Charity shops in sectoral contexts: the view from the boardroom

Charity shops seem inherently contradictory in many ways. This paper unravels some of the contradictions by analysing charity shops in their ‘sectoral contexts’. First it puts forward different meanings of ‘sector’ and introduces notions of ‘sector values’. Then it presents results from empirical research into UK charity shop organisations, to show how senior managers of charity shop chains deal with ‘sectoral contradictions’. Finally, it asks how the sectoral contexts influence the management philosophies and marketing strategies (in the broadest sense) of these senior managers. Copyright © 2000 Henry Stewart Publications     

An investigation into the values dimensions of branding: implications for the charity sector

• Branding is being adopted by charities and written about in academic and practitioner charity literature with increasing frequency. There is also growing concern, however, about the over-commercialistion of the sector and the misappropriation of techniques developed specifically for the commercial environment. Literature supporting the claim that charities are values-based organisations is reviewed and the proposition is made that it is in fact the non-negotiability of charity values that differentiate them from commercial organisations. Given the significance of values in the charity sector, the paper argues that a clearer understanding of how values are conceptualised in branding is necessary in order to establish whether branding is an appropriate and effective tool in the charity context. To achieve this, the paper reviews relevant branding literature focusing in particular upon the delineation of the values dimensions identified in for-profit branding models. To aid further understanding of these values dimensions in the non-profit context and their applicability (or otherwise) to it, the metaphors of brand as ‘mirror’, ‘lamp’ and ‘lens’ are introduced.
• It is argued that in the corporate sector the brand concept has been utilised to ‘mirror’ those values that underpin the needs and desires of consumers. In contrast to the passive mirror, when operationalised as ‘lamp’, it is claimed that the brand aims to influence both the values of the organisation and the values of its target audience. It is postulated that neither of these approaches is appropriate for values-led organisations and that it is only as a metaphorical ‘lens’, projecting the values of the organisation itself that branding offers an applicable and effective model in the charity context.

Copyright © 2006 John Wiley & Sons, Ltd.     

The development of purpose and strategy within British charitable organisations: historical impressions

This paper is based on research work undertaken as part of a PhD thesis. It considers the development of purpose and strategy within British charitable organisations. First, the historical path of charity in Britain is traced. Secondly, an assessment of the more fundamental forces that constitute the nature of charitable initiative are explored, much of which is applicable beyond ‘our island home’.[Churchill, W. (1957) ‘A History of the English Speaking Peoples’, Cassell and Company, London.] The historical relationship of charity to business is then examined, particularly in terms of the influence that business ‘culture’ is gaining in shaping charitable endeavour today. Finally, an initiative to link business and charity is presented and conclusions are noted. Copyright © 1999 Henry Stewart Publications     

Infotorials as a charity marketing weapon

A feature of the development of charity marketing over the last decade has been the increasing use for promotional purposes of human interest press stories prepared by charity employees and published in newspapers and magazines. These ‘infotorials’ follow the editorial style and layout of the host publication and present information about a social or medical problem in a readable and entertaining way. They are read in the same frame of mind as surrounding items, but their source is not revealed (as would be necessary for an orthodox commercial advertorial). This paper outlines the results of a survey of 45 charities known to employ infotorials for marketing communications, focusing on placement policies, management and evaluation, and respondents' perceptions of the benefits involved. Three clusters of charities engaging in the practice became apparent, differing mainly in the degree to which infotorials were seen as a means for gaining competitive advantage over rivals rather than for disseminating information about a charity and its work.     

Positively negative: the impact of negativity upon the political consumer

• For years there has been an ongoing debate as to the role and impact that ‘marketing’ has had on politics. Yet, it is the case that many of the concepts associated with the field of marketing have real relevance and have, in fact, been employed within the field of political campaigning for many decades. This is an empirical paper that focuses upon the concept of political brands and the impact that current trends in campaign strategy, and in particular the growth and continued use of negative campaigning, have upon them. Using a constructivist grounded theory approach, the implications associated with such activity are examined and, in particular, its effect upon the consumer/brand relationship.
• Within the consideration of the results, it becomes clear that political brands' use of negative campaigning is somewhat shortsighted; offering short‐term gains but at the cost of long‐term damage not only to their brand image but also to the wider democratic system as it stands. In a search for political ‘brands’ that more effectively meet their needs, there appears a tendency for political consumers to now look outside of the conventional political sector. The emergent concept of the ‘negative brand’ is explored together with the implications for political consumers, political brands and the wider field of conventional party politics.

Copyright © 2007 John Wiley & Sons, Ltd.     

