Exploring Corporate Donation Behavior: A Case Study of Taiwan

ABSTRACT

Given that funding from governments and donations from individuals have declined and are unstable, it is important for nonprofit organizations to identify corporate donors' real motives for making contributions and potential corporate donors' reasons for not making contributions and to design appropriate marketing strategies accordingly. This paper utilized both in-depth interviews and a survey to explore these aspects with Taiwanese firms. The results indicate that, from these firms, Social Responsibility, followed by Top Management's Influences and External Solicitation, are the highest motives. It appears that enhancing Product Sales, Corporate Image, and Sales Promotion or Reducing Pressure from Competitors are not participant firms' primary motives when making corporate contributions. With regard to reasons for not making corporate contributions, the data reveal that Lack of Human Resources is the primary cause that leads participant firms to make no corporate contributions, followed by Insufficient Funds. This paper also develops scales for measuring motives of corporate philanthropy and reasons for not making corporate contributions.     

Market Orientation and Organizational Performance in the Nonprofit Context: Exploring Both Concepts and the Relationship Between Them

ABSTRACT

The purpose of this paper is to explore the relationship between the concepts market orientation and organizational performance for nonprofit organizations. To understand the nature of this link in the nonprofit context, the authors will discuss and elaborate on the applicability of both concepts to nonprofits. They will develop multidimensional notions of “societal orientation” and “nonprofit organizational performance,” which fit the specific operating environment of nonprofit organizations engaged in the provision of health and social services. The authors also propose a conceptual framework that relates both notions and present the main underlying propositions. They conclude by suggesting items to empirically measure both constructs and venues for future research.     

Advocacy on the Internet: Lessons Learned from the Animal Enterprise Terrorism Act of 2005

After the Animal Enterprise Terrorism Act (AETA) was introduced to Congress in 2005, animal rights organizations joined efforts to advocate against the legislation. Their efforts failed even though more than 250 groups across the nation joined together to lobby against the act. To evaluate the communication strategies and media relations efforts of these organizations, a content analysis of randomly sampled advocacy group Web sites was conducted. Of the 122 “Stop AETA” organizations in the sample, 82% had a Web site though only 36% of those organizations with Web sites had organized online press rooms to promote their causes. This paper examines the implications of advocacy communication in a virtual environment and recommends strategies for improving the media relations efforts.     

Students,Patients, Citizens,and Believers as “Customers”: A Cross-National Exploratory Study

ABSTRACT

Executives in 94 large UK companies engaging in cause related marketing (CRM) completed a questionnaire concerning (i) their firms' approaches to the management and evaluation of CRM, (ii) the benefits perceived to accrue to the practice, and (iii) whether these businesses applied commercial rather than philanthropic principles when selecting CRM partners. It emerged that, in general, the sample firms employed mainly commercial criteria when choosing CRM projects, that selections were frequently influenced by employee opinion, and that most of the evaluation techniques conventionally used to appraise commercial sponsorship and advertising were also utilised to assess CRM programmes. Companies were reported to demand close and obvious links between their products and the activities of partner charities. Typically, they preferred to affiliate with well-known charities and tended to dislike “controversial” causes. In the main the respondents held low opinions of their charity partners' marketing abilities. The article concludes with a number of recommendations regarding the ways in which charities should formulate proposals when inviting businesses to participate in CRM programmes.     

Policy Issues Raised by For-Profit Spinoffs from Professional Associations: An Evaluation of a Recent AICPA Initiative

This paper provides an evaluation of the spinoff of a for-profit company from the American Institute of Certified Public Accountants (AICPA), a nonprofit professional association. The evaluation is based on a review of the literature on public policy issues surrounding organizational conversions from nonprofit to for-profit legal status. Many criticisms of this for-profit spinoff were voiced by professional leaders and accounting regulators, and we demonstrate that these criticisms are grounded in widely recognized policy principles relating to nonprofit conversions. The public policy issues raised by this study have implications for the governance of professional associations in all disciplines.     

The Founding of a Nonprofit Organization as a Teaching/Learning Experience: A Case Study in Service Learning

ABSTRACT

The present case study describes how the founding, by faculty, of a nonprofit organization has aided marketing instructors (and instructors other disciplines) in teaching students to understand and apply marketing (and other business) theories in a “real-world” environment. To that end, the case study is organized as follows. First, it offers a short discussion on the pros and cons of working with for-profit versus nonprofit organizations to add value to the learning experience for students. Second, it describes the benefits and drawbacks instructors and/or students have experienced from starting their own nonprofit organization as a teaching or learning tool to help translate marketing theory into marketing application.     

You've Come a Long Way,Buddy!

