Cause related marketing in New Zealand

Fundraising methods by charitable organisations are changing. Fewer collectors and increasing costs have imposed pressures on the traditional method of envelope appeals. Thus, charities have sought alternative means of gathering necessary funding. Recently in New Zealand, as in other developed countries, there has been a proliferation of charitable organisations linking with a company to raise funds. The company promises a certain monetary donation each time the product is sold. This approach is cause related marketing (CRM). From the literature it is evident that, although there are numerous trade publications discussing certain campaigns, there is a paucity of empirical research in the area of CRM. This study sought to develop an understanding of consumers' behaviour and perceptions towards this promotional activity. A majority of consumers had purchased a CRM product with some switching brands or increasing the quantity usually purchased. Overall, consumers express a favourable attitude to this form of fundraising. However, non‐purchasers in particular are more likely to agree that charities should use other methods for their fundraising. There were no significant differences in attitudes based on gender and income. Copyright © 2001 Henry Stewart Publications     

Building e‐support for cause‐related marketing through strategic alliances

New opportunities for nonprofit organisations to reach new donors and volunteers are being generated by an accelerated interest in cause‐related marketing on the part of both consumers and business firms, in conjunction with the emergence of the Internet. Together, these conditions have created a climate conducive for nonprofit alliances with corporations to become one of the fastest growing forms of marketing today. This paper examines online cause‐related marketing from the fundraiser's perspective, and sets forth a series of marketing management implications of building relationships with businesses and their customers as potential donors on the Internet. Copyright © 2000 Henry Stewart Publications.     

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.     

A systemic approach to the application of marketing theory for charitable organisations

This paper will examine the contribution which core marketing concepts and ideas can make to an examination of the nonprofit-making sector, specifically charitable organisations. Using systemic theory as a framework it will be argued that core marketing concepts and ideas developed in, and specific to, the private sector, cannot be easily transferred to an examination of the charitable sector. At the same time however it will be stressed that these core concepts and ideas can provide a useful initial framework of reference against which further developments can be undertaken. The paper will propose a new dynamic approach to examining the charitable sector which facilitates a more discriminating approach to the application of marketing constructs.     

Examining charitable donation process in South India: role of gender

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 John Wiley & Sons, Ltd.     

The timing of final charitable bequest decisions

• Understanding the timing of final charitable bequest decisions permits nonprofits to co‐ordinate their marketing efforts to correspond with donor decision‐making. Using probate data from Australia and longitudinal survey data from the USA, this paper seeks to identify the timing of decisions that resulted in realized charitable bequests. We find evidence that charitable transfers result mostly from decisions that occur during the last 5 years of life and at the oldest ages. Charitable plans made earlier in life are often discarded.

Copyright © 2015 John Wiley & Sons, Ltd.     

The international volunteering market: market segments and competitive relations

• The number of nonprofit and social agencies relying on the help of volunteers has grown enormously in recent decades. This has lead to increased competition between these organisations for the limited resources available, and the growing adoption of what have traditionally been considered ‘commercial’ business techniques such as marketing. There have been calls for greater and more sophisticated use of ‘tried and tested’ marketing concepts such as competition, segmentation and positioning to help volunteering organisations manage this pressure effectively. This study shines the spotlight on individuals who volunteer for multiple types of organisations in an effort to determine which organisations are competing for the same volunteers. More specifically:
• Factor analyses are computed and four segments of volunteers are identified: ‘altruists’, ‘leisure volunteers’, ‘political volunteers’ and ‘church volunteers’;
• Positioning maps are constructed to illustrate the proximity of each organisation type in relation to key competitors; and
• Detailed profiles are provided for each segment to provide insight into the nature of the groupings.

Copyright © 2006 John Wiley & Sons, Ltd.     

How fundraising is carried out in US nonprofit organisations

A substantial number of nonprofit organisations in the USA report inflows of charitable contributions or grants without expenditures allocated to fundraising costs. This observation raises questions about how fundraising is carried out. Based on a survey of US charities, the paper observes that nonprofit organisations use a range of internal capacities and external relationships to conduct their fundraising. The use of staff members dedicated to fundraising is common, but much fundraising is still carried out by executive directors, volunteers and board members. Also, a substantial number of organisations engage external entities, including federated campaigns, support organisations and professional fundraising firms to generate contributions. Copyright © 2002 Henry Stewart Publications     

The diversification of charities: from religion‐oriented to for‐profit‐oriented fundraising

• Charities are increasingly relying on more complex and diversified fundraising structures to raise funds and attract benefactors. In adopting a historic perspective, this research identified five emergent fundraising structures, namely religion‐oriented, business‐oriented, marketing‐oriented, consumer‐oriented, and for‐profit‐oriented. The analysis critically evaluates the role that institutions and resources have played in each funding structure and draws conclusions concerning the management of charitable fundraising in a world where charitable fundraising, consumerism, and social media networking are increasingly entwined with the for‐profit motive.

