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Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
Association of Marketing Theory and Practice Proceedings 2014
Due to unpredictable economic turbulence, it is imperative that nonprofit organizations understand and implement segmentation practices to better target donors to maintain continual growth in donations. While such strategies are well implemented in for-profit arenas, non-profit organizations still lag behind in the implementation of segmentation and targeting practices. The targeting of donors by nonprofit organizations tends to be unfocused and sporadic at best. Early research on the practice of segmenting potential donors suggest that nonprofit firms should resist profiling their existing donors based upon demographic characteristics alone and should rely on examining demographic variables in relation to meaningful motivational forces. …
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Association of Marketing Theory and Practice Proceedings 2014
Competition in the nonprofit sector has dramatically intensified in the past two decades as a result of the increased number of nonprofit organizations (NPOs), decreased and diffused governmental support, and entry of for-profit companies into markets that are traditionally the domain of nonprofits. In an attempt to enhance the understanding of the nonprofit competition, the authors adapt a general theory of competition to commercial nonprofits, those that generate external benefits by commercial activities. Applying resource-advantage (R-A) theory, a dynamic theory of competition adapted from the business literature, we discuss how these entities can leverage their various resources in order to …