The scope of “marketing” research in the nonprofit sector: Lessons from the last 20 years literature

Over the last several decades, the field of nonprofit marketing has produced a growing number of publications; however, little attention has been paid to examine what research topics have been studied by nonprofit scholars from the marketing perspectives. This knowledge production research contributes to the literature by reviewing trends in research themes and methodologies over the last 20 years among the articles for which authors use the terminology “marketing.” Employing a thematic review using text network analysis, and an in-depth methodology review, this study finds that nonprofit marketing studies have been shifting to become more subdivided and diversified in terms of research themes and methodologies. However, we also find that there is still room for further development, which we provided recommendations based on the findings. With its findings, this paper provides critical guidance for future studies.     

Can tax regulations moderate revenue diversification and reduce financial distress in nonprofit organizations?

As a result of policies to reduce public deficit, nonprofit organizations have been forced to turn to charitable donations in order to diversify their revenue structure and thus reduce their levels of financial distress. Public administrations have supported this process through tax mechanisms designed to provide a legal framework that will encourage private philanthropy. Our aim is to analyse the role of nonprofit tax regulations in moderating the influence of revenue diversification on insolvency risk. To this end, we drew a sample of 406 nonprofit organizations located in Aragon and Navarre, two European regions with different tax regulations, for the period 2008–2018. Our results reveal that some tax regime requirements, such as the organizational purpose, minimum initial endowment, engagement in commercial activity, and accountability and monitoring standards, have a positive impact on revenue diversification and the reduction of financial distress and vulnerability. However, we also detect differences between regions which suggest that tax harmonization for nonprofit organizations remains a challenge.     

The state-of-the-art and future research directions in bequest fundraising by nonprofit organizations: A systematic literature review

The topic of fundraising is garnering increased attention from nonprofit practitioners due to the worldwide growth of the nonprofit sector and the subsequent competition for private funds. Despite this surge, academic literature on fundraising and bequest fundraising, in particular, has remained mainly limited to narrow aspects of the discipline. Based on a systematic review of literature published over the past 25 years, we synthesize various research perspectives into a comprehensive framework of studies linking the different issues highlighted by the authors. The purpose of this article is to consolidate the state of academic research on bequest fundraising by not-for-profit organizations. The literature review underscores how research efforts have not paid much attention to bequest fundraising from the NPO's perspective, although as it has become an increasingly important source of income for charitable organizations. The majority of studies focus on the Donor's perspective, striving to understand what drives the desire to leave a charitable bequest. The findings of the SLR show a gap in the knowledge of NPOs' internal mechanisms concerning the particular topic of charitable bequests; from these insights, the future research directions are proposed.     

Donor advised funds: Ethical issues on the new frontier of philanthropy

This paper analyzes critical ethical and legal issues related to the administration and use of Donor Advised Funds for charitable fundraising in American philanthropy. With the swift and profound reshaping of the philanthropic landscape caused by Donor Advised Funds, the mainstream charitable world continues to both digest how these changes affect their work and address the myriad of legal, ethical and donor/public relations issues that arise in connection with gifts to and distributions from them. This paper discusses the most relevant legal and ethical principles governing the sponsorship of, receipt from and contribution to Donor Advised Funds, sets forth the significant legal and ethical issues faced by each of these parties, and finally, puts forth recommendation for them to follow.     

Donor recognition: A double-edged sword in charitable giving

Previous studies discover confounding results on how donor recognition affects individual charitable giving. To answer the questions of how different donor recognition schemes affect individual giving and what type is more effective as a marketing strategy to meet different fundraising goals, we conducted a field experiment in China with three donor recognition types: voluntary, involuntary, and mandatory donor recognition. We used social media to recognize donors and verified the field experiment results with naturally occurring data. We observed similar behavioral patterns in both samples. The results of this study explain the mixed results from previous studies, suggesting that there is no one-size-fits-all approach for recognizing donors. Decision makers of nonprofit organizations need to select the appropriate type of donor recognition based on their fundraising goals.     

