specifics and New Possibilities

Cited by 13 publications

References 6 publications

ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

Nonprofit branding: a bibliometric analysis

Adequacy of Management Practices in Social Organization in the Health Area in Face of Compliance Guidelines Established by Brazilian Organization

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