Blurred vision: public trust in charities

Recent evidence that people's trust in charities is low holds serious implications for a sector that needs high levels of public confidence and support to thrive. This paper reports on qualitative focus group research initiated by the Third Sector Foresight Consortium on Trust, set up by the National Council for Voluntary Organisations (NCVO) and the Henley Centre. Strong negative views about fundraising and marketing strategies, ‘fat cat’ salaries and fraud are only partially offset by favourable opinions of the aims and role of charities in society. There appears to be a ‘blurring’ of the voluntary sector's identity and boundaries in the public mind, with overlaps with the state and business sector threatening to obscure the distinctive character of charity and widespread suspicion of the abuse of charitable status. A consequent demand for greater openness and accountability focuses on information about charity finances and performance measurement. Suggestions for further research and strategies for the charity sector to respond to the findings conclude the paper. Copyright © 1999 Henry Stewart Publications     

Can ‘market transformation’ lead to ‘sustainable business’? A critical appraisal of the UK's strategy for sustainable business

This paper traces the origins and development of the concept of ‘market transformation’, from its beginnings as a part of energy policy in the USA, to its subsequent development in the UK. It discusses whether it could become a strategic option for British business in pursuit of sustainable growth. Drawing together themes from the academic literature on marketing, consumer behaviour, business, and energy policy, together with data from national programmes, and British government sources, the paper argues that such an approach would be based on a twin false premise – that selling energy efficiency to consumers is in accordance with modern marketing thinking, and that it has much to do with achieving sustainable development. It concludes that while achieving sustainable development will certainly encompass the transformation of markets for many products, ‘market transformation’ itself cannot be seen as a key driver for change. Copyright © 2004 John Wiley & Sons, Ltd and ERP Environment.     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

Pictures of me: user views on their representation in homelessness fundraising appeals

There is a long‐standing ethical debate regarding the ‘right’ representation of recipients in charity marketing materials that are intended to accurately define and represent social problems whilst also prompting the maximum response in voluntary income. The study presented in this article makes a contribution to that debate by highlighting the views of charity beneficiaries regarding their representation in fundraising campaigns. Drawing on data from five focus groups conducted in cities across England, we explore the views of young homeless people regarding the images of homelessness that appeared in major charity campaigns aimed at raising money to fund homelessness services. Participants displayed a high level of reflexivity, demonstrating that they understood the issues involved with homelessness and the perceptions of people like themselves that exist in the public sphere and in the consciousness of potential donors. Although the participants held the view that maximising revenues through the use of simple, eye‐catching images is the prime goal of fundraising, they also expressed a desire for more nuanced campaigns that tell the dynamic stories of how people become homeless and the use of imagery that elicits empathy rather than merely arouses sympathy. Copyright © 2012 John Wiley & Sons, Ltd.     

Direct marketing managers in UK charitable organisations

Although the charity sector is one of the United Kingdom's biggest users of direct marketing, little is known about the characteristics of the people who manage direct marketing within charities. This paper presents the results of a survey of 115 direct marketing managers in the UK's largest fundraising charitable organisations; focusing on their experience, motivation, training and educational backgrounds. The degrees to which respondents' employing organisations placed a high value on the marketing function and the extents to which various categories of direct marketing manager possessed wide-ranging general managerial competencies were also examined. There was little evidence of the ‘hybridisation’ of direct marketing specialists. Rather, individuals exhibiting hybrid manager attributes were sometimes put in charge of direct marketing.     

From database to face-to-face —wateraid's donor development programme

This paper was first presented at the Henry Stewart Conference, ‘Relationship marketing for charities: Latest thinking and best practice’, on 23rd February, 1996. The paper describes the implementation of the Donor Development Programme at WaterAid and the lessons learned during this process. The analogy of a courtship is used for the development of the relationship between the supporter and the charity.     

A solicitor's perspective on charitable gifts in wills

• In the climate of public spending cuts, charities are increasingly expected to fill the gap. Yet charities themselves face huge challenges. Not just increasing demand for their services but falling income and low investment returns. Encouraging philanthropy has never been more important, and that includes legacy giving. Following the announcement last year of the Government's major inheritance tax incentive to encourage us to give more to charity on our death, the time is right for a major report on current trends in charitable legacy giving. Late last year, Mishcon de Reya undertook the most detailed analysis ever by a firm of solicitors of its clients' wills. In a study of over 1000 wills, we did not just look at how many people leave a legacy to charity. We considered the value of the legacy, the type of legacy, the likelihood of the charity ever receiving it, whether clients prefer to give to multiple charities, and the most popular charitable sectors. This article will give a quick overview of our research followed by a more detailed look at the three types of legacy to charity: cash—‘for example, I leave £10,000 to charity’,—specific items—‘for example, I leave a painting to charity’—and residuary gifts—‘for example, I give half my estate to charity’. The article will then briefly touch on the charity sectors most favoured by our clients before giving a brief summary of Mishcon de Reya's key findings in conclusion.

Copyright © 2012 John Wiley & Sons, Ltd.     