Does it pay to pray? Religious nonprofits and funding

This study examines whether religious identity has an impact on two types of funding, donations and government grants, received by nonprofit organizations. We argue that religious nonprofits attract more donations because (1) donors feel an affinity or special tie to religious organizations and/or (2) donors regard religious organization as having good stewardship. Using 54,917 organization-year observations we find that 18% of the largest U.S. nonprofit organizations have some religious identity and that these organizations receive more donations than their non-religious counterparts. We further find that the association is more pronounced for nonprofits in more religious geographic areas, those with unrestricted donations, and organizations with better stewardship. Conversely, we find that government grants are negatively associated with religious identity, a result consistent with the separation between church and state established under U.S. law and tradition. This negative relationship, however, is mitigated for nonprofits with better stewardship. Our results should be of interest to donors and policymakers who seek to understand the impact of religion on nonprofit funding as well as the role of donor affiliation and stewardship in the fundraising process.     

Farmers’ organizations and sustainable development: An introduction

This special issue features 14 new research papers investigating the role of farmers’ organizations (e.g., collective action, self-help groups, producer companies/organizations, and cooperatives) in supporting sustainable development. The key findings include: (1) farmer groups and cooperatives promote farmers’ adoption of good farm management practices, new agricultural technologies and sustainable farming practices, although not substantially improving farm yield; (2) outsourcing services provided by agricultural cooperatives help to increase the technical efficiency of crop production; (3) cooperative membership enhances members’ bargaining power and enables them to sell their products at higher prices; (4) cooperatives motivate rural laborers to work in off-farm sectors, while self-help groups empower rural women in decision-making; (5) internet use improves agricultural cooperatives’ economic, social, and innovative performances; (6) direct administrative intervention supporting cooperative development may lead to the emergence of shell cooperatives; (7) participation in forest farmer organizations enables wood value chain upgrading; (8) increasing the cooperative size in terms of income, equity, and assets increases the profitability of savings and credit cooperatives; and (9) creating cross-border cooperation between cooperatives generates benefits for all parties involved. These findings can inspire the design of policies aimed to support farmers’ organizations in achieving sustainable development goals.     

国际组织视角的自然资源分类体系浅议

迄今国际上尚无关于自然资源分类的统一方案。各国际组织依据各自的工作特点及对所涉及自然资源治理的需要,制定了不同的分类标准和方法体系。文章梳理了全球7个重要国际组织的自然资源分类方案,研究其出台背景、分类原则、治理目标及其有效性,并针对我国自然资源分类还未形成统一意见的现状,在不同角度、不同目标、不同利用部门形成的多种分类体系的基础上,探讨提出适合我国国情的自然资源分类三维框架。     

Evaluation in nonprofit organizations: A defense of perception as a managerial and scientific tool

Nonprofit organizations (NPOs) are subject to multiple pressures from their stakeholders. Stakeholders are at the same time the target of the organization's mission, the evaluators, the providers of resources and the demanders. This article is an essay that defends reciprocal perception as a managerial tool. The proposed intellectual path leads to the revalorization of stakeholder perception as a very useful practical and scientific tool for the management and study of NPOs. However, perception has limitations that the introduction of the concept of reciprocity can address.     

Systematic literature review on entrepreneurial orientation in nonprofit organizations – Far more than business-like behavior

While entrepreneurial orientation (EO) in nonprofit organizations (NPOs) is often considered as another business-like behavior, the present systematic literature review changes this perspective by revealing that the construct refers to several specific third sector organizations' qualities and leverages financial and mission goals simultaneously. EO as a strategic posture of organizations is already well established in management and strategy literature whereas corresponding insights in NPOs are indeed expanded, but fragmented. To develop this research stream, a systematic literature review was conducted, that analyses the results of 76 studies about EO in NPOs. Besides describing current findings, this paper generates a comprehensive overview of applied constructs, drivers influencing EO, and goals promoted by this strategic posture. The context-specific modification of the construct leads to the presumption that EO does not predominantly target business-like initiatives, but holds a lot of potential meeting NPO's core challenges, such as the fulfillment of various stakeholders' expectations or diverse resources acquisition. The discussion elaborates to what extent EO serves as a viable alternative to highly discussed third sector developments of business approximation.