Virtual stewardship in the age of new media: have nonprofit organizations' moved beyond Web 1.0 strategies?

• Stewardship has been identified as an important relationship cultivation strategy. The four dimensions of stewardship—reciprocity, responsibility, reporting, and relationship nurturing—consist of one‐way and two‐way messaging strategies that can be carried out in a variety of manners on the Internet using both Web 1.0 and Web 2.0 technologies. Through a content analysis of the Nonprofit Times 100 organizations, this study found that nonprofit organizations overwhelmingly prefer to use their website to cultivate relationships with their stakeholders with stewardship strategies. Despite the hype of social media technologies, including Facebook, there remain many significant questions and obstacles to seeing nonprofits truly embrace social media communication.

Copyright © 2013 John Wiley & Sons, Ltd.     

An investigation of the giving behavior of loyal,lapsed, and non‐givers to a religious organization

• This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non‐donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.
• Marketing for religious organizations
• Lapsed donors
• Nonprofit marketing
• Marketing for churches

Copyright © 2009 John Wiley & Sons, Ltd.     

Examining how advocacy groups build relationships on the Internet

• In 2006, the Animal Enterprise Terrorism Act (AETA) became American law after brief Congressional discussions despite the public outcries from animal rights organizations. The AETA made it a federal terrorist crime to harm any animal enterprise financially, which could include legal forms of protests and boycotts. Members of the “Stop AETA” coalition failed to draw attention to the legislation. The relationship management theory of public relations provides a framework to determine how well the coalition members developed relationships with like‐minded individuals and the media. Results from a content analysis of the coalition members' Web sites revealed that nonprofit organizations and citizen‐advocacy groups attempted to develop relationships through a variety of strategies, including making the visit a positive experience, being open and transparent in their advocacy efforts, and providing access to coalition leaders. The results suggest that the coalition was unable to generate much news coverage for the issue because coalition members did not sufficiently reach out to cultivate relationships with journalists. Specific suggestions are provided for future advocacy groups to use the Internet to develop and cultivate relationships with key stakeholder groups.

Copyright © 2009 John Wiley & Sons, Ltd.     

Indigenous innovators: the role of web marketing for cultural micro-enterprises

• The Indigenous cultural sector is a dynamic and highly valuable to the Australian economy, returning an estimated $100 million annually. The majority of Indigenous cultural producers are micro-enterprises—businesses consisting of fewer than five employees. Many of these struggle to market their products, some from extremely remote and isolated locations; others with few resources in urban areas.
• This paper initially approaches a conceptual orientation to Web marketing as a potential signifier of innovation and entrepreneurship. The paper draws on previous literature and a current exploratory study of Indigenous Cultural Micro-Enterprises (ICMEs), focussing on two case studies for deeper analysis. The two exemplary cases outlined are Maningrida Arts Centre, and the performing arts organisation Kooemba Jdarra. Specifically, their innovative use of recent technology (multimedia websites) will be assessed to answer the question: What are the attributes of effective ICME Web marketing?

Copyright © 2006 John Wiley & Sons, Ltd.     

Online privacy and security practices of the 100 largest US nonprofit organizations

• Although online consumer privacy has been an important issue in the commercial realm for more than a decade, nonprofit organizations (NPOs, or nonprofits, for short) have just begun to address the topic recently. No published scholarly research has examined the online information practices of the largest NPOs with regard to privacy and security issues. The absence of data leaves one unable to empirically gauge the extent of NPO compliance with the Federal Trade Commissions (FTCs) suggested information practices. Such an investigation would be useful not only to US nonprofits but also non‐US nonprofits that are reaching US donors via their web sites.
• This study examines the online information practices of The Nonprofit Times 100 web sites and compares their practices to that of their commercial counterparts. The NPO web sites were found to collect just as much, and in some cases even more, personally identifying information as the commercial sites. The NPO web sites were more likely to display a privacy disclosure and privacy seal. Of critical concern, and not assessed in the commercial samples, is that nearly all of the NPO sites post personally identifying information (of individuals who are not employees).
• The current study provides benchmarks useful for assessing security issues pertaining to the collection, use, and even posting of personal information for NPO web sites. It also proposes actions for improving online security and privacy with the hope of encouraging more discussion of these important issues within the NPO community.

Copyright © 2008 John Wiley & Sons, Ltd.     

Stale in the pulpit? Leader tenure and the relationship between market growth strategy and church performance

• Taking a strategic choice perspective, the current study examines leader tenure and the growth implications of pursuing a market penetration versus market development strategy in a church setting. Using cross-sectional time series regression analyses of 1415 church organizations over a period of 6 years, study findings demonstrate the influence of leader tenure on both financial and non-financial church performance, but provide minimal evidence supporting the argument that the selected market strategy matters to organizational performance outcomes in churches.

