Go to Course<\/a><\/div>\n\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-what-you-ll-learn\"><strong>What You\u2019ll Learn<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What marketing is within the nonprofit environment<\/li>\n\n\n\n<li>About the service-intensive nature of nonprofit program activities<\/li>\n\n\n\n<li>How the marketing mix is expanded for service products (the Three Ps of Services Marketing)<\/li>\n\n\n\n<li>The importance of customer satisfaction and how expectations play a role in satisfaction with service products<\/li>\n\n\n\n<li>The role of ethics in nonprofit marketing<\/li>\n\n\n\n<li>The importance of a nonprofit marketing plan, and how target markets can be identified for donors<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//AMA-PCM-3-CEU-Badge-2.png?w=350\%22 alt=\"\" class=\"wp-image-119130\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-about-the-course\"><strong>About the Course<\/strong><\/h2>\n\n\n\n<p>When we think of marketing, we typically think of the activities that a for-profit company engages in. However, marketing is an important function for nonprofit organizations as well. Effective marketing is how nonprofit organizations determine the needs of their clients and their donors. <\/p>\n\n\n\n<p>As in the for-profit world, nonprofit marketing includes advertising, promotion, public relations, and customer relationship management. This course examines how nonprofits use marketing to publicize their mission and to gather contributions of time and money. The course also discusses marketing planning in the nonprofit organization.<\/p>\n\n\n\n<p>Skill Level: Beginner<\/p>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n\n\n","post_title":"Principles of Marketing for Nonprofit Organizations","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"principles-of-marketing-for-nonprofit-organizations","to_ping":"","pinged":"","post_modified":"2024-08-21 08:50:36","post_modified_gmt":"2024-08-21 13:50:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=165139","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":165109,"post_author":"168509","post_date":"2024-08-01 11:44:38","post_date_gmt":"2024-08-01 16:44:38","post_content":"\n\n\n<h2 class=\"wp-block-heading\" id=\"h-social-media-for-nonprofits\">Social Media for Nonprofits<\/h2>\n\n\n\n<p>Effective use of social media as a marketing tool is often essential for nonprofits to get attention in this digital world.<\/p>\n\n\n\n<p class=\"has-small-font-size\">Beginner | 5 Hours | 21 Modules<\/p>\n\n\n\n<p><strong>$99 for non-members | or $79 for members<\/strong><\/p>\n\n\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-access-your-course\">Access Your Course<\/h2>\n\n\n\n<p>Thank you for purchasing our Social Media for Nonprofits Training. Just click below to get started.<\/p>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//lms//social-media-for-nonprofits///">Go to Course<\/a><\/div>\n\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-what-you-ll-learn\"><strong>What You\u2019ll Learn<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How social media can be used to better engage a nonprofit's audience<\/li>\n\n\n\n<li>Key questions nonprofits should consider as they become involved in social media<\/li>\n\n\n\n<li>Strengths and weaknesses of Facebook, LinkedIn, Twitter, YouTube, Pinterest and other social media platforms<\/li>\n\n\n\n<li>Costs involved in social media<\/li>\n\n\n\n<li>Importance of establishing social media policies for your nonprofit<\/li>\n\n\n\n<li>Measurement of social media effectiveness in communicating messages and in fundraising<\/li>\n\n\n\n<li>Tools and techniques for successful social media use by a nonprofit<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//01//AMA-PCM-5-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-143929\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 5 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-about-the-course\"><strong>About the Course<\/strong><\/h2>\n\n\n\n<p>Effective use of social media as a marketing tool is often essential for nonprofits to get attention in this digital world. This course introduces learners to the use of social media in communicating, marketing, public relations, and fundraising for nonprofits. It explores the major social media platforms (Facebook, LinkedIn, Twitter, YouTube, Pinterest) as vehicles for nonprofits to reach their members, volunteers, and donors.<\/p>\n\n\n\n<p>Skill Level: Beginner<\/p>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n\n\n","post_title":"Social Media for Nonprofits","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"social-media-for-nonprofits","to_ping":"","pinged":"","post_modified":"2024-08-01 11:52:51","post_modified_gmt":"2024-08-01 16:52:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=165109","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":116094,"post_author":"109914","post_date":"2023-03-13 15:48:20","post_date_gmt":"2023-03-13 15:48:20","post_content":"\n\n\n<h2 class=\"wp-block-heading\" id=\"h-certificate-in-nonprofit-management\">Certificate in Nonprofit Management<\/h2>\n\n\n\n<p>Be introduced to nonprofit organizations' challenges and gain insight into applying critical concepts to your organization.<\/p>\n\n\n\n<p class=\"has-small-font-size\"><strong>Hosted by MindEdge<\/strong><\/p>\n\n\n\n<p class=\"has-small-font-size\">Beginner | Certificate Program | 11 Courses<\/p>\n\n\n\n<p><strong>$699<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////catalog.mindedge.com//ama//suites//29710//certificate-in-nonprofit-management/" target=\"_blank\" rel=\"noreferrer noopener\">GET STARTED<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"has-small-font-size\"><em>You will leave ama.org to make this purchase.<\/em><\/p>\n\n\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\">Skills You\u2019ll Gain<\/h2>\n\n\n\n<p><span class=\"lozenge\">Nonprofit Management<\/span> <span class=\"lozenge\">Grant Writing<\/span> <span class=\"lozenge\">Fundraising<\/span> <span class=\"lozenge\">Social Media Marketing<\/span> <span class=\"lozenge\">Leadership<\/span><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\">What You\u2019ll Learn<\/h2>\n\n\n\n<ul>\n<li>Explain the uses and functions of nonprofit budgeting<\/li>\n\n\n\n<li>Analyze a nonprofit operating budget through variance analysis<\/li>\n\n\n\n<li>Explain the reasons why people volunteer and how nonprofits can make volunteer programs more successful<\/li>\n\n\n\n<li>Discuss different models for organizing a nonprofit board<\/li>\n\n\n\n<li>Explain different approaches for recruiting and filling a nonprofit board<\/li>\n\n\n\n<li>Discuss the pros and cons of large versus small boards<\/li>\n\n\n\n<li>Explain why nonprofit boards form committees<\/li>\n\n\n\n<li>Discuss typical nonprofit board and staff interactions<\/li>\n\n\n\n<li>Describe how nonprofits can develop and maintain a strong volunteer base<\/li>\n\n\n\n<li>Describe the key concepts related to nonprofit fundraising, such as annual campaigns, capital campaigns, and planned giving<\/li>\n\n\n\n<li>Discuss how nonprofit funds can be raised through direct mail and telemarketing<\/li>\n\n\n\n<li>Explain how the Internet and social media channels may be used to generate donations<\/li>\n\n\n\n<li>Compare and contrast fundraising through corporate donations versus foundation grants<\/li>\n\n\n\n<li>Explain the different sections of a grant application<\/li>\n\n\n\n<li>Describe methods for evaluating annual campaign performance<\/li>\n\n\n\n<li>Discuss how ethics applies to nonprofit fundraising<\/li>\n\n\n\n<li>Explain the importance of donor relations<\/li>\n\n\n\n<li>And much more<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//Certificate-Bundle-Icon-Option-1.png?w=1000\%22 alt=\"\" class=\"wp-image-116635\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p class=\"has-text-align-left\">Prove your skills! When you finish this course, you'll get a <strong>certificate of completion<\/strong> to show your current boss and future employers your commitment to keeping your knowledge up-to-date.