Copyright © 2012 John Wiley & Sons, Ltd.     

Charitable bequest importance among donors to different types of charities

This paper explores differences in the self‐rated importance of charitable estate giving depending upon the type of charitable cause a person donates to during life. One theoretical motivation for lifetime giving is to personally enjoy benefits from improving a shared collective good. However, this motivation is not possible for bequests. Bequest transfers and resulting improvements occur after personal enjoyment of benefits is no longer possible. This paper hypothesizes that among donors to high personal benefit causes (those typically creating shared goods benefitting donors), interest in a charitable bequest (which offers no opportunity for receiving such benefits) will be relatively less than among donors to low personal benefit causes. In order to explore this, each charity type is categorized as providing high, low, or mixed personal benefits from shared collective goods. This hypothesis receives mixed support. Donors to international relief organizations, a low personal benefit charity type, do place a higher importance on charitable bequests than do donors to shared‐goods type causes such as neighborhood associations, service clubs, sports leagues, or “other” charities, including those focused on local public safety and crime. However, donors to arts organizations—a classic example of donors creating a shared good—have a relatively high interest in charitable bequests. One important exception to the exclusion of postmortem personal benefits could come from religious belief. Accordingly, donors to religious causes do place a higher importance on charitable bequests.     

Higher education: marketing in a quasi‐commercial service industry

The UK Government is promoting widening participation and asking universities to develop their student intake of 18–30 year‐olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government‐funded core activities. Further marketing is now seen in quasi‐commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications     

Charitable giving and cognitive ability

• This paper presents the first detailed examination of the relationship between cognitive ability and charitable giving using both cross‐sectional and longitudinal analysis. Data from a nationally representative, longitudinal survey of U.S. adults over age 50 indicated that higher cognitive ability—measured through a variety of cognitive tests—was associated with a higher probability of charitable giving, even after controlling for such intervening mechanisms as age, income, wealth, health, and education. This was true in comparisons both across different people at one point in time and within the same persons at different points in time. Understanding this relationship may affect the content and timing of appropriate charitable marketing approaches and help to explain other associations found in previous research on charitable giving.

Copyright © 2010 John Wiley & Sons, Ltd.     

Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance

A recent trend in nonprofit organisations is an emphasis on business management and concepts. This paper examines the application of the marketing concept to nonprofit arts organisations through an analysis of the relationship between market orientation and organisational performance. Data were collected from arts organisations in two large Canadian cities, and a structural equations model was developed to test the impact of marketing activities and culture on three performance variables (customer satisfaction, peer reputation and resource attraction). The analysis shows that the model fits the data well and that six hypotheses pertaining to the relationship between market orientation and organisational performance were supported. The study concludes that those organisations that implemented more market‐driven activities into their marketing plans were more likely to develop a market‐oriented internal culture. A market‐oriented culture not only predicted a growth in resources and higher levels of customer satisfaction, but also a growth in reputation among peers. Copyright © 2002 Henry Stewart Publications     

Perceived value of corporate donations: an empirical investigation

• There is current recognition that value is the fundamental basis for all marketing activities. The present research provides an empirical examination of perceptions of value within the voluntary sector and specifically donations made by organisations towards the funding of charitable projects. The impact of a number of charity and project‐related variables on the formation of value and the corresponding effect of value on satisfaction and behavioural variables are examined.
• The results support claims that past experience with and information about a charity as well as information about a specific project are significant determinants of value. However, the impact of these constructs is differential between the two components of value (i.e. get/benefits and give/sacrifices). We confirm the significant effect of value on satisfaction and indicate that satisfaction and benefits derived from a donation have a direct impact on behavioural intention.

Copyright © 2008 John Wiley & Sons, Ltd.     

