Efficiency,stability and the decision to give to nonprofit arts and cultural organizations in the United States

• Using data from the Cultural Data Project, this study extends the literature by examining the impact of financial disclosure information on donations to arts and culture‐related nonprofit organizations in the United States. Results for organization financial stability are for the most part counterintuitive: financially unstable arts and culture‐related nonprofits receive more donations. The current analysis supports prior research and finds evidence of a “crowding in” effect for fundraising expenses, suggesting that nonprofits that spend more on fundraising and marketing raise more funds than those that spend less. Additional analysis indicates efficiency matters to donors when it comes to fundraising efforts. As the “cost to raise a dollar” increases donations decrease. Nonprofit managers in arts and culture‐related organizations concerned about increasing donations should consider strategies that will increase the efficiency of their fundraising and marketing efforts. Copyright © 2015 John Wiley & Sons, Ltd.

     

Repertoire Conventionality in Major US Symphony Orchestras: Factors Influencing Management's Programming Choices

We examined the relationship between funding sources and programming for major US symphony orchestras for the 2001 through 2007 seasons. We find that increased levels of funding from the federal government and businesses encourage more nonconventional programming, and increased levels of funding from local government and endowments encourage more conventional programming. In addition, yearly events such as a composer's anniversary and higher unemployment influence programming decisions. Given the challenging financial environment for symphony orchestras, we discussed programming choices that managers could implement to reduce budget deficits. Copyright © 2013 John Wiley & Sons, Ltd.     

Coming soon to a live theater near you: performing arts trailers as paratexts

• Dramatic changes in technology present not‐for‐profit performing arts organizations with both opportunities and challenges for engaging and attracting audiences. With its emphasis on deep engagement with a select group of users, the Internet “long tail” presents a natural application for this sector; however, performing arts groups must grapple with developing the most optimal web‐based content for their particular organizational needs. This paper analyzes the use of web‐based video offerings used currently by professional symphony orchestras in the United States and Canada. One third of observed websites included video of some kind (including a wide‐array of content), while roughly half of that number focused on promoting concerts scheduled for the future. An even smaller number have embraced the practice of presenting performing arts previews (after the longstanding tradition within the film industry) as a purposeful kind of paratext, including representational elements of the work, the performers, and the overall concert context. A conceptual frame of video types is presented and discussed, with particular attention to the preview format. The research on film previews as an analogous vehicle is evaluated including the tradition of telling the incomplete story, while also promoting the movie. The research on paratexts in relation to books, theatre programs, and film trailers is reviewed and the case is made for web‐based performing arts previews as an emergent genre within the paratext conceptual frame. Specific video examples currently in use illustrate theory and concepts presented in the paper.

Copyright © 2010 John Wiley & Sons, Ltd.     

CSR and service quality in nonprofit organizations: the case of a performing arts association

• The relationship between corporate social responsibility (CSR) and marketing performance has been widely investigated recently, but mostly in relation to for-profit companies. This paper highlights the importance of this topic for nonprofit organizations (NPOs). Focusing on an Italian NPO operating in the performing arts and entertainment industry, two empirical studies (a quantitative survey and a qualitative exploratory enquiry) prove the strategic relevance of CSR in nonprofit contexts. The results demonstrate that CSR can be considered an additional dimension of the customer perception of service quality in NPOs and reveal that customer perception of the social responsibility of the studied NPO is strongly linked to its institutional mission and to the modalities through which it pursues that mission.

Copyright © 2014 John Wiley & Sons, Ltd.     