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-course-overview\">Course Overview<\/h2>\n\n\n\n<p>This online certificate program introduces you to key current management issues for nonprofit organizations. Fundraising, board and volunteer development, budgeting, reading financial statements, leadership, marketing, and setting strategic direction are all addressed! In addition, video commentary on these crucial topics will give you insight into how nonprofit professionals apply key concepts in their organizations.<\/p>\n\n\n\n<p>After completing all the courses, you will engage in a simulation to test the concepts covered in the course.<\/p>\n\n\n\n<p>Skill level: Beginner<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-left\" id=\"h-learning-format\">Learning Format<\/h4>\n\n\n\n<p class=\"has-text-align-left\">Each 3 to 5-hour, self-paced course offers an assortment of interactive exercises, videos, selected readings, case studies and self-assessments that will help you practice effective decision-making in a nonprofit setting.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-courses-included-in-this-certificate\">Courses Included in This\u00a0Certificate<\/h2>\n\n\n\n\n\n<p>If you're involved in a nonprofit organization, you likely know all too well the importance of budgeting. In this course, you will gain an understanding of the uses and functions of budgets and the relationship between strategic budgeting and tactical budgeting. You will also learn about the organization-wide budget and different budget systems. After introducing the basics of budgeting in a nonprofit, the course continues on to slightly more advanced budgeting topics such as capital budgets, cash flow budgets, and opportunity budgets. You will also learn how nonprofit organizations are using different budgeting techniques to handle operating challenges.<\/p>\n\n\n\n\n\n<p>Understanding what the numbers say about the health of your nonprofit is critical to being able to manage the organization successfully. This course will develop your ability to appropriately interpret the major financial accounting statements that are used by nonprofit organizations. You will gain an understanding of the types of financial statements that are used by nonprofit organizations, and how they differ from for-profit financial reporting. Also, the course demonstrates the power and limitations of accounting information in assessing financial performance and decision-making. You will also learn the uses of financial statement analysis, or ratio analysis for nonprofit organizations.<\/p>\n\n\n\n\n\n<p>The success of any nonprofit organization can rely on the quality of its leadership. You know a good leader when you see one, but how can you become one? This course begins by examining leadership theories as well as key qualities and ethics within leadership. After establishing this foundation, the course focuses on leadership in the nonprofit sector, including the leadership shortage and possible solutions.<\/p>\n\n\n\n\n\n<p>Volunteers are the lifeblood of most nonprofit organizations. And board members are a special type of volunteer, helping to guide the direction of a nonprofit, promote the organization in the community, and ensure that the nonprofit's mission is fulfilled. Learning how best to manage the board and other volunteers is a critical part of nonprofit management. This course covers the fundamentals of board and volunteer development as well as recruiting, effective communication, and retention.<\/p>\n\n\n\n\n\n<p>When we think of marketing, we typically think of the activities that a for-profit company engages in. However, marketing is an important function for nonprofit organizations as well. Effective marketing is how nonprofit organizations determine the needs of their clients and their donors. As in the for-profit world, nonprofit marketing includes advertising, promotion, public relations, and customer relationship management. This course examines how nonprofits use marketing to publicize their mission and to gather contributions of time and money. The course also discusses marketing planning in the nonprofit organization.<\/p>\n\n\n\n\n\n<p>We hear a lot about successful for-profit companies and the successful strategies they have developed. Even though nonprofit organizations are not concerned with profit maximization, they too can benefit from following a strategy. A nonprofit's strategy constitutes its decisions about what it will do and how it will do it. Nonprofit managers are critical to successfully implementing strategy since they are responsible for carrying out the actions that will support it. By understanding a nonprofit's strategy and how it helps the organization fulfill its mission, a manager can do a better job implementing the strategy.<\/p>\n\n\n\n\n\n<p>A capital campaign raises money that a nonprofit organization uses for any physical asset, such as purchasing or renovating a building. It's a critical part of managing in the nonprofit sector. This introductory-level course covers the key terminology and practices surrounding running a successful capital campaign within a nonprofit organization. You will learn about the phases of conducting a capital campaign (evaluation, feasibility study, organization, solicitation, and post-campaign activities) as well as how to avoid common pitfalls in capital campaigns.<\/p>\n\n\n\n\n\n<p>Writing grants is often a critical part of gaining funding for any nonprofit organization's mission. Strategic grant writing aligns the needs of a nonprofit with funding sources, whether foundations, government agencies, corporations, or individuals. This introductory-level course offers a guide to the basics of grant writing. The course explores the relationship between grant writing and an organization's strategy for fundraising. It also outlines the six stages of grant writing and highlights grant writing best practices.<\/p>\n\n\n\n\n\n<p>There are many differences between nonprofit organizations and for-profit organizations. Before delving into the details of nonprofit management, this course serves as a critical introduction to the fundamentals of nonprofit organizations. You will gain an understanding of the nonprofit sector and the issues that leaders face in this exciting and growing field. You will also be exposed to the major areas of responsibility for nonprofit leaders, including strategy, managing employees and volunteers, fundraising, grant writing, board governance, marketing, innovation, and social media.<\/p>\n\n\n\n\n\n<p>Effective use of social media as a marketing tool is often essential for nonprofits to get attention in this digital world. This course introduces learners to the use of social media in communicating, marketing, public relations, and fundraising for nonprofits. It explores the major social media platforms (Facebook, LinkedIn, Twitter, YouTube, Pinterest) as vehicles for nonprofits to reach their members, volunteers, and donors.