Nonprofit Administration and Management Commons^™

A Multi-Method Examination Of Donor Overhead Aversion: Implications For Marketing A Cause, Devin Lunt, Ryan E. Freling, Lucas D. Lunt

Atlantic Marketing Journal

Overhead aversion refers to a reluctance among donors to contribute to a charitable cause when a portion of that donation is allocated to non-cause-related costs. As a consequence, there is an impact on donor intentions and behaviors. A meta-analysis shows that characteristics of potential donors and the charitable cause moderate the impact of overhead level on donation intentions and behaviors. A follow-up experiment investigates two potential mechanisms underlying overhead aversion: perceived personal impact and perceived efficiency. Results of a survey experiment suggest the negative influence of overhead costs on donative behaviors is exacerbated when potential donors doubt their ability …

Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan

Journalism

This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …

Branding Strategies In Non-Profit Organizations, Bryson Senter, Bryson Elliott Senter

Undergraduate Honors Theses

Branding through children is a marketing tactic that many organizations and businesses utilize today; but what marketing strategy best carries out a message to the children and their guardians themselves? This thesis examines the different strategies used by for-profit and not-for-profit companies in order to better understand branding through children. It dives into an experiment testing the effectiveness of various marketing approaches and their success of gaining further children at events. The strategies are then dissected into which worked best in order to answer the question, “What branding strategies are most effective for non-profits which focus on children?”

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

Competition And Sensegiving: Nonprofit Markets And Organizational Signaling, Adam Eckerd, Jacob Fowles, Jamie Levine Daniel, Riley Sandel

School of Public Service Faculty Publications

In this paper, we investigate how an organization’s position within its nonprofit marketplace influences how nonprofits convey images about themselves to their stakeholders. We discuss the nature of competition in the nonprofit sector and explore the different competitive positions that nonprofits find themselves in. We assess how this positionality affects the ways that nonprofits attempt to convey images, or senses, of themselves to external audiences. We find that these sensegiving approaches are affected by competition, particularly when considered together with the stage of the organization’s lifecycle.

Arts Marketing, David Ocon

Research Collection School of Social Sciences

Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr

Articles

Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) …

How Integrated Marketing Communications Can Be Used To Better Engage Generation Z In Bridge Building, Gracie Bynum

Honors Theses

The use of Integrated Marketing Communications holds strong promise for engaging Generation Z in the work of bridge building. The work of bridging is dedicated to healing America by decreasing political polarization and bridging divides between people who think differently. The bridging space has grown drastically in the last few years because of a variety of factors including, but not limited to: increasing polarized political elections, rising racial tensions, and the COVID-19 pandemic. It is important that Generation Z, the most educated and diverse generation, is engaged in this space in order to create a less divided America. I conducted …

Adjusting On The Fly: Nonprofit Marketing During The Covid-19 Pandemic, Chenaire Barmore

Student Capstone Projects

This capstone is a case study of the Rockford Area Convention and Visitors Bureau (RACVB) in an effort to assist with answering the main research question. The main question is “To what extent has COVID-19 impacted the marketing and communications of nonprofit organizations”? The mission of the RACVB is to drive quality of life and economic growth for our citizens through tourism marketing and destination development. Due to the lack of tourism during this two-year period, I was interested to see how the RACVB adjusted to this new normal in marketing the Rockford region. Over the course of two months, …

An Argument And Model For Garden Corps, Sydney Ellis

Honors Theses

The benefits of community gardening have been thoroughly documented. Despite the value of community gardens, however, these gardens face many barriers that threaten their sustainability. This research investigated the benefits, barriers, and solutions to barriers of community gardening. The author performed literature review and conducted interviews with four community garden coordinators from the Chattanooga area to explore these topics. The author used the insights gained from the interviews to develop a business model for Garden Corps, a nonprofit dedicated to building capacity for community gardens.

Brand And Culture Fusion: How Marketing Directors Lead Brand And Culture Alignment At Private Non-Profit Higher Education Institutions, Erin Hales

Dissertations

Purpose: The purpose of this phenomenological study was to identify and describe, through the lens of activity theory (AT), the challenges and best practices of marketing directors at private, non-profit higher education institutions on how they lead brand and culture alignment.