“Music to our ears”: understanding why Canadians donate to arts and cultural organizations

The contribution of donations and volunteer time to North American arts and cultural organizations is impressive. Growing economic uncertainty coupled with the increasingly competitive nature of philanthropic work and fluctuating volunteerism rates describe some of the challenges facing nonprofit managers in the arts and cultural field today. The intent of this study was to explain charitable giving to an arts and cultural organization in a Canadian context using variables supported in the literature related to philanthropic behavior. The variables included the norm of social responsibility, donor benefits, philanthropic behavior, and household income. Data (233 questionnaires) were collected at a renowned community symphony with revenue from various sources including over $1 million annually in private support. Multiple regression analysis determined two of the four hypotheses were supported and two were partially confirmed. While the norm of social responsibility and household income did confirm existing literature, philanthropic behavior seemed only defined by length of time as donor rather than by volunteering for arts and cultural organizations and donor benefits included tax incentives but not receiving a “gift” in exchange for a support. Research such as this, which contributes to our understanding of arts and cultural donors and the benefits they seek, continues to be important with the potential to inform nonprofit managers. Copyright © 2010 John Wiley & Sons, Ltd.     

The effects of nonprofit brand equity on individual giving intention: mediating by the self‐concept of individual donor

• Currently nonprofit organizations have to rely more on individual donors and less on the government for funding. Therefore, understanding the individual donor from the perspective of nonprofit has been of increasing interest to nonprofit marketers. In this research, the effects of nonprofit organizational brand equity and individual self‐concept on individual giving intention were studied by using survey to selected 393 valid respondents in China. The empirical results indicated that, (1) the three dimensions brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention; (2) brand personality and brand awareness of the nonprofit organization has positive direct impact on the self‐concept of individual donor; (3) the self‐concept of individual donor has positive direct impact on individual giving intention; and (4) the self‐concept of individual donor mediates significantly the relationships between brand personality, brand awareness, and individual giving intention, while not significantly between brand image and individual giving intention.

Copyright © 2009 John Wiley & Sons, Ltd.     

Internal competition in a nonprofit museum context: development of a scale

• External competition and marketing have been extensively researched in the for-profit environment and to a lesser extent in the nonprofit environment. However, the concept of competition within a nonprofit organization is indicative of another type of competition, that of ‘internal competition’. Internal competition, operating in the nonprofit's endemic environment of scarce resources, takes place between departments, between individuals, and even within individuals in terms of time and energy spent on differing objectives. Internal competition manifests itself as internal conflicts over not only objectives but also the means for achieving the objectives. This research examines the construct of ‘internal competition’ in the museum portion of the nonprofit sector where marketing is often seen as a ‘necessary but evil’ tool essential for survival. Museum retailing, which has taken on an increasingly vital role in the financial support of museums, offers an opportunity to analyze the nature of internal competition and for developing a scale for measuring internal competition.

Copyright © 2007 John Wiley & Sons, Ltd.     

Managerial objectives of symphony orchestras

This paper considers the managerial objectives of not-for-profit symphony orchestras in the United States. Using data compiled by the American Symphony Orchestra League, an empirical analysis reveals dual attendance (quantity) and performance quality concerns for Major and Urban Community orchestras; and quality-only concerns for Metropolitan orchestras.     

Creativity,job performance and their correlates: a comparison between nonprofit and profit-driven organizations

• This study explores a research model concerning creativity, job performance, and their correlates in the nonprofit organization setting. The findings of this study suggest that a set of differences in the areas of creativity, job performance, and their correlates exists between the marketers in nonprofit organizations and the marketers in profit-driven organizations. These findings reveal the need for contingency theories in this area, with emphasis centered on environmental differences. It is hoped that this study will draw the attention of many researchers toward topics concerning organizational creativity in the nonprofit organization setting.

Copyright © 2005 John Wiley & Sons, Ltd.     

Weathering the storm: best practices for nonprofits in crisis

• Nonprofit organizations are as susceptible to crisis as any organization as exemplified by Livestrong's attempts to outlive Lance Armstrong's downfall and Planned Parenthood (PP) overcoming Susan G. Komen for the Cure's (SGK) policy to defund organizations under investigation. The public battles held on social media during crises such as these have forced organizations onto new battlegrounds. Supporters for each of these nonprofits proudly shared their thoughts via tweets (e.g. #IstandwithPP) and status updates, as the organizations raced to control the situation. PP had tweeted SGK's policy change creating a bevy of support while sending SGK into a reversal that is still costing racers. Surveys were distributed following Armstrong's performance-enhancing drug use confession and SGK's funding policy announcement to determine attitudes toward giving after organizational crisis. The Theory of Planned Behavior (TPB) was used to assess the strength of attitude, social norms, and perceived behavioral control on the intent to donate to these organizations. The use of TPB expands nonprofit marketing horizons by helping better understand stakeholder intentions and their causes. On the basis of the findings, best practices for nonprofits handling crisis were identified. In particular, organizations need to know their target audiences, know what will make supporters remain, look at crises as opportunities for renewal, be honest, and apologize when appropriate.