<\/p>\n\n\n\n\n\n<p>Fundraising is one of the central activities of a nonprofit organization and nonprofit management. To help finance operating budgets, nonprofits must raise money every year. In addition, special projects and improvements to facilities may be needed. In these situations, fundraisers will often launch large capital campaigns or apply for foundation grants. This course offers an introduction to fundraising for nonprofit organizations, with an emphasis on the fundamental issues.<\/p>\n\n\n<\/div>\n\n\n\n\n\n\n\n\n\n\n","post_title":"Certificate in Nonprofit Management","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"certificate-in-nonprofit-management","to_ping":"","pinged":"","post_modified":"2024-08-30 13:10:02","post_modified_gmt":"2024-08-30 18:10:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=116094","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":174294,"post_author":"197365","post_date":"2024-10-29 05:00:00","post_date_gmt":"2024-10-29 10:00:00","post_content":"\n<p>As per Giving USA, <a href=https://www.ama.org/"https:////givingusa.org//giving-usa-u-s-charitable-giving-totaled-557-16-billion-in-2023///" target=\"_blank\" rel=\"noreferrer noopener\">Americans contributed a record $557.16 billion<\/a> to education, religion, human services, public health, and many other causes in 2023.<\/p>\n\n\n\n<p>Traditional charities have historically used celebrity events, galas, public service announcements, and advertisements to solicit contributions. More recently, online crowdfunding platforms like GoFundMe and DonorsChoose have taken another route: By providing a direct connection with potential donors, they have eliminated the need for expensive marketing investments.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241260687/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that project stewards who contribute to their own campaigns within online crowdfunding platforms are significantly more likely to achieve funding success. This practice of self-donation serves as a powerful signaling tool. It highlights the project\u2019s quality and importance, boosts the pace of donations, increases the total amount contributed, and enhances the overall likelihood of reaching funding goals. As nonprofits and educational causes increasingly rely on crowdfunding platforms, our research reveals how self-donation can effectively support these efforts.<\/p>\n\n\n\n<p>Our team analyzed millions of donations on DonorsChoose, a well-known platform where teachers seek funds for classroom supplies, educational projects, and other instructional needs. We discovered that when teachers make visible self-donations to their projects, it strongly signals the project\u2019s value and the teacher\u2019s commitment. Our findings underscore that the effectiveness of self-donation is not solely about the amount contributed but also about the timing and visibility of these donations.<\/p>\n\n\n\n<p>By investing their own money into their projects, teachers are more likely to attract additional support. This is particularly important for early-stage projects or for teachers who are new to the platform and have yet to build a reputation. A well-timed and visible self-donation at the start of a campaign can significantly increase the likelihood of reaching the funding goal. We also find that larger self-donations prove more effective in achieving fundraising goals. Further, projects involving a self-donation are more likely to send impact letters to donors to provide additional, yet indirect, evidence of the correlation between quality and self-donation.<\/p>\n\n\n\n<p>Platforms should encourage project stewards to make visible self-donations as a means of improving the matching efficiency between donors and high-quality projects. This could involve highlighting self-donations on project landing pages or recommending projects based on the donor's behavior. Such strategies could boost overall campaign success rates, benefiting both teachers and the students they serve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-viable-fundraising-strategy\"><strong>A Viable Fundraising Strategy<\/strong><\/h2>\n\n\n\n<p>The implications of our study extend to the broader educational community. School administrators and district leaders should encourage teachers to use self-donation as a fundraising strategy. In an era of tight school budgets, empowering teachers with effective fundraising tools can significantly enhance the quality of education that students receive. From the perspective of crowdfunding platforms like DonorsChoose, supporting and facilitating self-donation could improve the overall effectiveness of their services.<\/p>\n\n\n\n<p>Our findings extend beyond the educational sector. The principle of self-donation can be applied in various contexts, including political campaigns and corporate social responsibility (CSR) initiatives. For instance, political candidates often contribute their own funds to signal their dedication, and companies publicly donate a portion of their profits to enhance their reputations. In each case, self-contribution acts as a powerful indicator of commitment and quality and tends to influence the behavior of others.<\/p>\n\n\n\n<p>Platforms might develop features that make it easier for project stewards to make visible self-donations or to highlight these contributions to potential donors. Additionally, providing guidelines or best practices for teachers on strategically timing their self-donations could maximize impact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\">Lessons for Chief Marketing Officers<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The visibility of self-donations is crucial for fundraising. Individuals and organizations should be aware of the risks of anonymous self-donations.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The frequency, recency, and amount of self-donations should be carefully planned to maximize their impact on fundraising success. Ideally, a single self-donation at the project\u2019s outset can optimize its funding prospects.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Platforms can highlight self-donations on the project landing page and encourage self-donations during the donation process to increase the project funding rate.<\/li>\n<\/ul>\n\n\n\n<p>Our research offers valuable insights for teachers, crowdfunding platforms, and other stakeholders involved in online fundraising. By leveraging self-donation as a signaling mechanism, educators can increase their chances of successfully funding their projects, thus enhancing educational experiences for their students. Crowdfunding platforms can improve their services by supporting and promoting self-donation strategies. We encourage all stakeholders to incorporate these findings into their practices to create more successful and impactful fundraising campaigns.<\/p>\n\n\n\n<p>The effects of self-donation may vary in more complex contexts where funds go directly to fundraisers and could raise moral concerns. We encourage scholars to extend our theory by examining the impact of self-donations in other contexts. Future research may also study the dynamic interactions among donors during the donation process.