Copyright © 2010 John Wiley & Sons, Ltd.     

Political parties' use of web based marketing: some preliminary findings relating to first‐time voters in the 2005 general election

• This paper examines the marketing of political parties, via websites, in the 2005 UK general election with specific reference to first‐time voters (age 18–24). Common perception views young voters as predominantly politically apathetic and less likely to vote than older generations. However, research literature suggests given the right message and medium, the group will engage in the political process. Could the Internet provide a path to engaging younger voters and will websites become a key marketing vehicle for political parties?
• Young voters were asked to review political party websites using an extended web assessment method (EWAM), which is an evaluation tool created to determine both the importance and presence of website evaluation criteria. Preliminary research suggests that respondents felt the Internet had a significant role to play in the election process and marketing of campaign messages. However, while political parties scored well in relation to the technical/software aspects of website design, participants felt website material had little appeal and were ineffective in influencing voter intent.

Copyright © 2006 John Wiley & Sons, Ltd.     

The role of the museum shop in extending the visitor experience

• The aim of the research is to assess the role of the museum shop in extending the learning experience in the museum. The research is situated in the theoretical framework of museum experiences and learning. It acknowledges environmental influences on learning, and of consumption sites that synthesise leisure and consumption and create memorable sensory experiences that engage customers.
• The exploratory approach uses mixed methods to examine visitors' knowledge and experience of museums and their shops. The first phase of the research was undertaken with in-depth interviews to scope the experience of museum shops and their contribution to learning. The second phase was undertaken with visitors to the Imperial War Museum (IMW) in London through a convenience sample which elicited 150 responses to a semi-structured questionnaire. The research demonstrates the significance of the museum shop as a destination for museum visitors, and its role in creating experiences that can supplement the museum's educational priorities and a return to the everyday world of familiar objects.

Copyright © 2009 John Wiley & Sons, Ltd.     

An empirical investigation on the role of market orientation in church participation

• In recent years, the concept of market orientation has become an attractive avenue for research in marketing. Despite an array of applications of market orientation in the context of religious organisations, an empirical examination of the role of market orientation in affecting church participation remains limited. The purpose of this research is to develop and test a model that explains the role of market orientation in a church participation context. Data were collected from a particular church denomination in Australia using a self-administered questionnaire. This yielded a useable sample of 344. Confirmatory factor analysis was used to test the validity and reliability of the measures, while structural equation modelling was used to test the hypotheses. The findings suggest that market orientation is significantly related to church participation. Further, competitor orientation was found to be negatively associated with church participation. These findings suggest that it is important for church leaders to: (1) understand the needs of church members (customer orientation), (2) ensure that the various ministries in the church are perceived as delivering significant value by its members (interfunctional coordination), and (3) ensure that the range of ministries offered by the church is not perceived as the strategic tools to compete with other churches (competitor orientation), but rather as the means to serve its members effectively.

Copyright © 2010 John Wiley & Sons, Ltd.     

Consumers alone shouldn't trigger the next recession

• ? If consumers in advanced economies were to hike their savings and rein in their discretionary spending in response to fears about the economy, we project global GDP growth in 2020 would slow to a subdued 2.1% (below our 2.5% baseline forecast), but the world economy would avoid a recession.
• ? The risks of rising precautionary savings aren't uniform across the advanced economies. For instance, the UK, Australia, Canada and Japan look particularly vulnerable to slowing retail sales, which could trigger a stronger downturn in those countries.
• ? Economies with the highest rates of consumer debt are also likely to be more at risk to weaker discretionary spending. In this respect, Australia, the Netherlands and Canada stand out the most.

     

How robots change the world

• ? The global robotics revolution is rapidly accelerating, as fast‐paced technological advances converge. This will transform robots’ capabilities and their ability to replace human workers, including in services where robot use is also set to rise steeply.
• ? The global stock of industrial robots multiplied three‐fold over the past two decades, to 2.25 million. Trends suggest it will multiply even faster in the next 20 years, reaching as many as 20 million by 2030, with 14 million in China alone.
• ? The rise of the robots will boost productivity and growth, and create new jobs, some in yet‐to‐exist industries. We estimate a 30% rise in robot installations by 2030 would create around $5 trillion in additional global GDP in today's prices.
• ? But existing business models will be disrupted and jobs lost – we estimate up to 20 million manufacturing jobs by 2030. Each new industrial robot eliminates 1.6 manufacturing jobs on average and almost twice that in low‐skilled regions.
• ? Job losses will vary greatly across countries and regions, with the toll falling disproportionately on lower‐skilled workers and on poorer local economies, aggravating social and economic stresses. The challenges for governments and policy‐makers are daunting at a time of already growing political polarisation

     