The governmentality of marketing discourse

This paper provides a reading of mainstream academic marketing discourse based upon Foucault's concept of governmentality. Three periods of marketing thought are identified, described and analyzed—‘early marketing thought’ (c. 1900–1960), ‘marketing management’ (c. 1950–1985) and ‘service management’ (c. 1975–present). For these three periods, respectively, our focus is on analyzing what marketing seeks to govern, how marketing governs, and who we become when governed by marketing. It is argued that customer orientation has become the dominant governmental discursive practice in marketing—it has embedded marketing discourse more and more deeply over time. By exposing the governmental rationality of marketing, this paper provides a basis for resisting and deconstructing marketing discourse.     

UK consumer attitudes concerning environmental issues impacting the agrifood industry

Consumer concern for the environment has been on the increase in recent years. This concern has created many opportunities, as well as threats, for all businesses but particularly for those involved in the agrifood industry. These concerns can and do change considerably in a short space of time so it is essential that consumer surveys are conducted on a frequent basis to monitor these changes. This paper presents the findings of one such survey based on the findings of a consumer attitude study concerning environmental issues relating to the agrifood industry. The data is subjected to a cluster analysis in order to segment the respondents and make the findings more meaningful. The paper concludes that there are four groups of consumers (the ‘angries’; the ‘not‐quite‐so‐angries’, the ‘anxious‐but‐amiables’ and the ‘Panglossians’) and that while a number of subjects constitute issues for consumers the one that unites most consumers, and which will probably have the greatest impact on the environment, is genetic modification. Consumer resistance to genetic modification is found to be high and it is suggested that as a result farmers will continue to employ traditional farming practices in the future. Copyright © 2000 John Wiley & Sons, Ltd. and ERP Environment.     

What's in it for the customers? Successfully marketing green clothes

Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a pre‐condition for green purchasing. While following such a ‘behaviouristic’ green marketing both scholars and companies seem to have neglected that green products are bought only if customers perceive the products as superior to competitors’ offerings. This paper argues that economic theory can give additional valuable input to green marketing. A first important step for marketing according to the economic approach is to identify how consumers perceive the products' cost and benefits. In this paper, cost and benefits are differentiated into different categories, which may help companies in finding their products' value added. In a second phase, companies can focus on stressing product advantages rather than on overcoming barriers. Using the example of green clothes this contribution shows what such a marketing strategy can look like. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment     

HelpAd: A marketing system

HelpAd is a simple idea, Brand A allows Brand B to advertise on its packaging thereby creating an effective and targeted medium to reach Brand A's consumers. The new dimension is that the advertisement is placed inside a space given by Brand A for the use of the International Red Cross. Immediately several benefits accrue to all parties; Brand A makes a statement of its ‘corporate caredness’ at point of sale, Brand B gets to reach a specifically targeted audience with little or no waste, and the International Red Cross receive payment based on the sale of valuable commercial media. The core product ‘the world's most ethical advertising’ is simply embellished by line extension through Help Ad's involvement in sport and entertainment sponsorship. The following paper sets out not only the reasoning behind this cause-related marketing but the synergies needed to make it successful.     

Charity shops as second‐hand markets

This paper considers several implications of the fact that charity shops are part of the wider class of second‐hand markets. This approach attempts to complement research on other features of charity shops like the distinctive nature of voluntary work and the identities of charity shop consumers. It is argued that the functioning of second‐hand markets highlights some limitations in traditional models of consumer behaviour. This gives charity shops (and second‐hand markets in general) an important role in developing more effective theories of consumption. At the same time, there are more practical reasons for being aware of the limitations of existing theories. In particular, marketing for charity shops will be ineffective if their functions are misunderstood. The paper also illustrates how these theoretical insights have practical implications. Copyright © 2000 Henry Stewart Publications     

Urbanization and the City Image in Lowry at Tate Britain: Towards a Critique of Cultural Cityism

This article explores cultural cityism at a time when a more expansive, ‘planetary’ urbanization is argued to have superseded ‘the city’ as the dominant urban form. It takes an essentially Lefebvrian problematic and works this through an examination of one aspect of contemporary metropolitan culture, the L.S. Lowry exhibition at Tate Britain, held in the summer of 2013. The article scrutinizes the juxtaposition of Lowry's images of the industrial city with the image of ‘global’, corporate London provided by Tate Britain itself. The exhibition is presented as evidence of Lefebvre's argument that although the urban core has imploded and exploded, through images the city ‘can perpetuate itself, survive its conditions’. Taking stock also of the preponderance of city images in culture more widely, it is argued such images make a fetish of the city, producing also an ‘urban pastoral’ that obscures the defining characteristics of urban life today. Finally, Benjamin's concept of the ‘dialectical image’ and Rancière's notion of the ‘sentence image’ are invoked to capture the flashing together of past and present city images and the opportunities for critical reflection this constellation presents.