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Social Sciences
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Marketing in Nonprofit Organizations
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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: closed (30 June 2019) | Viewed by 27537

Special Issue Editors

Prof. Dr. Luis I. Álvarez-González

E-Mail Website
Guest Editor
Department of Business Administration, School of Economics and Business, University of Oviedo, 33071 Oviedo, Spain
Interests: marketing in non-profit organizations (NPO); NPO management; business-NPO partnerships; Corporate Social Responsibility (CSR); social innovation, transparency and accountability
Special Issues, Collections and Topics in MDPI journals
Mr. Anibal E. Toscano-Hernández

E-Mail Website
Guest Editor
Department of Administrative Sciences, Faculty of Economics, Legal and Administrative Sciences, University of Córdoba, Monteria 23002, Colombia
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

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Social Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1800 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • 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 (5 papers)

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Research

18 pages, 292 KiB  
Article
Implementation of the ISO 26000 Guidelines on Active Participation and Community Development
by Oscar Daniel Licandro, Adán Guillermo Ramírez García, Lisandro José Alvarado-Peña, Luis Alfredo Vega Osuna and Patricia Correa
Soc. Sci. 2019, 8(9), 263; https://doi.org/10.3390/socsci8090263 - 16 Sep 2019
Cited by 6 | Viewed by 5472
Abstract
The ISO 26000 Guidance provides valuable conceptual and methodological guidelines for making corporate social action an effective tool through which organizations contribute to the solution of social problems within the communities they operate. These guidelines focus on their potential to contribute to the [...] Read more.
The ISO 26000 Guidance provides valuable conceptual and methodological guidelines for making corporate social action an effective tool through which organizations contribute to the solution of social problems within the communities they operate. These guidelines focus on their potential to contribute to the institutional strengthening of the social institutions of these communities, as well as to empower, generate autonomy, and develop skills in their final beneficiaries. Nevertheless, the academic literature has paid little attention to these guidelines. This document presents the results of pioneering research which was intended to provide information on the application of corporate social action. For measurement, a battery of 24 indicators was built and included in a structured questionnaire which was applied to a non-probabilistic sample of companies that carry out social actions. It was found that most of them apply the guidelines to a large extent and that this application correlates with the importance they assign to corporate social responsibility, with the degree to which they have incorporated it into their management, and with the construction of alliances with social organizations. Also, it was found that the application of these guidelines is independent of knowledge of the Guide and the approach to social responsibility that companies adopt. Full article
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
30 pages, 1603 KiB  
Article
Market Orientation in NGDOs: Construction of a Scale Focused on Their Stakeholders
by Víctor Valero-Amaro, Clementina Galera-Casquet and María Jesús Barroso-Méndez
Soc. Sci. 2019, 8(8), 237; https://doi.org/10.3390/socsci8080237 - 09 Aug 2019
Cited by 8 | Viewed by 4908
Abstract
Nongovernmental development organizations (NGDOs) have traditionally enjoyed notable recognition and visibility within the field of nonprofit organizations. However, the situation of this sector is problematic in its need to respond to various threats whether programmatic, financial, or of social legitimacy. This study poses [...] Read more.
Nongovernmental development organizations (NGDOs) have traditionally enjoyed notable recognition and visibility within the field of nonprofit organizations. However, the situation of this sector is problematic in its need to respond to various threats whether programmatic, financial, or of social legitimacy. This study poses as a hypothesis that market orientation, as a management philosophy which many NGDOs could adopt, may be fundamental for them to deal successfully with the challenges they face. An analysis of the literature on market orientation in the nonprofit sector showed that the existing models of market orientation did not adequately capture NGDOs’ real working context, thus recommending a broader market approach based on proposals oriented to the stakeholder and to social aspects. For this reason, the objective of the study was to create a scale of market orientation adapted to the reality of the work of NGDOs. Analysis of a sample of 104 Spanish entities allowed an eight-factor market orientation scale for NGDOs to be created and validated, which reached optimal values of reliability and validity. Full article
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
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14 pages, 984 KiB  
Article
Social Innovation in the Non-Profit Organization Framework: A Review
by Ana Beatriz Blanco-Ariza, Alexis Messino-Soza, Ángel Wilhelm Vázquez-García and Enrique Melamed-Varela
Soc. Sci. 2019, 8(8), 236; https://doi.org/10.3390/socsci8080236 - 09 Aug 2019
Cited by 10 | Viewed by 7396
Abstract
This article reviews the literature related to the concepts of social innovation and non-profit organizations, applying a bibliometric analysis to the last five years of publications in the Scopus platform and Web of Science. The results suggest that these concepts complement rather than [...] Read more.
This article reviews the literature related to the concepts of social innovation and non-profit organizations, applying a bibliometric analysis to the last five years of publications in the Scopus platform and Web of Science. The results suggest that these concepts complement rather than exclude each other, as social innovation can add to the social value of this type of organization. The social commitment of non-profit organizations and its relevance to integrating an innovative approach in their management is also discussed as a way to confront social problems through innovation and promote more participation and development in the social sector. Full article
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
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23 pages, 1349 KiB  
Article
The Use of Social Digital Networks by NGDO from a Social Marketing Perspective
by Araceli Galiano-Coronil and Juan José MierTerán-Franco
Soc. Sci. 2019, 8(6), 192; https://doi.org/10.3390/socsci8060192 - 18 Jun 2019
Cited by 6 | Viewed by 4453
Abstract
The social marketing paradigm has been changing due to the use of digital social networks. This causes Non-Governmental Development Organizations’ efforts to focus on achieving a greater reaction from the public in these communication channels. We propose that the way forward is to [...] Read more.
The social marketing paradigm has been changing due to the use of digital social networks. This causes Non-Governmental Development Organizations’ efforts to focus on achieving a greater reaction from the public in these communication channels. We propose that the way forward is to analyze aspects of messages that give rise to a greater response from the audience. In this regard, we have analyzed 3608 Facebook and Twitter publications with the combination of content analysis and correlation analysis. We have considered three aspects: purpose, theme, and quality of the message. We have also listed a breakdown of quality and purpose parameters in order to become more fully acquainted with these aspects. The objectives of this research are firstly to carry out the communication profiles of the NGDOs studied from the points of view of the organizations and the public. Secondly, to analyze the reaction from the public (interactions) measured by the sum of likes plus the number of shares for each post, on Facebook and Twitter, according the parameters considered. The results showed that the most published messages from the organizations do not usually coincide with those that have the most impact on the public. Another proven aspect is that Twitter posts about behavior have more effectiveness than informative messages. Likewise, quality aspects, such as hashtags, mentions, or links, are not succeeding in generating public reaction. Full article
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
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10 pages, 268 KiB  
Article
Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal
by Beatriz Casais and Sara Santos
Soc. Sci. 2019, 8(1), 2; https://doi.org/10.3390/socsci8010002 - 23 Dec 2018
Cited by 5 | Viewed by 4429
Abstract
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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