Corporate giving in the Netherlands 1995-2003: exploring the amounts involved and the motivations for donating

• Corporate giving as an expression of corporate social responsibility (CSR) has been researched less than the more general theme of CSR. In addition, much of the research in this area focuses on countries with an Anglo cultural tradition.
• The study outlined in this paper offers a comprehensive longitudinal study of corporate giving in the Netherlands. An overview is provided of corporate giving in the Netherlands in the period from 1995 till 2003.
• The data are gathered by means of a biennial survey of Dutch companies as part of the ‘Giving in the Netherlands’ project. Based on these findings, recent developments in corporate giving can be sketched out.
• Moreover, literature on motives for corporate giving behavior is focused upon and applied in exploring Dutch managers' motivations for offering donations. Nonprofit organizations could use this knowledge to increase the efficiency of their fund raising.

Copyright © 2006 John Wiley & Sons, Ltd.     

Venture capitalists and entrepreneurs become venture philanthropists

• Non‐traditional charitable sources of revenue may be categorised as follows:
  • Venture philanthropy: Human resources and funding invested as donation in the charity by entrepreneurs, venture capitalists, trusts and corporations in search of a social return on their investment. It involves high engagement over many years with fixed milestones and tangible returns and exit achieved by developing alternative, sustainable income.
  • Commercial ventures: They seek a financial return on investment by creating a social enterprise operated by charities and their trading/holding companies alone or in partnership with the corporate sector, venture capitalists or investors to provide funding. Venture philanthropists may also ‘invest’ without establishing an equity position in the commercial enterprise. Any profits are re‐directed to mission‐related activity, although the business activity may or may not be mission related.
  • Social venture capital: It funds commercial ventures (as above) but may not seek a complete return on investment; instead the investor may off set some or all of the investment against social outcomes.
• Within the context of venture philanthropy, this paper demonstrates how charities, venture capitalists and entrepreneurs may work together in strategic alliances. It explores venture philanthropy from the perspective of venture capitalists and entrepreneurs, giving examples. Charities are shown how to prepare themselves to take advantage of these entrepreneurial opportunities.
• Although the emphasis in this paper is on venture philanthropy, the processes outlined may be used to help a charity take advantage of opportunities within the broader social entrepreneurial context. Successful venture capitalists and entrepreneurs have demonstrated the ability to turn outline business ideas into big results, frequently in highly competitive business environments.
• A common characteristic that appears to unite these individuals when they divert their interest toward social ventures is a desire to apply their business‐like approach, which includes planning processes, milestones and outcome measurement to their social venture activity.

Copyright © 2005 John Wiley & Sons, Ltd.     

An examination of factors impacting athlete alumni donations to their alma mater: a case study of a U.S. university

• It has been suggested that athlete alumni do not give as generously as they could to their alma maters. Athlete alumni may feel they have given enough to their schools by playing sports, and they may feel greater loyalty to their former sports teams than their alma maters. Drawing on social exchange theory, this study investigated whether such attitudes among athlete alumni at a U.S. university were related to lifetime donations. Results indicate:
  • the quality of alumni's athletic experience and the perception that they have already given to their school by playing sports are predictive of giving amount.
  • similar to the general alumni donor, the variables of age, income, and geography were also found to be related to giving level.
• Universities and colleges may need to develop specialized marketing communications programs to mitigate athlete alumni's perceptions of not needing to donate because they competed for their school. Implications for universities and other nonprofit organizations are offered.

Copyright © 2006 John Wiley & Sons, Ltd.     

网页设计中的十大方面（英文）

随着互联网的飞速发展,网络上每时每刻都有大量的网页流量。因此,网页设计是否得体,是否迎合用户需求,逐渐成为了互联网的一个重要问题。本文中提到设计员在设计网页时需要注意的十个方面,以吸引更多的用户和保证更多的流量。这十个方面包括：搜索引擎,链接颜色,可浏览性,统一的设计结构和风格,弹出式窗口,网页灵活性,广告,更新,视频动画和联系信息。     