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Zhuping Liu, Qiang Gao, and Raghunath Singh Rao, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241260687/" target=\"_blank\" rel=\"noreferrer noopener\">Self-Donations and Charitable Contributions in Online Crowdfunding: An Empirical Analysis<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Do Self-Donations Work in Fundraising? A New Study Finds That Creators Who Contribute Their Own Funds See Better Results","post_excerpt":"This Journal of Marketing study shows how self-donation, in which project creators invest their own money into their initiatives, makes projects significantly more likely to achieve success on crowdfunding platforms.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"do-self-donations-work-in-fundraising-a-new-study-finds-that-creators-who-contribute-their-own-funds-see-better-results","to_ping":"","pinged":"","post_modified":"2024-10-29 09:54:57","post_modified_gmt":"2024-10-29 14:54:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=174294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":162005,"post_author":"186496","post_date":"2024-07-09 05:02:00","post_date_gmt":"2024-07-09 10:02:00","post_content":"\n<p>Volunteers stand as vital pillars in the operation and survival of nonprofit organizations. Across the globe, over 850 million volunteers give their time to support a variety of causes, according to a 2021 report by United Nations Volunteers.<\/p>\n\n\n\n<p>Traditionally, volunteers were thought to be motivated by the altruistic act of giving, and many chose nonprofits due to a strong sociocultural fit and personal convictions. However, volunteers now interact differently with brands in the nonprofit sector. Individuals devote fewer hours to their causes and want flexible schedules. They seek opportunities for personal growth and pick activities with potential work-related benefits. These new volunteers often show a weaker sense of affiliation with organizations.<\/p>\n\n\n\n<p>This raises an important question: How can organizations effectively cultivate relationships with volunteers whose interests and motivations are shifting?<\/p>\n\n\n\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241253193/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that entertaining more distant relationships can mutually benefit nonprofit organizations and volunteers. Drawing on an in-depth analysis of the Red Cross in Vienna, Austria, our research demonstrates that organizations can effectively manage both traditional and new types of volunteers by adopting tailored relationship management practices.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-relationship-growth-for-traditional-volunteers\"><strong>Relationship Growth for Traditional Volunteers<\/strong><\/h2>\n\n\n\n<p>Nonprofit brands continue to need the vision, commitment, and initiative of traditional, growth-oriented volunteers who provide the backbone of organizational activities. To allow these relationships to thrive, managers should focus on a solid material presence.<\/p>\n\n\n\n<p>Nonprofits should establish a physical infrastructure so that volunteers can gather, socialize, and bond. Managers should provide training and competence-building activities to assist the intensification of the brand relationship. They should supply branded clothing to facilitate easy visual identification of members and communicate with members by leveraging high quality content such as exclusive print magazines.<\/p>\n\n\n\n<p>In addition, managers need to carefully create documentation that clearly presents the brand\u2019s history and values as well as provide a comprehensive and clear description of what volunteering entails in terms of expectations and duties. Communicating a compelling narrative consistently throughout the volunteer's journey is crucial to sustain the path of growth and intensification.<\/p>\n\n\n\n<p>These brand relationship practices will enable volunteers to ascend, over time, to strategic roles within the organization, including mentoring and training of future generations of volunteers. These growth-oriented volunteers, when supported with the right managerial practices, progressively become practice champions and thus constitute valuable assets for the organization.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-activating-new-volunteers\"><strong>Activating New Volunteers<\/strong><\/h2>\n\n\n\n<p>New volunteers seek flexibility and opportunity; they help out when they have time and when the task fits their agenda. Adopting a pragmatic approach to the relationship is crucial for nonprofit organizations. This involves accepting a certain degree of distance to and from these volunteers, who may be less emotionally attached to the organization, and respecting their desire for intermittent engagement. What matters is not their unwavering loyalty but their existing skills.<\/p>\n\n\n\n<p>Consequently, the managerial focus needs to shift to acquiring and activating volunteers as needed. Organizations should initially build a diverse pool of volunteers whom they can subsequently activate as needed. The key lies in utilizing systems to identify potential volunteers and communicate with those possessing desired characteristics for specific tasks. The integration of a mobile application could greatly facilitate this process.<\/p>\n\n\n\n<p>Such practices will allow nonprofit organizations to deploy the right volunteers, in the right quantity, at the right time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-managers\"><strong>Lessons for Managers<\/strong><\/h2>\n\n\n\n<p>Our research offers insights for nonprofit managers grappling with the management of volunteer relationships. We show the value that lies in distant, non-escalating relationships when managed in symbiosis with classic growth-oriented relationships. Our results point to broader implications for brand relationship management, applicable to both nonprofit and for-profit entities.<\/p>\n\n\n\n<p>Traditional volunteering mirrors consumer\u2013brand relationships in which individuals develop strong ties with brands and often integrate in brand communities. This type of relationship permeates marketing and consumer studies. The new volunteers we study resemble consumers who maintain a more distant and seemingly disinterested relationship with brands that they consume sporadically but regularly, without a desire to intensify the relationship. We call this a \u201cNeither Growing nor Fading\" (NGNF) relationship. NGNF relationships arguably represent a significant proportion of the interactions that consumers typically have with brands, yet there is little research to date that has focused on them.<\/p>\n\n\n\n<p>Here are some strategies for managers to acquire and activate NGNF members:<\/p>\n\n\n\n<ul>\n<li>Actively embrace the new volunteering logic and accept that volunteers become dormant between activations.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Develop partnerships with broadcasters to reach large audiences and communicate the organization\u2019s volunteering story and needs via social media to generate traffic on the organization\u2019s platforms.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Know volunteer needs by identifying volunteer profiles for each specific volunteer job. Identify key skillset information to include in the registration form, such as education and training.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Develop some material element to identify volunteers during their activation (light jackets, baseball caps, etc.). These materials could be lent to volunteers for the duration of their activation.