With some regularity over the past several decades, the notions and images that helped define prior standards of ap- propriate male behavior have been discarded for new ones that pre- sumably better accommodated the times. As a result of the latest transformation, traditional sex role boundaries between the genders began to fade. Over the last half-decade or so advertising itself has increasingly reflected a transposition in sex role portrayals that has come to be labeled as reverse-sexism (Boddewyn, 1991). The conse- quences associated with the emergence of these sex role reversals and the accompanying possibility that men or women may react negatively to their new gender depictions in advertising are ad- dressed in this national study.     

Cause‐Related Marketing from the Nonprofit's Perspective: Classifying Goals and Experienced Outcomes

This research examines the cause‐related marketing (CRM) experience from a nonprofit (NPO) perspective, using qualitative and quantitative methods. U.S. NPO managers with direct CRM experience (n = 154) participated. Results demonstrate that NPOs have both first order (immediate financial support) and second order (less tangible, longer term) goals when undertaking CRM, and that they generally realize these outcomes, though not always. NPOs primarily seek event support, networking opportunities and public awareness, followed by funding opportunities, with less emphasis on gaining business expertise. This research extends the framework of Gourville and Rangan (2004 Gourville, J. T. and Rangan, V. K. 2004. Valuing the cause marketing relationship.. California Management Review, 47: 38–57. [Crossref], [Web of Science ®] , [Google Scholar]) by offering a more precise, differentiated model.     

The Grape Escape–A FUNdraising Bike Tour for the Multiple Sclerosis Society

ABSTRACT

As the fundraising climate for nonprofit organizations becomes increasingly competitive for the public's attention and charitable giving, social marketing research can help to gather information for mutual benefit. This paper describes a study that evaluated a weekend cycling fundraising event for the Multiple Sclerosis Society to better understand participants' experiences and improve the event. Data were collected via questionnaires (n = 78) revealing perceptions of the benefits and costs of participation, as well as cyclists' ratings of self and external efficacy. Telephone interviews (n = 25) captured participants' reactions to the event's marketing materials and communication strategies. Implications for improving the event to maximize benefits and reduce costs, enhance its marketing, recruit future and retain existing participants and positioning the event are offered.     

The impact of professionalization and partnerships on nonprofit productivity

ABSTRACT

This research evaluates the influence of professionalization and partnering with firms on nonprofit productivity. Professionalization is measured in terms of the ratio of paid employees to volunteers, and productivity is measured through the ratio of total assets to number of beneficiaries, and the ratio of total revenues to number of paid employees and volunteers. Empirical analysis combines a survey to a representative sample of Spanish nonprofits, with information available from public sources. Results confirm the existence of a ‘U-shaped’ relationship between professionalization and nonprofits’ capability to reach more beneficiaries with lower assets; a positive effect of professionalization on revenue generation capability; and a positive effect of partnerships with businesses on the nonprofit’s asset-per-beneficiary ratio. Discussion sheds light on the on-going debate about the implications of professionalization and partnering with firms for the capacity of nonprofit organizations to attract resources and to extend their reach in a more efficient way.     

浅论民间非营利组织财务管理和会计核算工作

近年来,民间非营利组织发展迅速,现已涉及到社会生活的各个领域。但是,民间非营利组织的财务管理和会计核算跟不上时代发展的步伐,影响了其信誉和公信力,因而制约了其进一步发展的空间。本文分析了民间非营利组织在财务管理及会计核算中存在的种种问题,提出了加强非营利组织财务管理和会计核算的若干措施。     

Barriers to Elderly Consumers’ Use of Support Services: Community Support in Japan’s Super-Aged Society

ABSTRACT

Rural areas need support services to help elderly people sustain their ordinary lives, especially in light of today’s aging societies. In Japan, nonprofit organizations and residents’ associations, which are based in local relationships, provide support services aimed at helping the elderly with their daily buying behavior. This study provides a comprehensive understanding of the barriers preventing the use of such support services. We collect 133 respondents from semi-structured interviews through door-to-door visits using snowball sampling to show that there are three such barriers: lifestyle, capability, and trust. Furthermore, we discussed measures to reduce these barriers using our results of correlation analysis and analysis of variance. Our findings have implications for a new direction in social marketing for elderly people. As societies continue to age and highly accessible services become ever more necessary, the insights of our study will be applicable not only in Japan but across the world.     

Achieving Competitive Advantage Through the Application of Open Systems Theory and the Development of Strategic Alliances: A Guide for Managers of Nonprofit Organizations

ABSTRACT

To effectively compete in today's competitive business environment, nonprofit organizations need to operate as open systems developing strategic alliances with key actors. To help managers of nonprofit organizations develop such relationships, open systems theory is explained, the phrase “strategic alliances” is defined, and a system of alliances is presented as a tool for identifying and analyzing potential relationships.