Blame the baby boomers for depressed wage growth

• ? While ‘blame’ may sound harsh, the reality is that in an ageing society, the over‐60s accounting for a bigger share of the workforce equals lower wage growth. This is particularly pertinent for the eurozone right now with the baby boomer generation entering the last phase of their working life. Our analysis shows that the very sizeable over‐60 cohort is depressing aggregate wage growth by up to 0.3 ppts annually. That may also help explain why inflation is still subdued .
• ? European policy makers are scratching their heads about why wage growth has not picked up in line with economic growth over the past two years. For the ECB this is relevant as it tries to understand why inflation remains low. While much of the debate centres around unemployment and the Phillips curve, this article looks at the impact of an ageing society on wage growth.
• ? Even though this is more of a structural, rather than a cyclical, perspective, it is particularly important for the eurozone economies right now, because the large post‐World War II baby boomer generation is strongly pushing up the elderly share of employment (measured as those aged 60 and above). As the share of the over 60s in total employment grows, so does their weight in aggregate wage growth.
• ? The crucial point is that wages increase with age, but at a decreasing rate, and stay essentially flat above 55. The main reasons are that the elderly invest much less in continued education and are less inclined to switch to better‐paying jobs.
• ? Our analysis shows how substantial the negative impact of an ageing workforce is on wage growth in the eurozone. By simulating an alternative demographic scenario, we estimate that wage growth in 2015–17 would have been 0.3 ppts per year higher had it not been for the ageing baby‐boomers. Similarly, forecasts for 2018–20 not accounting for the baby‐boomers may overstate wage growth by some 0.2 ppts or more annually.

     

Regional voices talk theatre: audience development for the performing arts

• Audience development is somewhat of a ‘buzz word’ within the Australian performing arts sector at present. However, rather than actually engaging with audiences and with non‐attenders to discover how to best serve the community, most of the performing arts organisations approach audience development from a product‐centred viewpoint.
• In direct contrast to this, the Talking Theatre project (2004–2006) was implemented in regional Queensland and in the Northern Territory in Australia as an audience development initiative focused on the consumer. The project sought to assist performing arts centres (PACs) to better engage with their local communities and to build new audiences for the future. In particular, the research aimed to understand non‐attenders, their reasons for non‐attendance and their reactions to a range of live performances they experienced under study conditions.
• The Talking Theatre project provided the vehicle for introduction, communication and relationship building to occur to assist in attitudinal and behavioural change. The non‐attenders enjoyed their experiences at the PACs and have begun attending performances outside of study conditions. Limited awareness of the performing arts' relevance to their lives combined with a lack of positive peer influence to attend, were the chief deterrents to attendance for the participants in the study.

Copyright © 2007 John Wiley & Sons, Ltd.     

Pledger modelling: Help the Aged case study

• The recruitment of pledgers (as a proxy for potential legators) to charitable organisations plays a vital role in their continued success, and as a percentage of all fundraising income generated it can represent substantial proportions. However, of all the ‘donation asks’ made of supporters, asking for a legacy is the most difficult. Therefore, it is important that the target audience should be as well researched and highly targeted as possible.
• Help the Aged had reached the stage where decisions need to be made about its future marketing in order to protect longer-term income. The findings of this legacy targeting project were to feed into communication programmes, direct marketing, and the overall legacy marketing strategy.
• The key objective was to identify the best prospects to mail a legacy ask to, across the supporter database, with the likelihood that they are going to pledge as a result.
• It was found that whilst tailored data analysis comes at a price, the average value of a legacy justifies the cost of using sophisticated targeting tools. However, because of the pledge-to-legacy time lapse, there will always be issues with measuring any long-term return on investment (ROI). Nonetheless, pledgers have to be taken on their word for the purpose of testing (and subsequent rollouts). Pledge data should be tested and the outcomes should inform legacy marketing. However, as mentioned above, pledgers necessarily need to be taken on their word and therefore, formulating models based on the type and/or value of pledges is not recommended.

Copyright © 2005 John Wiley & Sons, Ltd.     

George gives to geology Jane: The name letter effect and incidental similarity cues in fundraising

• People tend to like others with attributes similar to their own (the similarity principle) and favor products with names similar to their own (the name letter effect).
• In the present field experiment, the name letter effect and similarity principle are tested in a phonaton among alumni of Utrecht University, The Netherlands. First name and surname initials, fields of education, and association memberships of alumni were matched to those of students soliciting contributions in the phonaton.
• Female alumni with first names and fields of study similar to those of solicitors were more likely to donate, as were male alumni with first names similar to the field of study of solicitors. Both male and female alumni with first names similar to the name of the university donated more often than those with dissimilar names.
• Name letter effects are a cheap and effective instrument to increase donations in fundraising campaigns conducted by telephone.

Copyright © 2009 John Wiley & Sons, Ltd.     

Marketing of cultural institutions in French-speaking Switzerland

• Marketing in cultural institutions is a field that has rarely been studied in French-speaking Switzerland so far.
• Therefore this paper explores the way in which visitors-clients appreciate qualitatively their contacts with cultural institutions concerned with the visual arts in comparison with the communication strategy of the curators and directors of museums.
• A survey has been conducted amongst 20 museums and over 200 visitors of French-speaking Switzerland to evaluate the way visitors perceive the marketing of cultural institutions and behave accordingly or not.
• The paper concludes with recommendations to improve the knowledge of the visitors' background and expectations.

Copyright © 2007 John Wiley & Sons, Ltd.