Nonprofit marketing: the key to marketing's ‘mid‐life crisis’?

Clarke, Peter; Mount, Peter R.

doi:10.1002/nvsm.135

Cited by 16 publications

(7 citation statements)

References 48 publications

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“…With ever-increasing competition among nonprofits over the last few decades in the United States and Korea (Kim and Park 2013; Pope, Isely, and Asamoa-Tutu 2009), donations from individual donors, the government, corporations, and foundations are increasingly important for funding organizational operations (Clarke and Mount 2001; Peloza and Hassay 2007). Policy makers in nonprofit organizations may regret a lack of clear target marketing for donors or volunteers (Pope, Isely, and Asamoa-Tutu 2009).…”

Section: Discussionmentioning

confidence: 99%

How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising

Lee

Yoon

Lee

et al. 2018

Journal of Public Policy & Marketing

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The authors conduct two studies that show how liberals and conservatives in the United States and Korea respond to charity advertising that features equality-or proportionality-based rewards for charitable giving. The findings robustly demonstrate that in both countries, liberals respond more favorably to equality-based rewards, but conservatives respond more favorably to proportionality-based rewards. Study 1, conducted in the United States, finds that liberals perceive greater effectiveness in equality-based rewards based on random drawings, but conservatives perceive more effectiveness in proportionality-based rewards based on donation amounts. Study 2, conducted in Korea, shows that liberal (conservative) donors expect to be more (less) likely to receive rewards based on equality rather than proportionality.

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Section: Discussionmentioning

confidence: 99%

How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising

Lee

Yoon

Lee

et al. 2018

Journal of Public Policy & Marketing

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show abstract

“…Thus, it seemed to correspond better with the ongoing debates and developments, because it included the distribution of ideas in addition to the exchange of both goods and services, which are predominant in the nonprofit sector. However, marketing based on the exchange paradigm cannot apply to the nonprofit sector, with its complicated, multilevel customer relationships, which result in nonmarket-mediated exchanges (Clarke and Mount 2001).…”

Section: Evolution and Definition Of Nonprofit Marketingmentioning

confidence: 99%

Nonprofit Marketing

Helmig

Thaler

2010

Third Sector Research

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“…A core problem with this growth is the overwhelming competition for the limited funding available to nonprofit organizations (Peloza & Hassay, 2007). However, this is a boon for marketing graduates seeking employment, as the fierce competitive landscape has resulted in greater interest from the nonprofit sector in the hiring of highly trained marketing professionals (Clarke & Mount, 2001; Katz, 2005).…”

Section: Sustainability In the Marketing Curriculummentioning

confidence: 99%

Values-Based Education for Sustainability Marketers

Rountree

Koernig

2014

Journal of Marketing Education

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Sustainable development has been a hot button issue for decades, and yet business schools continue to struggle with accessible, meaningful and effective strategies to incorporate the topic into their curricula. To extend the teaching toolbox of educators, we describe two complementary marketing courses that use values-based learning to incorporate a sustainability focus in conjunction with traditional marketing topics. Using nonprofit organizations as the foundation, experiential learning methods are presented that can facilitate development of the moral, ethical, and perceptual foundation graduates need to be successful in today's sustainability focused marketplace. Specific objectives and measures related to building this foundation also are described. Preliminary results are presented suggesting that this two-pronged focus is very effective at increasing and maintaining interest in sustainability issues, as well as increasing the number of marketing students and graduates working in sustainability marketing positions.

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Nonprofit marketing: the key to marketing's ‘mid‐life crisis’?

Abstract: This paper examines the use of marketing exchange theory in the nonprofit

Cited by 16 publications

References 48 publications

How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising

How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising

Nonprofit Marketing

Values-Based Education for Sustainability Marketers

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