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Stewart Publications (stewart + publication)
Kinds of Stewart Publications Selected AbstractsNew product development practices of urban regeneration units: a comparative international studyINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2004Roger Bennett The new product development (NPD) activities of 14 not-for-profit urban regeneration organisations in three cities (London, Copenhagen and Boston) were examined to establish the degree to which they reflected the best practices recommended by the academic NPD literature in the for-profit field. Executives in each organisation were questioned about the stages of the NPD process that they activated most intensively, relationships between marketing staff and technical urban development specialists, mechanisms for consulting end users of place products, methods for generating new ideas and the major problems they experienced. Parallels between the NPD behaviour of nonprofit urban regeneration organisations managing projects involving widespread change and that previously observed among for-profit organisations engaged in the development of radically new products were investigated. Copyright © 2004 Henry Stewart Publications [source] Town centre management schemes in the UK: marketing and performance indicatorsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2004Sophie Hogg While town centre management (TCM) has proved to be a successful strategy to maintain, improve and regenerate town centres through local partnership, there has been relatively little attention drawn to the marketing of TCM schemes. This paper explores the issues surrounding the use of key performance indicators (KPIs) for the marketing of TCM schemes in the context of wider place marketing activities undertaken by towns and cities. Drawing on evidence from a questionnaire survey of town centre managers, it is posited that they might usefully employ carefully selected KPI data to maintain and attract private investment to TCM schemes from internal and external town centre stakeholders. The paper then introduces a typology for the use of KPI marketing in town centre management. Copyright © 2004 Henry Stewart Publications [source] Can relationship marketing enhance strategic thinking in the public sector?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2004A study of the perceived relationship between subsidised theatres, their government funders/regulators This paper reports on the findings of research into the perceived relationships between publicly funded theatres and their key funders/regulators. This is part of a wider study into whether successful publicly funded arts organisations are more likely to apply a relationship marketing approach. Relationship marketing may help to remove a short-term tactical focus that tends to exist in public sector organisations generally and publicly funded arts organisations particularly. Three UK producing theatres' relationships with the Arts Council and their respective local authorities are analysed and findings suggest that building relationships with this stakeholder type may well produce more strategically focused and successful theatres. Copyright © 2004 Henry Stewart Publications [source] Charity law reform: implementing the Strategy Unit proposalsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2004Belinda Pratten This paper discusses the recommendations arising from the Strategy Unit review of charities and the wider voluntary sector in England and Wales and the government's response to these. The proposed reforms will involve an updating of charity law; changes to the regulatory framework governing the sector; and a greater emphasis on improving the accountability, transparency and performance of charities and voluntary organisations. In the main these proposals have been welcomed by the sector. In particular there is a clear recognition of the need to modernise the legal position of charities to reflect changes in society and changing public perceptions of what is, or should be, charitable. Copyright © 2004 Henry Stewart Publications [source] Segmenting youth voting behaviour through trusting,distrusting relationships: a conceptual approachINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2004Janine Dermody This paper reviews current evidence on the declining political engagement of British youth. What emerges is that causes of their political disaffection are manifold and complex, but trust, distrust and cynicism feature strongly. Traditional approaches to trust and distrust fail to recognise this complexity; consequently this paper offers a more sophisticated conceptual framework that examines trust and distrust as separate but linked dimensions, as advocated by Lewicki, McAllister and Bies.[Lewicki, R. J., McAllister D. J. and Bies R. J. (1998) ,Trust and distrust: New relationships and realities', Academy of Management Review, Vol. 23, No. 3, pp. 438,458.] From the analysis four segments of ,voter' types are identified. By segmenting voters in this way, marketers can design strategies to help increase young people's trust and reduce their distrust, thereby increasing their propensity to vote in future elections. A synopsis of marketing aims to stimulate the ,youth vote' is presented along with areas for further research. Copyright © 2004 Henry Stewart Publications [source] Corporate giving in the USA: a model for meeting Russia's expanding social needs?