<\/li>\n<\/ul>\n\n\n\n\n\n<p><strong>Source: <\/strong>Verena Gruber and Jonathan Desch\u00eanes, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241253193/" target=\"_blank\" rel=\"noreferrer noopener\">Managing Brand Relationship Plurality: Insights from the Nonprofit Sector<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"The New Paradigm in Volunteering\u2014And How Nonprofits Can Adapt to \"Neither-Growing-nor-Fading\" Brand Relationships","post_excerpt":"A new Journal of Marketing study provides advice for nonprofit managers who need to actively pursue volunteers that seek distance, flexibility, and non-escalating brand relationships.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-new-paradigm-in-volunteering-and-how-nonprofits-can-adapt-to-neither-growing-nor-fading-brand-relationships","to_ping":"","pinged":"","post_modified":"2024-07-09 10:02:09","post_modified_gmt":"2024-07-09 15:02:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=162005","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":116743,"post_author":"153498","post_date":"2023-03-07 05:00:00","post_date_gmt":"2023-03-07 05:00:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//When-to-Use-Facts-vs--Feelings-for-Soliciting-Donations-e23g818/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Firms frequently launch group-buying promotions that offer a discount when a certain number of buyers commit to the deal. Political parties urge millions of voters to rally around a candidate. Organizations ask individuals for donations to collectively reach a financial target.<\/p>\n\n\n\n<p>When campaigns involve efforts from multiple individuals, marketers seek to tailor the message to persuade them to join the campaign. These collective goals require many people to make a one-off contribution, and people can choose to support the goal at any stage of the completion process\u2014while leaving the final outcome in others\u2019 hands. Specifically, people who contribute money to these causes have no past interaction with the collective goal and, in most cases, cannot put in more effort to ensure its eventual success.<\/p>\n\n\n\n<p>Marketers often disclose information about the remaining distance toward completion when soliciting a contribution in a collective campaign. For example, \u201c$0.86 million has been raised to meet the target of $1 million\u201d or \u201c23,000 people have signed a petition that needs 100,000 participants.\u201d As the remaining distance toward completion changes, the effectiveness of different persuasive messages should change accordingly.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231152446/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we examine how marketers can use different messaging to persuade people to contribute to a collective goal. Our research team addresses the specific question of the type of message \u2013 fact-based vs. affected-based \u2013 that is more effective in eliciting participation based on how near the goal is to completion. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Fact-Based vs. Affect-Based Appeals<\/strong><\/h2>\n\n\n\n<p>Seven studies demonstrate that the relative impact of fact-based versus affect-based appeals changes with varying distance to the completion of the collective goal. We find that when the distance to the completion of a collective goal is large, the path to the end remains uncertain. As a result, people who are deciding whether to contribute to the goal may question if and how the collective goal can be accomplished. This consideration tends to be thinking-oriented and reasoning-based (e.g., \u201cIs this feasible?\u201d or \u201cWhat needs to be done?\u201d). Thus, fact-based appeals better match consumers\u2019 thinking-oriented psychological state\u2014and are more effective in persuasion.<\/p>\n\n\n\n<p>By comparison, when the collective goal is nearing completion, people tend to base their decision on whether the goal is valuable and worth contributing to. The value assessment usually involves simulating the outcome and imagining the emotional reaction to reaching the goal, a process that relies on feelings and emotions (e.g., \u201cHow would I feel about being part of this?\u201d). Therefore, when the distance to the collective goal completion is small, affect-based appeals better match consumers\u2019 feelings-oriented psychological state and should be more effective in persuasion.<\/p>\n\n\n\n<p>The findings in this research advance understanding the effectiveness of persuasive messages in the context of collective goals. Because the distance remaining to completing the goal plays a role in consumers\u2019 psychological state, their tendency to follow a persuasive message depends heavily on whether these messages match their psychological state of thinking or feeling. These conditions require marketers to focus on the audience\u2019s situational psychological state and match it to the appropriate persuasive message.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\"><strong>Lessons for Chief Marketing Officers<\/strong><\/h2>\n\n\n\n<p>This research is particularly relevant in today\u2019s marketplace as social media and digital platforms play an increasingly central role in campaigns. Technology not only enables real-time tracking and sharing of information about the progress toward the goal in collective campaigns but also makes it possible for marketers to change the content of persuasive messages midway through the campaign to suit the context and to ensure maximum effectiveness.<\/p>\n\n\n\n<p>Our findings offer the following key insights for marketers trying to elicit more participation in collective goals:<\/p>\n\n\n\n<ul>\n<li>The use of fact-based appeals might be more useful early in a collective campaign, but marketers should consider switching to appeals that focus on feelings as the campaign gets closer to the target. For example, when universities ask for donations from alumni to reach a campaign goal, they should consider fact-based messages such as school ranking, educational performance, and information about student and faculty diversity when the fundraising target is still far away. However, they should switch to affect-based appeals and evoke more emotional elaboration as the total amount gets closer to the target.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Marketers should consider employing an appropriate mix of textual versus visual communication at different stages of their campaigns. Whereas visual illustrations with text and less feeling-based messages may be effective at an early stage of campaigns, marketers may wish to include more affect-rich visuals to evoke stronger emotions to push the goal over the finish line in the more advanced stages.\u2003<\/li>\n<\/ul>\n\n\n\n\n\n<p><strong>From: <\/strong>Liyin Jin, Yajin Wang, and Ying Zhang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231152446/" target=\"_blank\" rel=\"noreferrer noopener\">Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Highlight Facts or Appeal to Feelings? The Psychology of Persuading Consumers to Contribute to a Collective Goal","post_excerpt":"When asking for donations to reach a campaign goal, should you use fact-based messages or appeal to the audience\u2019s feelings? A new Journal of Marketing study explains.