Special Issue "Marketing in Nonprofit Organizations"

A special issue of Social Sciences (ISSN 2076-0760). This special issue belongs to the section "Social Economics".

Deadline for manuscript submissions: 30 June 2019

Special Issue Editors

Guest Editor
Prof. Luis I. Álvarez-González

Department of Business Management, Faculty of Economics and Business, University of Oviedo, Oviedo-33071, Spain
Website | E-Mail
Interests: marketing in non-profit organizations (NPO); NPO management; business-NPO partnerships; Corporate Social Responsibility (CSR); social innovation, transparency and accountability
Guest Editor
Mr. Anibal E. Toscano-Hernández

Department of Administrative Sciences, Faculty of Economics, Legal and Administrative Sciences, University of Córdoba, Monteria-23002, Colombia
Website | E-Mail
Interests: organizational sustainability; Corporate Social Responsibility (CSR); strategic management in Higher Education (HE); marketing in non-profit organizations (NPO)

Special Issue Information

Dear Colleagues,

In recent years, non-profit organizations (NPO) confront competitive pressures derived from complex economic and societal challenges. In fact, there has been a significant increase in the demand for evaluation of NPO effectiveness and results, both in terms of organizational performance and social impact. In this context, NPO find enormous challenges that require improving their management methods.

The results of a bibliometric analysis to identify the quantitative evolution and main topics of the scientific production related to the Marketing in NPO, by using bibliometric tools and scientific databases, such as Web of Science (WoS), allow establishing the importance of this field of study in the academic literature. On the one hand, this analysis reflects the increase of more than 150% in the number of annual publications over the last decade in this specific field study. On the other hand, bibliometric maps allow inferring the importance and relevance of four main related trends of scientific research in this study period: (1) implementation of NPO services or activities in a competitive environment in terms of attracting monetary and non-monetary resources; (2) management of NPO performance in the context of CSR strategies and, more recently, of social innovation; (3) models of impact evaluation in the society; and (4) corporate governance policies, partnerships with business, and accountability strategies of the NPOs.

Therefore, the concept of "Marketing in Non-Profit Organizations" has evolved from its first definitions, mainly related with the use of marketing tactics by NPOs (for example, the creation of logos or slogans, or the development of media campaigns), until its current conceptualization as a process of management of services or activities of NPOs that have to result really valuable for their direct beneficiaries, as well as for their partners and society as a whole.

In this context, this Special Issue encourages researchers and scholars to send contributions on these critical issues or about any other related topic that may promote the conceptual and practical development of marketing in non-profit organizations.

Prof. Luis I. Álvarez-González
Mr. Anibal E. Toscano-Hernández
Guest Editors

Manuscript Submission Information

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  • Non-profit market orientation
  • Non-profit services implementation
  • Donations and fundraising
  • Performance management
  • Impact evaluation models
  • CSR and social innovation strategies
  • Relationships with business and other key stakeholders
  • Social entrepreneurship
  • Value co-creation
  • Governance, transparency and accountability

Published Papers (1 paper)

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Open AccessArticle Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal
Soc. Sci. 2019, 8(1), 2; https://doi.org/10.3390/socsci8010002
Received: 5 November 2018 / Revised: 19 December 2018 / Accepted: 20 December 2018 / Published: 23 December 2018
PDF Full-text (268 KB) | HTML Full-text | XML Full-text
The motivations for individual and corporate donations to non-profit organisations (NPOs) have been vastly researched. However, companies tend to diversify their donations towards different institutions, hindering the development of substantial and continuous social interventions by charities. Considering the importance of regular support to [...] Read more.
The motivations for individual and corporate donations to non-profit organisations (NPOs) have been vastly researched. However, companies tend to diversify their donations towards different institutions, hindering the development of substantial and continuous social interventions by charities. Considering the importance of regular support to guarantee NPOs’ sustainability, this study analyses the corporate motivations and the conditions that might favour their propensity for long-term donations. Researchers have conducted twenty semistructured interviews in companies with social responsibility policies and concluded that motivations to donate goes beyond visibility or recognition the donation might bring to the business. Interviewees highlighted the sense of altruism and the perceived importance of their donation for the well-being of people the institutions are supporting. However, managers admitted they diversify their partnerships rather than donate regularly to the same institution and consider that a relationship and proactive marketing approach by NPOs would be a key point to activate long-term donations. Full article
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
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