The Influence of Marketing Scholarship’s Legacy on  Nonprofit Marketing

Wymer, Walter

doi:10.3390/ijfs1030102

Cited by 9 publications

(4 citation statements)

References 86 publications

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“…Brand loyalty was used soon thereafter to refer to consumer enduring repeat purchasing of a branded product (Wymer, 2013). If we are really examining retention and not loyalty, it would be better to state this explicitly.…”

Section: The Nature Of Supporter Loyaltymentioning

confidence: 99%

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Supporter Loyalty

Wymer

Rundle‐Thiele

2014

Nonprofit and Voluntary Sector Quarterly

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We conceptualize supporter loyalty, evaluate a scale for its measurement, and examine which organizational facets are most suitable to serve as loyalty objects. We conducted a survey-based research (N = 306) to examine the influence of supporter loyalty on donation behaviors (four types), volunteering behaviors (three types), organizational citizenship behaviors (four types), and bequest intentions. The effect of supporter loyalty was significant for one type of donation behaviors, all three volunteering behaviors, three of four organizational citizenship behaviors, and bequest intentions. Evaluating the effect sizes indicates that the strength of supporter loyalty's influence is relatively modest. The organization's mission and the people served by the organization were the most important loyalty objects.

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Section: The Nature Of Supporter Loyaltymentioning

confidence: 99%

“…Loyalty was used in the marketing practitioner lexicon to refer to repeated, regular shopper patronage at a specific retail store chain (customer loyalty). Brand loyalty was used soon thereafter to refer to consumer enduring repeat purchasing of a branded product (Wymer, 2013). For example, Oliver (2010) defines loyalty as ".…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Supporter Loyalty

Wymer

Rundle‐Thiele

2014

Nonprofit and Voluntary Sector Quarterly

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“…Differences from the commercial sector have led to the development of concepts considered unique to non-profit marketing (e.g. donor behaviour, volunteer behaviour) (Wymer, 2013). However, a relationship-view of marketing can distract from what is required to grow support, as the focus can be on increasing the loyalty of existing supporters at the expense of growing the supporter base.…”

Section: Introductionmentioning

confidence: 99%

New versus Frequent Donors: Exploring the Behaviour of the Most Desirable Donors

Faulkner

Romaniuk

Stern

2016

Australasian Marketing Journal

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While there is no shortage of worthy recipients for prosocial behaviour, there is a constant battle to attract and keep donors. This research examines both money and blood donor behaviour for two key groups, new donors, (to grow the donor base), and frequent donors (to secure current support streams). We draw on over 1.2 million records from a U.S. health related charity for a three-year timeframe; and records of all Australian blood donors (1.1 million) for a five-year timeframe. We show the law-like patterns that underpin brand growth in other markets also apply in the non-profit sector. The vast majority of new donors give just once or twice a year with few giving at higher frequency levels. The stability of donation churn across blood and money suggests a structural norm in behaviour over time rather than an outcome of marketing activity. We discuss implications for resource allocation and marketing strategies.

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“…Non-profits follow suit, even though their organization and activities are arguably more complex than selling products to consumers. From its inception, the term "marketing" was understood as applicable for helping a business improve its competitiveness and profitability, to increase sales, and stand out from competition (Wymer, 2013). Andreason (2012) notes that both for-profit and non-profit sectors have behavioral goals but they seek different things: "Commercial marketers seek sales.…”

Section: For-profit and Non-profit Marketing Literaturementioning

confidence: 99%

Promotional Communication and Campus Ministries: Branding Religion in the Digital Age

Williams¹

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The contemporary media environment is dominated by promotional culture, a force which has captured not only commercial brands, but non-profit ones too. This thesis examines how four Christian campus ministries in Canada (Power to Change -Students, Inter-Varsity Christian Fellowship, The Navigators, and Catholic Christian Outreach) use Facebook to market their 'brands', recruit potential adherents and mobilize supporters to the Gospel. Drawing on the work of Peters (1999, 2006) it asks critical questions about the benefits of dialogue and dissemination, explores how these principles are implemented in social media environments, and considers the benefits and limitations for faith-based non-profit organizations. The study finds that campus ministries use some dialogic principles in their posts and interactions with users online, meeting certain prerequisites for dialogic communication. Yet it also shows that dissemination can be valuable for organizations that need to connect with audiences and compete with established brands in what is increasingly an ad-saturated mediascape. The study contributes to a broad range of scholarship, including literature on promotional culture, media and religion, non-profit communication, and social media.iii Acknowledgements I thank my committee, department, family, and more for all their help and commitment to my research.To my committee of Dr. Joshua Greenberg and Dr. Liam Cole Young: thank you for your time, suggestions, and sharing your expertise to produce this research project.Many other professors and faculty in the department have also been helpful in gathering resources and forming this research design. I also thank my peers in the MA and PhD Communication program for their assistance, encouragement and support.

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The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing

Cited by 9 publications

References 86 publications

Supporter Loyalty

Supporter Loyalty

New versus Frequent Donors: Exploring the Behaviour of the Most Desirable Donors

Promotional Communication and Campus Ministries: Branding Religion in the Digital Age

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