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2004Karen King In the USA, corporations make substantial contributions to public-serving organisations with no expectation of financial gain. This paper explores the factors that have encouraged corporate giving in the USA and compares them to circumstances in the emerging capitalist economy of Russia. The outlook for the emergence of a corporate giving model in Russia similar to that of the USA is poor, but improving. To make it work, organisational recipients of corporate generosity need to trust their benefactors, and corporations need to believe that their contributions of surplus profits make good business sense. Copyright © 2004 Henry Stewart Publications [source] New approaches to funding not-for-profit organisationsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2004John Kingston This paper seeks to record and to explain the enormous growth in interest over the last few years in the provision of loans and other investment to not-for-profit organisations. It argues that this funding development fills a gap in the market. It describes the following new approaches: social investment, the provision of ,patient capital', and an ,investment' or ,venture philanthropy' approach to grant making. The factors driving the growth in use of these approaches are examined and their relevance to fundraising charities considered. Finally, the paper discusses how key stakeholders including the government and charitable trusts are adapting to this new environment. Copyright © 2004 Henry Stewart Publications [source] Understanding charity fundraising eventsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2004Article first published online: 12 JUL 200, Daniel Webber The paper analyses fundraising events, in terms of the motivations for supporting an event, the costs and income streams and the efficiency of events. Events vary from sponsored bike rides to fashion shows to annual balls but all events share one defining attribute, the participant or attendee gains some private benefit, be it a sense of personal achievement, an opportunity to show their generosity or simply having fun. The fact that the participants are supporting the charity may come secondary to the private benefit they gain from attending the event. Fundraising events therefore provide a means for charities to broaden their donor bases beyond those whose only motivation to support the charity is their fundamental belief in the particular charity's cause. Copyright © 2004 Henry Stewart Publications [source] How should charitable organisations motivate young professionals to give philanthropically?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2004Rita Kottasz One hundred and fifty-eight bankers, accountants and corporate lawyers, aged under 40 years, earning more than £50,000 annually and working in the City of London were questioned about their attitudes and behaviour in relation to charitable giving. A conjoint analysis of the respondents' preferences revealed strong predilections for certain types of charitable organisation; for ,social' rewards in return for donating (invitations to gala events and black tie dinners for example); and for well-known charities with established reputations. ,Planned giving' whereby donors receive tax breaks and other financial incentives to donate (as increasingly practised in the USA) did not represent a significant inducement to give so far as this particular sample was concerned. Overall the results suggest that young affluent male City employees constitute a distinct market segment for charity fundraisers, with unique characteristics that need to be addressed when developing donor products. Copyright © 2004 Henry Stewart Publications [source] The behavioural consequences of self-congruency in volunteersINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2004Asunción Beerli The authors of this paper studied some aspects of volunteers from a marketing angle in order to analyse the differences in the self-concept of volunteers collaborating with either charitable, or ecological organisations; to examine the differences between the images of charitable and ecological organisations; and to show the role of self-congruency as an influence on of the type of organisation with which to collaborate. Some conclusions derived from this study can be used to attract volunteers through corporative social marketing actions. Copyright © 2004 Henry Stewart Publications [source] Enhancing the application of experiential marketing in the artsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2004Ed Petkus Jr Associate Professor of Marketing Studies While experiential marketing has become a cornerstone of recent advances in retailing, branding and events marketing, there is potential for its application in arts marketing to be extended and improved. The two main goals of this paper are to introduce and explain the Pine and Gilmore experiential marketing framework[Pine, II, B. J. and Gilmore, J. H. (1999) ,The Experience Economy', Harvard Business School Press, Boston.] and its relevance to arts marketing; and to discuss the implications of Pine and Gilmore's work for two specific areas of arts marketing: the unique dimensions of the arts experience, and the strategic and tactical steps involved in staging an experience. Copyright © 2004 Henry Stewart Publications [source] Taking the quantum leap: nonprofits are now in business. an Australian perspectiveINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2003Jacinta Goerke The fact that they need to deliver more essential social services is accepted by most professionals working in nonprofit organisations. Yet, needing to become more competitive, increasingly ,businesslike' and to start creating partnerships with profit-driven businesses may require a quantum leap to take place. This hard reality imposed by recent changes in government policy is challenging for many social service workers still coming to terms with a decade of turbulent and changing times. From origins of ,she'll be right mate' and a community-held belief that it is the government's responsibility to finance all essential social services, today's nonprofits are increasingly fighting over smaller funding budgets and feeling the pinch