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"highlight-facts-or-appeal-to-feelings-the-psychology-of-persuading-consumers-to-contribute-to-a-collective-goal","to_ping":"","pinged":"","post_modified":"2024-01-03 16:44:14","post_modified_gmt":"2024-01-03 22:44:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=116743","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":114278,"post_author":"150359","post_date":"2023-01-31 05:00:00","post_date_gmt":"2023-01-31 05:00:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//The-Secret-to-Fundraising-Let-Donors-to-Choose-How-Their-Money-Is-Spent-e20vsme/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Among the sectors hit hard by the current economic downturn, one is often overlooked: charities. With fears of a global recession, exacerbated by the <a href=https://www.ama.org/"https:////www.oecd.org//economic-outlook//november-2022#energy\" target=\"_blank\" rel=\"noreferrer noopener\">OECD\u2019s announcement<\/a> that Europe must prepare for the worst energy crisis since the 1970s, many charities are struggling for donations. As austerity measures take hold across the globe, many nonprofits, especially small ones, are reevaluating fundraising plans.<\/p>\n\n\n\n<p>Donations accounted for almost 70% of the estimated $470 billion in 2020 revenues for U.S. charities, according to Giving USA. Past research has proposed various strategies to increase individuals\u2019 motivation to donate, such as to distinguish \u201cpure\u201d motives such as altruism from \u201cimpure\u201d motives like seeking to increase one\u2019s reputation. Some researchers have argued that most donors give based on spontaneous affective reactions, such as when moved by identifiable victims.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221148969/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we offer inexpensive strategies to make fundraising campaigns more effective. Our research team finds that allowing donors to choose the charitable project to which their gifts will be dedicated can increase fundraising revenues dramatically. We conducted a series of experiments and a large-scale field study involving more than 40,000 donors to document this effect and understand how it works.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-agency\">The Power of Agency<\/h2>\n\n\n\n<p>Agency is a crucial concept in charitable giving. Donors depend on the charity (the agent) to perform a philanthropic service, and they contribute because they believe in the charity\u2019s mission and its ability to execute it efficiently. Yet it is up to the charity to decide how to spend the collected funds, and there are bound to be instances when charities use funds for purposes not valued by the donors (e.g., overhead). Many donors rely on watchdogs like CharityWatch to inform them about how charities use their money.<\/p>\n\n\n\n<p>We propose that offering donors a greater sense of agency can be a way out. In a series of studies, we find that enhancing donors\u2019 belief that they can control the external world through their actions will motivate them to donate. By allowing donors to choose\u2014or target\u2014a specific charitable project, we offer them a greater sense of control over the allocation of the charity\u2019s resources.<\/p>\n\n\n\n<p>In our experiment, the charity describes three unique projects when sending fundraising requests. Some donors could express their preferences and determine which charitable projects to fund. Other donors did not receive the opportunity to control how the charity should allocate its resources. The interventions, though relatively straightforward to implement, are extraordinarily effective.<\/p>\n\n\n\n<p>We find that donors reacted positively to the opportunity to determine the target of their donation, increasing fundraising revenues by 42%. Our results show that donors experienced a greater \u201csense of agency\u201d when they could tell the charity what to do with their money.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Value of Loyalty<\/h2>\n\n\n\n<p>Our research also unveils another vital insight for fundraising managers: Not all donors value the opportunity to decide how charities should spend their budget. Those who do care are the most loyal, active, and generous donors, and those who do not have strong habits. For example, donors who give exclusively during the holiday seasons or give a fixed amount every month do not react much to the opportunity to choose a specific charitable project.<\/p>\n\n\n\n<p>Our findings offer two key takeaways for charities:<\/p>\n\n\n\n<ul>\n<li>Rather than sending solicitation requests to all donors, charities can design a more effective fundraising campaign when contacting a select set of donors and only offering a subset of them the possibility to decide which project their gift will fund.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Because the more engaged donors (as captured by a longer tenure and\/or larger, more recent, more frequent, and less clumpy gifts) were particularly responsive to our experiments, we suggest focusing on these donors.<\/li>\n<\/ul>\n\n\n\n<p>For those managing a charity and overseeing fundraising activities, here are some lessons to optimize the next campaign:<\/p>\n\n\n\n<ol style=\"list-style-type:1\">\n<li>Consider empowering your donors by having them decide what project they want to fund, but only do this for your most engaged donors.<\/li>\n\n\n\n<li>Determine which donors appreciate being in control of projects to fund. For example, let one random half of your donors choose a charitable project and contact the other half, but do not let them choose. Comparing donations across these conditions will identify whom to contact with what type of request in future fundraising campaigns.<\/li>\n\n\n\n<li>Learn more about how to leverage such data to optimize your next campaign by checking our open-science repository at <a href=https://www.ama.org/"https:////osf.io//4nzsw///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/osf.io\/4nzsw\/<\/a>. The code will allow you to determine which donor to target and what to communicate to them to maximize the chance of donations.<\/li>\n<\/ol>\n\n\n\n<p><a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221148969/" target=\"_blank\" rel=\"noreferrer noopener\">Read the full article<\/a>.<\/p>\n\n\n\n<p><strong>From: <\/strong>Emilie Esterzon, Aur\u00e9lie Lemmens, and Bram Van den Bergh, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221148969/" target=\"_blank\" rel=\"noreferrer noopener\">Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity<\/a>,\"<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Empowering Donors: A Revolutionary Approach to Fundraising Success","post_excerpt":"A new Journal of Marketing study shows that letting donors decide which project to fund can boost fundraising revenues by more than 40%.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-secret-to-fundraising-allow-donors-to-choose-how-their-money-is-spent","to_ping":"","pinged":"","post_modified":"2024-07-10 10:16:58","post_modified_gmt":"2024-07-10 15:16:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=114278","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":97859,"post_author":"129780","post_date":"2022-03-30 05:02:00","post_date_gmt":"2022-03-30 05:02:00","post_content":"\n<p>Individual giving is the biggest part of giving in the U.S., making up 69% of total contributions in 2019. However, charitable organizations worldwide are challenged by the task of effectively encouraging individuals to contribute to charitable campaigns. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221081506/" target=\"_blank\" rel=\"noreferrer noopener\">recent <em>Journal of Marketing <\/em>article<\/a> has shown that framing charitable giving as gifts rather than donations significantly increases solicitation effectiveness. <br> <br>Charitable giving is traditionally termed as \u201cdonations,\u201d whereas an increasing number of charity organizations have recently started to semantically frame charitable giving as \u201cgifts.