Copyright © 2014 John Wiley & Sons, Ltd.     

Bach,Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

• This study analyzes Facebook engagement among the nation's symphonies and their stakeholder publics. Factors such as reliance on donor contributions, program revenues, government grants, investment income, and total assets are proposed as contributing factors in predicting effective stakeholder relations. Public relations scholarship emphasizes the significance of relationships between the organization and its stakeholders and argues that positive relationships are integral to organizational success. Stewardship theory suggests nonprofits rely on a number of tools, including relationship nurturing, to sustain relationships with supportive publics. Scholars have increasingly identified stewardship as an effective method by which to build and maintain relationships. This study assesses one particular aspect of stewardship – relationship nurturing – and the attributes of nonprofit organizations that are successfully cultivating relationships with their stakeholders via social media. We find that benefactors matter. As dependence on stakeholder contributions increases so does stakeholder engagement via Facebook. Findings regarding program revenues and total assets are also significant.

Copyright © 2015 John Wiley & Sons, Ltd.     

Segmenting nonprofit stakeholders to enable successful relationship marketing: a review

• When establishing relationships with stakeholders, nonprofit organizations must define appropriate target groups to allocate resources purposively. This paper explicates that link by reviewing the literature on nonprofit stakeholder segmentation and by discussing whether stakeholder segmentation is perceived as a prerequisite of successful relationship marketing by nonprofit researchers.
• We develop two conceptual dimensions of nonprofit stakeholder segmentation: the stakeholders segmented and the segmentation criteria used. A systematic database and journal search yielded 53 papers, categorized according to these two dimensions. The studies are described briefly, and the relevance of the relationship marketing concept is examined and discussed. Several research gaps emerge from this review, leading to propositions for further research.

Copyright © 2014 John Wiley & Sons, Ltd.     

Health nonprofits online: the use of frames and stewardship strategies to increase stakeholder involvement

• This study examines connections between the conceptual frameworks of compassion fatigue (burnout toward social issues) and related stewardship strategies that are used as a form of best practices to address the issue of compassion fatigue. A content analysis of 117 health nonprofit websites (457 web pages) investigates how nonprofit health organization websites are framing their communication to various stakeholders and how the strategies of stewardship are employed online. Findings indicate that although health nonprofits are using positive frames and multiple stewardship strategies, more could be done by nonprofit marketing practitioners to facilitate positive, long-term relationships with stakeholders in an environment of increased communication and compassion fatigue.

Copyright © 2014 John Wiley & Sons, Ltd.     

First‐year donation behavior and risk of supporter lapse

• In this research, we explore supporter lapse behavior after making first‐year donations to a nonprofit organization. We argue that two observable variables — the monetary amount of first gift at sign‐up and the number of gifts given in the first year of the support relationship — can be used to approximate the level of commitment to supporting the organization and to predict likelihood of lapse in subsequent years. The reasoning is that the two variables are indications of the psychological resources as well as the financial resources expended in reaching donation decisions. The research hypotheses were tested using fundraising data extracted from the databases of two leading US‐based nonprofit organizations. Results indicate that both variables had significant effects. Interestingly, the number of gifts given in the first year of the support relationship had a much bigger effect than the dollar amount of the gift at sign‐up: In one organization, supporters who donated more than one gift in the first year were 39% less likely to lapse in subsequent years compared with their one‐gift counterparts, while a tenfold increase in the dollar amount of the first gift at sign‐up (e.g., from $10 to $100) predicted only 4% decrease in the lapse likelihood in subsequent years. Insights from this research may help to build better practices of supporter base management in “low‐touch” fundraising programs for attracting, building relationships with, and sending appeals to supporters.