as they have to implement business practices that will ultimately make them more accountable, profitable and attractive to prospective business partnerships. The purpose of this paper is, therefore, to present an option to larger Australian nonprofit organisations keen to move away from a dependency model of service delivery and open to exploring the possibility of implementing a marketing communications charter which includes the appointment of a business development manager. Copyright © 2003 Henry Stewart Publications [source] Full Stop: an extraordinary appeal for an extraordinary aspiration , putting leadership theory into practiceINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2003Giles Pegram The National Society for the Prevention of Cruelty to Children (NSPCC)'s Full Stop campaign was launched in March 1999 with one single aim,to end cruelty to children. The Full Stop Appeal was designed to ensure that sufficient financial resources would be in place to support such an extraordinary aspiration. It is the biggest charitable appeal ever attempted in the UK and aims to raise £250m. This paper outlines how the charity applied the leadership model of fundraising to its strategy, the lessons it has learned over the past four years, and how successful it has been. Having already raised more than £100m, Full Stop has broken new ground in its sector, revolutionised the NSPCC's fundraising capacity and, more importantly, has had far-reaching consequences for its mission to end cruelty to children. Copyright © 2003 Henry Stewart Publications [source] The marketing effectiveness of UK environmental charity websites compared to best practiceINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2003Kate Wenham All nonprofit organisations need to give attention to their marketing strategies in order to maximise the funding and support they receive and the numbers using their services. The web offers a new communications medium with which to achieve this. This paper compares suggested best practice approaches to web marketing using the websites of UK environmental charities as a type of nonprofit organisation. Copyright © 2003 Henry Stewart Publications [source] Why politics needs marketingINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2003Article first published online: 12 JUL 200, Roger Mortimore This paper examines the survey evidence for the low standing of politics, politicians and political institutions in the mind of the British public, and discusses its consequences. Present public opinion about political parties in Britain, and about politicians in general, is predominantly negative. Politicians are distrusted, to a considerably greater extent than can be explained solely by their bad press. Nor is the public very familiar with politicians or political institutions. Yet it can be shown that in general (and not only in the political field) ,familiarity breeds favourability, not contempt'. This may be feeding through into hostility towards the entire sector,not only the strictly ,political', but other institutions such as public services which the public associates with politics or government. Copyright © 2003 Henry Stewart Publications [source] Higher education: marketing in a quasi-commercial service industryINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2003Mari Brookes The UK Government is promoting widening participation and asking universities to develop their student intake of 18,30 year-olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government-funded core activities. Further marketing is now seen in quasi-commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications [source] Factors underlying the inclination to donate to particular types of charityINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2003Roger Bennett Two hundred and fifty members of the general public were interviewed in central London and asked to assume that they had been given a certain sum of money, all of which they had to donate to a single good cause. The interviewees were presented with the names of three organisations in different fields (cancer care, animal welfare and human rights) and asked to make a selection. Respondents were then questioned about their personal values, inclinations and other characteristics potentially relevant to the choice. It emerged that personal values and inclinations exerted powerful influences on selections. Moreover, the possession of certain personal values and inclinations correlated significantly with specific organisational values that the respondents most admired. Copyright © 2003 Henry Stewart Publications [source] Understanding volunteer motivation for participation in a community-based food cooperativeINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2003Sally Hibbert Those concerned with social exclusion have increasingly recognised the value of community-level activities as a basis for the development of disadvantaged communities. Much community development activity is collective and depends on members of the community volunteering to take on tasks and responsibilities associated with the collective action. The long-term success of these activities is contingent on recruitment of sufficient numbers of volunteers and maintaining their commitment. The purpose of this research was to gain insights into volunteers' motives for participating in a community retail initiative, with a view to understanding the dynamics of their relationship with the enterprise as time passes. A series of in-depth interviews provided evidence that motivations and factors influencing involvement change over time. Relatively vague ideas of the potential benefits of volunteering that motivated initial involvement were clarified as volunteers gained experience of participating in the enterprise. There was overt recognition of skill development and growth in self-esteem and confidence that had been gained during the first few months of working on the project and there was anticipation that these would be enhanced through ongoing involvement. The implications of these findings are discussed and some future research directions are proposed. Copyright © 2003 Henry Stewart Publications [source] President George W. Bush and his faith-based initiative: creative solution or political minefield?