\u201d Our research team analyzed the wording of charitable appeals that appeared on the solicitation pages of the 100 largest U.S. charities. We found that donation framing as \u201cdonation\u201d and \u201cdonations\u201d and gift framing as \u201cgift\u201d and \u201cgifts\u201d are indeed the two most common semantic framings used by charities. <br> <br>Yet charity organizations\u2019 decision to use donation framing or gift framing appears quite random, as if the two are interchangeable. For instance, Feeding America and Food for the Poor require donors to indicate their gift amount, whereas Feed the Children and Good 360 ask donors to indicate their donation amount. Apparently, charity organizations have not fully grasped the impact of framing charitable giving as gifts or donations on the effectiveness of their solicitation campaigns. <br> <br>To fill this knowledge gap, our research team investigated whether the new gift framing results in more charitable contributions than the traditional donation framing. In addition, we are interested in what the underlying mechanism is if the effect indeed exists and under which circumstances gift framing is more effective than donation framing. <br> <br>Through six studies, we find that framing charitable giving as gifts rather than donations not only increases donors\u2019 intention to contribute, but also enhances their real contributions. This happens because framing charitable giving as gifts rather than donations makes donors feel psychologically closer to beneficiaries.<br> <br>For example, in our third study we collaborated with a company to organize a charitable campaign about contributing books to poor village students and we measured employees\u2019 actual charitable contributions. Specifically, one half of employees received a solicitation email adopting gift-related words, while the other employees received a solicitation email using donation-related words. We found that the employees assigned to a gift-framed email not only were more willing to contribute, but also actually contributed more books than those assigned to a donation-framed email. <br> <br>The findings of this research provide substantive practical implications to policy makers, marketers, and charity organizations by identifying a quite simple and highly actionable strategy to promote charitable giving. Charity marketers often use donation framing and gift framing interchangeably in their advertisements in an apparent underestimation of their differences. We suggest that gift framing is a more effective strategy for soliciting contributions. <br> <br>Although more and more charities have started to use gift framing in their daily practice, the best way to employ this strategy remains largely opaque to them. In our first study, we found that jointly using both donation and gift framings weakened the effectiveness of gift framing in promoting charitable giving. Therefore, we suggest that when charities use gift framing in their appeals, they should avoid the use of donation-related words. <br> <br>In addition, charitable marketers should be aware that the effectiveness of framing charitable giving as gifts rather than donations varies across beneficiaries and donors. Based on findings of our fifth and sixth studies, marketers can benefit from framing charitable giving as gifts when soliciting contributions for general or distant beneficiaries, or from donors with a low need for status. However, this strategy may be less effective when soliciting contributions for beneficiaries who are physically or psychologically close to donors, or from donors who see social distance as desirable. <\/p>\n\n\n\n<p><a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221081506/" target=\"_blank\" rel=\"noreferrer noopener\">Read the full article<\/a>. <\/p>\n\n\n\n<p><strong>From: <\/strong>Phyllis Wang, Yijie Wang, and Yuwei Jiang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221081506/" target=\"_blank\" rel=\"noreferrer noopener\">Gift or Donation? Increase the Effectiveness of Charitable Solicitation through Framing Charitable Giving as Gift<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Framing Charitable Donations as Gifts [Fundraising Strategies]","post_excerpt":"Here\u2019s a simple and no-cost way to drive charity fundraising: Ask for a gift, not a donation.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"gift-or-donation-increase-the-effectiveness-of-charitable-solicitation-through-framing-charitable-giving-as-gifts","to_ping":"","pinged":"","post_modified":"2024-07-02 09:46:32","post_modified_gmt":"2024-07-02 14:46:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=97859","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":120392,"post_author":"12","post_date":"2023-04-11 22:21:30","post_date_gmt":"2023-04-11 22:21:30","post_content":"\n<p><em>By Karen Page Winterich and Americus Reed II<\/em><\/p>\n\n\n\n<p><strong>Individual charitable giving in the United States reached a record high of <a href=https://www.ama.org/"https:////philanthropy.iupui.edu//news-events//news-item//giving-usa-2021:-in-a-year-of-unprecedented-events-and-challenges,-charitable-giving-reached-a-record-%24471.44-billion-in-2020.html?id=361\%22>$324.1 billion in 2020<\/a>, growing 2.2% from 2019 during a year beset by a global pandemic and racial turmoil. The donations, however, were split among more than <a href=https://www.ama.org/"https:////independentsector.org//about//the-charitable-sector///">1.5 million nonprofit organizations<\/a>, all competing for dollars, time, and other gifts.<\/strong><\/p>\n\n\n\n<p>Individual nonprofits might be lucky to launch one successful charity campaign, such as the viral ALS Ice Bucket Challenge. Most simply seek to maintain steady donations year-over-year.<\/p>\n\n\n\n<p>To boost their donation rate, nonprofits must ensure potential donors identify with their charitable appeals. The following five research-based strategies can allow nonprofits to use identity to increase charitable donations and remove the guesswork from their campaigns.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Make It Moral<\/h2>\n\n\n\n<p>Extensive research has shown that social identities, the categories into which people place themselves based on profession, gender, family, and religion, influence behavior. Individuals also have moral identities, which define the extent to which traits like being kind are important to them.<\/p>\n\n\n\n<p>Research has found that moral identity affects charitable giving. <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jmkg.71.1.178/">Reed, Aquino, and Levy (2007)<\/a> find that those reporting a strong moral identity believe giving time is more ethical than giving money. Importantly for nonprofits, even consumers not consistently valuing moral traits can shift donation patterns when the traits are made salient, such as in donation appeals referencing kindness and compassion.<\/p>\n\n\n\n<p>In their 2007 study, Reed and colleagues found individuals were 458% more likely to donate time than money when the researchers made moral traits salient by asking participants to donate to a moral organization, such as the American Red Cross.