Relationship marketing,audience retention and performing arts organisation viability

Marketing strategy in performing arts organisations has become particularly important in the increasingly competitive environment in which the arts operate. Since the late 1980s there has been a necessary shift in focus to audience development away from product development. This change in focus is being encouraged to ensure the long‐term viability of performing arts organisations (PAOs) and micro‐economic reform. While government reports have recommended strategies aimed at building audience‐based recognition, this is an expensive approach for many PAOs and does not produce short‐term returns. Little attention has been paid to building enduring relationships with existing audiences as a way of having a more dramatic impact on PAOs' long‐term viability. This paper explores this theme through relationship marketing and the implication of retaining existing audiences. The paper identifies the changing cultural environment which has led to the importance of marketing. It then explains the concepts of relationship marketing and its pertinence to PAOs' viability by presenting a loyalty ladder. The structure is modelled as a dynamic conceptualisation of the relationships (audience and organisation) to assist arts managers to decide whether to focus their efforts on catching or keeping customers to maximise earned income. Copyright © 2002 Henry Stewart Publications     

New value partnerships: the lessons of Denny's/Save the Children partnership for building high‐yielding cross‐sector alliances

While business and nonprofit organisations have long used alliances within their own sectors to address specific needs, increasingly they are turning to cross‐sector partnerships that benefit both parties while they serve the common good. In the last decade, marketing alliances between businesses and social sector organisations have become increasingly common as ways for companies to achieve business objectives and for social sector organisations to raise their visibility and attract new resources. The alliance between Denny's and Save the Children provides an example of a noteworthy marketing partnership that shows how a cross‐sector alliance can assist a company with a damaged public image to build a new public identity while enabling an international nonprofit organisation to create an ambitious programme for US children. As a new value partnership, a long‐term, high yielding alliance between businesses and social sector organisations, this relationship is characterised by several elements: communication, opportunity, mutuality, multiple levels, open‐endedness, and new value, forming the acronym COMMON. Copyright © 2001 Henry Stewart Publications     

Understanding students' responses to university‐led charity campaigns: a study of a Haitian earthquake relief campaign

The primary focus of this paper is to understand determinants of behavioral intentions of individuals towards a university‐led charitable campaign. We build a comprehensive model of determinants of behavioral intentions of students towards a university‐led charitable campaign at an individual level. This study identified perceived importance of the cause, social value, and recognition as determinants of behavioral intentions. The results indicated that to increase donations, charitable campaigns should stress the importance of the cause to potential donors and publicly recognize volunteers and donors. Implications and recommendations such as leveraging the university's internal channels of communication to reinforce the importance of the cause are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators

This paper reports on the findings of research into the perceived relationships between publicly funded theatres and their key funders/regulators. This is part of a wider study into whether successful publicly funded arts organisations are more likely to apply a relationship marketing approach. Relationship marketing may help to remove a short‐term tactical focus that tends to exist in public sector organisations generally and publicly funded arts organisations particularly. Three UK producing theatres' relationships with the Arts Council and their respective local authorities are analysed and findings suggest that building relationships with this stakeholder type may well produce more strategically focused and successful theatres. Copyright © 2004 Henry Stewart Publications     

Exploring the impact of self‐construal and cultural intelligence on alcohol consumption: implications for social marketing

• There is enormous cross‐cultural variation in alcohol choices and drinking behaviour. Because of the inherent differences in historical drinking culture, as well as differences in alcohol policy globally, similarities and differences in drinking patterns have long been a focus of interest among public health and social marketing researchers. Thus, the purposes of this study are (1) to explore differences between groups (Australian and non‐Australian‐born respondents) on self‐construal, cultural intelligence and alcohol consumption and (2) to investigate the impact of self‐construal and cultural intelligence on alcohol consumption in Australia. Data for this study were collected through a large public university in Australia (N = 669). The paper found that people with interdependent self‐concept were less likely to drink alcohol than people with independent self‐concept and cultural intelligence was not significantly related to hazardous alcohol use, harmful alcohol use and dependence symptoms. Variations between Australian‐born and overseas‐born groups were evident. Limitations of the current study and an agenda for future research are outlined.

Copyright © 2016 John Wiley & Sons, Ltd.     

Differentiating literacy volunteers: a segmentation analysis for target marketing

Learning how an organisation's volunteers differ from volunteers serving in other organisations can provide managers with important information. This information can assist managers in identifying potential volunteers, and this information can help managers better understand what to communicate to potential volunteers. This paper presents a segmentation study of literacy volunteers as an example of a proposed methodology for differentiating sub‐groups of volunteers. Managerial implications of research findings and ideas for future research are also presented. Copyright © 2003 Henry Stewart Publications