Methodology: This phenomenological study collected, analyzed, and triangulated data through 15 semi-structured interviews and the collection of artifacts. Data was then coded into themes, frequencies were calculated, and data was organized into the four categories of AT: tools, rules, community, and division of labor.

Findings: Examination of the data found that marketing directors experienced six challenges representing all four …

Invited Perspective - Nutritional Needs And Implications For Children In Subsistence Marketplaces, Nagendra Rangavajla

Subsistence Marketplaces

Today, while the number of stunted children is decreasing in all geographies, the progress is not consistent. Moreover, there is an increasing prevalence of overweight and obesity among children and adolescent. Globally, about half of all children under five do not receive essential nutrients, often unnoticed until too late. On the other end of the spectrum, the incidence of overweight and obesity in 5-19 year old has increased from 4% in 1975 to 18% in 2016 ¹. These trends reflect a ‘triple burden of malnutrition’, a burden that impacts the survival, growth, and development of children, and in turn, …

Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods, Kristina M. Harrison

Association of Marketing Theory and Practice Proceedings 2022

This research involves examining the antecedents of patient satisfaction in dental healthcare while utilizing a grounded theory approach. We created a model of dental care patient satisfaction and well-being and found that past experiences, expectations, desires, emotions, sensations, co-creation behaviors, relational factors, level of involvement, and level of patient engagement impacts patient satisfaction, which subsequently impacts patient well-being. These findings contribute a theoretical model incorporating extant research on customer and healthcare satisfaction while also providing practical implications for dental service providers to implement in their practices. Future research can expand this study to include the point of view of dental …

Greenpeace In Germany And The U.S.: A Case Study In Non-Profit Web Design, Maximilian J. Weirauch

CMC Senior Theses

This thesis draws on Geert Hofstede’s cultural dimensions model, connects it to basic principles of web design, and applies it to a website analysis of the global non-profit organization Greenpeace. This case study of cultural dimensions in web design utilizes Hofstede’s framework from 1974 throughout all its chapters and focuses on the cultural differences between Germany and the U.S. My hypothesis that successful marketing materials such as websites must communicate differently with their U.S.-American and German audiences is partially borne out. But it is important to note that Hofstede’s cultural dimensions model cannot fully account for certain intercultural dimensions of …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

The Effect Of Students-As-Customers Concept On The Quality Of Education At Universities, Abeer Ahmad Sherry

BAU Journal - Creative Sustainable Development

In the field of education, particularly in higher education, marketization refers to higher education institutions using marketing practices in their policy and academic service, and mainly by regarding students as customers. Several factors have shifted the perspectives toward the students-as-customers approach. The main causes are the increased competition, decreased government funding, and the increased cost of education. However, adopting the concept of students as customers resulted in a misconception of the relationship between universities and students and many reviews perceive it as degrading for the educational standards. The aim of this paper is to clarify the issue of whether students …

Profiling Food Festivals By Type, Name And Descriptive Content: A Population Level Study, Muhammet Kesgin, Rajendran S. Murthy, Rick Lagiewski

Articles

Purpose: This research aims to classify and describe food festivals and examine the patterns in food festival naming and festival descriptions in online media. Design: This research represents the first population-level empirical examination of food festivals in the United States using a purpose-built dataset (N=2626). Methodology includes text mining to examine food festival communications. Findings: Food festival size varies across local and regional spheres within the country. Food festivals employ geographical (place-, destination-based) associations in their names. Food festivals’ descriptions and online communications showcase a welcoming environment predominantly emphasizing family-oriented and live entertainment experiences. Food festivals across the country show …

Nonprofit Social Media Internships: A Handbook, Allison M. Laroy

The Cardinal Edge

This brief research report provides details on a study that examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and the researcher’s lived experiences as a social media intern, a handbook was developed for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on …

Trends And Pattern On Library Marketing: A Systematic Review, Abdurrahman Rahim Thaha, Rita Purnamasari

Library Philosophy and Practice (e-journal)

The purpose of this paper is to analyze trends and patterns of library marketing research results using statistical and co-word analysis with a systematic review. After going through the screening results in the Scopus database, the search results yielded 287 documents in library marketing from 1977 to mid-2021. The analysis results will produce publications, citations, sources, countries, keywords, and topic clusters. The library marketing research trend tends to increase every year, with the most citations related to social media marketing in the library. The primary source of publications in the last three years has been Library Philosophy and Practice. The …

Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon

Articles

Purpose: Underpinned by the consumer-based model of authenticity (CBA), this study investigated whether leisure involvement, object-based and existential authenticity, host sincerity, and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site. Methodology: Quantitative data were gathered from living history site visitors (n=1004), with partial least squares structural equation modelling used to test the hypothesized relationships. Findings: The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity, and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of positive memorable experience, contingent on CBA …

Corporate Sociopolitical Activism And Nonprofit Identity Orientation On An Individual's Likelihood To Support, Tara Duenas

University Honors Theses

The purpose of this study aims to identify whether corporate sociopolitical activism (CSA) as a marketing strategy impacts individual stakeholders and their likelihood to support (time, money, or for-profit partnership) a nonprofit who may have different identity orientations (collectivistic or relational). The two nonprofits that inspired this study are Portland State University (PSU) and SNACK BLOC. Both organizations vary greatly in size and have implemented CSA in response to police abolition within the past year and currently receive public funding. There are various organizational differences between these nonprofits but there has been a suggested link in research that an organization’s …

A Comparison Of Community Development Corporations (Cdcs) In Worcester, Massachusetts, Benjamin L. Gessel

School of Professional Studies

This paper examines the factors that influence the effectiveness of two community development corporations (CDCs) in Worcester, Massachusetts. The Main South CDC is more community-oriented and has a comprehensive approach to improving its neighborhood. Worcester Community Housing Resources (WCHR) has a narrower approach that is limited to developing and financing affordable homes. The paper investigates the success of these two organizations on factors widely considered important for CDCs, including their ability to provide affordable housing, the extent of services they offer, their level of community control, and their financial security

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Honors Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

Moving From Shelter To A Housing First Reponse, Robyn Kennedy

School of Professional Studies

Massachusetts is a right to shelter state for families who experience homelessness. Based on decisions made several decades ago, the state assigned the response to families who experience homelessness to the Department of Welfare (now the Department of Transitional Assistance) and a shelter, rather than a housing response was adopted. Following national best practice, the state has decided to transition the system to a Housing First response. Through this research, I will be evaluating the trends in the industry and assessing what Massachusetts needs to do to achieve a Housing First approach to serving families who are experiencing homelessness. Unless …

Happening In Plain Sight: An Evaluation Of Sexual Harassment In Municipal Government Through A Case Study Of Newark, New Jersey, Hoween R. A. Flexer, Caitlin R. Louie

School of Professional Studies

In the city of Newark, New Jersey, Sebrevious Scott, a participant in the New Jersey Reentry program was hired as part-time office assistant in the city's re-entry office. After being transferred to the city’s Parks and Grounds Departments, she started being sexually harassed, inappropriately touched and propositioned by her supervisor, Richard Kirkland. Scott made repeated attempts to report these actions through the appropriate channels. She was met with dismissal, resistance, and later retaliation. While working in this hostile environment she was also pursuing a full-time employment opportunity with the city upon the completion of the reentry program. Unfortunately, this never …

Employee Retention Rate, Lila Sorenson

School of Professional Studies

This paper addresses the following problem regarding low employee retention rates in non-profit mental health organizations, specifically at NFI. The problem at hand is that majority of staff at NFI have an average length of stay of one year or less. The purpose of this paper is to address the current problem and hypothesize factors that could impact the low retention rates. Additionally, the purpose of the paper is to brainstorm potential solutions regarding the low retention rates and suggestions of how to implement the solutions. The documents contained in this paper include data analysis of employee average length of …

Coach Bob Hurley Sr.: A Jesuit Educated Heroic Leader, Francis Petit

Jesuit Higher Education: A Journal

ABSTRACT

The purpose of this research was to determine if Coach Bob Hurley Sr. (Coach Hurley) was a Heroic Leader. Coach Hurley was the long time Varsity Boys Basketball Coach at St. Anthony’s High School in Jersey City, New Jersey which closed in 2017. Coach Hurley was also inducted into the Naismith Memorial Basketball Hall of Fame in 2010. The methods of this research included a historical study of the life and career of Coach Hurley as was captured within the traditional media and academic literature. In addition, the methods of this research also included one-on-one phone interviews that Francis …