Copyright © 2016 John Wiley & Sons, Ltd.     

Strategic stakeholder orientations and performance consequences—a case of private nonprofit performing arts in the US

• This paper borrows a market orientation perspective in considering how organizations behave toward stakeholders and the implications on performance in the institutional performing arts environment. To investigate the relationship between stakeholder orientations and organizational performance, both interviews and a survey instrument were used. Using nonprofit performing arts organizations in three metropolitan areas of Northwestern US as a sample frame, primary data was collected from leading directors of these organizations. The results generally indicate a positive relationship between stakeholder orientation and organizational performance. Complex relationships between dimensions of stakeholder orientation and performance consequences were also observed.

Copyright © 2009 John Wiley & Sons, Ltd.     

Artists' attitudes to marketing: a cross-cultural perspective

• Although the music industry is dominated by a few global players, the vast majority of musical performances are by nonprofit organisations, self-employed musicians or small and medium enterprises (SMEs). But, while a great deal has been written about the marketing of music—distribution, branding, audience development, etc.—comparatively little is known about the attitudes of musicians themselves to marketing, despite the fact their role as both product and producer is so central to the musical experience.
• The research sets out to gain an understanding of this neglected topic by undertaking a cross-cultural analysis of musicians from two different cultures: it compares the attitudes of artists in a mature, post-industrial economy (UK) with those in a post-communist, emerging democracy (Poland). The research finds that society, culture and the economic environment appear to shape attitudes far less than art itself. Across both cultures the research discovers at best an ambivalence towards marketing, and at worst a general antipathy towards the whole notion of art-as-business.
• The implications of these findings, if replicated across other countries, other musical genres and across the arts as a whole, could be worrying. Historically, the arts have been dominated by nonprofit organisations funded at least in part by public and private subsidies, funds which are being substantially eroded in both mature economies and in developing nations. The challenge for nonprofits and SMEs in the arts, then, is about achieving some sort of engagement with business and marketing, without losing their artistic integrity in the process.

Copyright © 2006 John Wiley & Sons, Ltd.     

Volunteerism,compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro‐social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro‐social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Copyright © 2015 John Wiley & Sons, Ltd.     

供应链上非营利组织的整合营销传播组织模式研究

介绍了非营利组织与整合营销传播理论及供应链上非营利组织整合营销传播的特性,最后详细论述了供应链上非营利组织整合营销传播组织模式的设计思路。     

How international nonprofits build brand equity

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:

• A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
• A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
• A series of specific managerial recommendations, for building nonprofit brand equity.

Copyright © 2008 John Wiley & Sons, Ltd.     

Using creativity to achieve an entrepreneurial future for arts marketing

• The marketing concept fails to explain marketing behaviour of small firms. Similar comments are now being made of large firms. This gap between theory and practice is even more significant in non-profit and arts organisations where sector specific philosophies often determine how marketing is embraced, with its underlying notions of the customer and profitability. Many of these organisations must overcome severe resource constraints by thinking creatively. This paper investigates the relationship between art, marketing, entrepreneurship and creativity in order to reach a clearer understanding of how creativity can assist both the arts organisation and those involved in researching the sector. There have been increasing calls within the academic marketing community to instil a creative philosophy within the research process. This call has not resulted in much research on the phenomenon within marketing, and certainly not from a nonprofit perspective. This paper discusses creativity as a concept drawing on a diverse range of literatures outside the management discipline. The link between creativity, marketing, entrepreneurship and art is analysed. Justification of the incorporation of creativity in the research process is presented for practitioners and theorists in marketing and the arts, so that they can learn from each others' disciplines. Implications for future research are presented, where creativity is viewed as the centre of a non-linear, free thinking understanding of artistic truth.

Copyright © 2005 John Wiley & Sons, Ltd.