<\/p>\n\n\n\n<p>In a recently published <em>Journal of Marketing Research<\/em> study<em>, <\/em><a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1177//0022243719892592/">Shang et al. (2020)<\/a> found donating reduced the gap in participants\u2019 desired level of moral identity versus what they perceived as their actual moral identity. The change subsequently increased participants\u2019 donation amount.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Gender Matters<\/h2>\n\n\n\n<p>In Shang and colleagues\u2019 2020 research, eliciting moral identity in donation appeals boosted giving among males and females differently. Women, socialized to be communal, nurturing, and interdependent, tended to find giving reinforced their moral identity more than it did for men. In a field experiment, women calling into a nonprofit radio station fundraiser increased donations by 21% on average when the experimenter answering the phone said, \u201cThank you for being a caring and helping [station name] member.\u201d<\/p>\n\n\n\n<p>Gender also affects donation targets. Because women tend to place greater importance on relationships than men do, they typically show moral regard to a broader circle. <a href=https://www.ama.org/"https:////doi.org//10.1086//596720/">Winterich, Mittal, and Ross (2009)<\/a> found women therefore donated more than men to outgroup individuals. The researchers asked American study participants to donate to Indian Ocean Tsunami victims or Hurricane Katrina victims or make no donation. Women with a self-reported strong moral identity donated nearly twice as much to the outgroup Tsunami victims than did men with a self-reported strong moral identity. Both men and women donated equally to Hurricane Katrina victims. Nonprofits must therefore align their donation appeals with their targets, heightening moral identity particularly among women when the recipient may be perceived as an outgroup.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hit a Moving Target<\/h2>\n\n\n\n<p>Nonprofits sometimes find it challenging to encourage consumers in developed countries, such as the United States, to donate to individuals in developing countries. However, <a href=https://www.ama.org/"https:////academic.oup.com//jcr//article//47//6//878//5936532/">Wang, Kirmani, and Li (2021)<\/a> recently found the number of residential moves a person makes in a given period of time can increase outgroup donations.<\/p>\n\n\n\n<p>When the researchers asked U.S. residents to donate to hungry children in another country, participants who had moved donated 40% more than did those who had never moved. The researchers suggest the increase occurred because consumers with great mobility have a strong global identity, seeing themselves as world citizens and donating accordingly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Match Identities<\/h2>\n\n\n\n<p>Just as individuals donate more to ingroups than outgroups, donors are more likely to give when they identify with a charity than when they do not. For example, university students in one study were more likely to purchase a product when it precipitated a donation to a local charity than when the donation was made to a non-local charity or the purchase price was discounted (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jmkr.48.5.855/">Winterich and Barone 2011<\/a>). In other words, the individuals preferred a donation to a discount, but only when they identified with the receiving charity.<\/p>\n\n\n\n<p>Winterich and Barone suggest that, fortunately, all consumers represent a multitude of target markets, as they hold an array of identities, such as those pertaining to their alma mater, profession, gender, and hobbies. Charitable organizations must therefore identify and target the identities aligned with their mission.<\/p>\n\n\n\n<p>In addition to identity congruence with a charity, consumers\u2019 identity congruence with other donors can influence giving. During another public radio station fundraising experiment, <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//full//10.1509//jmkr.45.3.351/">Shang, Reed, and Croson (2008)<\/a> told new call-in donors that a separate male or female member contributed $240. Participants\u2019 donations increased by 27% on average, from $105 to more than $140, when the stated gender matched their own.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Motivate with Recognition<\/h2>\n\n\n\n<p>Donor recognition can be costly. One study found that approximately 50% of givers donate without requiring recognition (<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jm.11.0477/">Winterich, Mittal, and Aquino 2013<\/a>). Nonprofits should therefore not use their limited resources to recognize such individuals.<\/p>\n\n\n\n<p>However, a segment of givers motivated by recognition exists among the remaining 50%. According to the 2013 study, the individuals tend to report a strong moral identity rooted in the social expression of their morality to others. Notably, the researchers point out nonprofits can motivate the individuals to donate through low-cost recognition channels, such as social media posts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>Identities drive many individuals\u2019 behaviors, including donation decisions. When donors value morality or are prompted to think about being kind, donations increase. Nonprofits should therefore use morality-priming language in donation solicitations, particularly when targeting women. Individuals are more likely to donate when they identify with a charity, the recipients, or even other donors. And when nonprofits seek donations for outgroups, they are likely to be most effective when targeting women and individuals with high residential mobility. Lastly, not all donors are motivated by recognition of their efforts, but nonprofits can offer it at minimal cost to motivate those seeking to demonstrate their morality to others.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group has-beige-100-color has-blue-900-background-color has-text-color has-background\">\n<h3 class=\"wp-block-heading\">Author Bios<\/h3>\n\n\n\n<p><strong>Karen Page Winterich<\/strong> is Gerald I. Susman Professor in Sustainability and Professor of Marketing at the Smeal College of Business, Pennsylvania State University, University Park, Pennsylvania. <\/p>\n\n\n\n<p><strong>Americus Reed, II<\/strong> is Whitney M. Young Jr. Professor and Professor of Marketing at The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-citation\">Citation<\/h3>\n\n\n\n<p>Winterich, Karen Page, and Americus Reed II, (2023), \u201cUsing Identity to Secure Nonprofit Donations,\u201d <em>Impact at JMR,<\/em>(April 11, 2023), Available at: <a href=https://www.ama.org/"https:////www.ama.org//marketing-news//using-identity-to-secure-nonprofit-donations// \">https:\/\/www.ama.org\/marketing-news\/using-identity-to-secure-nonprofit-donations\/<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">References<\/h4>\n\n\n\n<p class=\"has-small-font-size\">Reed, Americus, Karl Aquino, and Eric Levy (2007), \u201cMoral Identity and Judgments of Charitable Behaviors,\u201d <em>Journal of Marketing<\/em>, 71 (1), 178\u2013193. <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1509//jmkg.71.1.178/">https:////journals.sagepub.com//doi//10.1509//jmkg.71.1.178/n

Nonprofit Marketing

Nonprofit Marketing is the promotion or strategy of spreading a message of an organization, obtain donations and solicit volunteers. Here you will find a collection of marketing news articles and research insights from the AMA archives regarding nonprofit marketing.

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