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2003Nadeem Firoz On 29th January, 2001, President Bush issued an executive order creating a faith-based initiative office. This paper examines the history of the separation of church and state in the United States starting with the Constitution's First Amendment which established the freedom of religion. Pertinent historical facts through the 1990s are presented. The paper then defines President Bush's faith-based initiative and how it will be implemented. There is concern about whether this initiative will violate the Constitutional separation of religion and government. Another concern is how it will affect the religious organisations and the charities it is supposed to be helping. There is also a discussion on whether President Bush's faith-based initiative will have a positive or negative impact on religious organisations as well as keeping then separate from the government. The concern is whether the initiative will benefit and progress society as a whole. Copyright © 2003 Henry Stewart Publications [source] How fundraising is carried out in US nonprofit organisationsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2002Mark Hager A substantial number of nonprofit organisations in the USA report inflows of charitable contributions or grants without expenditures allocated to fundraising costs. This observation raises questions about how fundraising is carried out. Based on a survey of US charities, the paper observes that nonprofit organisations use a range of internal capacities and external relationships to conduct their fundraising. The use of staff members dedicated to fundraising is common, but much fundraising is still carried out by executive directors, volunteers and board members. Also, a substantial number of organisations engage external entities, including federated campaigns, support organisations and professional fundraising firms to generate contributions. Copyright © 2002 Henry Stewart Publications [source] The importance of volunteers in a capital campaignINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2002Article first published online: 12 JUL 200, Linda Lysakowski One of the most significant factors in the success of any capital campaign is the number, quality and commitment of volunteers used to guide, implement and promote the campaign. This paper will discuss the importance of using volunteers and the critical roles they play within the campaign. The volunteer as giver, asker and motivator will be explained. An example of a typical campaign organisational chart is provided to help the reader identify the number and types of volunteers necessary to implement a successful campaign. Volunteers have many roles to play, and getting the right person to fill each of these roles is essential to success. Methods for recruiting volunteers and the materials that are needed to implement a successful recruitment strategy are included in this discussion. Particular emphasis is placed on the role of the campaign chair as the leader of the campaign effort. The unique role of the Board of Directors as volunteers during a capital campaign is addressed in this paper. Strategies for keeping volunteers involved and motivated are discussed, along with tips to make the volunteer campaign experience a satisfying one for both staff and volunteer. In summary, the author contends that the use of volunteers in a capital campaign is essential to the success of the campaign. Copyright © 2002 Henry Stewart Publications [source] Philanthropy, social capital or strategic alliance?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2002The involvement of senior UK business executives with the voluntary sector, implications for corporate fundraising Although corporate fundraising is popular there has been very little discussion in the voluntary sector literature of its context. Using questionnaire data from senior executives representing one-third of the FTSE350 companies, and in-depth interviews with a number of top level business men, this paper reports the first UK survey of the personal involvement of senior executives with charities, voluntary and community organisations,[Walker, C. and Pharoah, C. (2000) ,Making time for charity: A survey of top business leaders' involvement with voluntary organisations', Charities Aid Foundation, Kent.] and pinpoints messages about corporate involvement which may help fundraisers develop corporate fundraising strategies. The data give the first indications of how many of the UK's top business executives give time to charity, how much time they give and what they do. It also addresses what there is to gain for and from the charity, the senior executive and their company. The results present a picture of widespread and enthusiastic involvement of senior executives with the voluntary sector; a picture of both a deep personal commitment and of a strong sense of corporate benefit. The survey also raises several important issues and implications for corporate fundraising: should charities be doing more to attract top executives into an active relationship with them? How can they do this? What are the pros and cons of an alliance between corporate figureheads and charitable organisations; how might this relationship be viewed by the public; and how might it best be managed? This paper draws on the results of the survey to illustrate and discuss these issues. Copyright © 2002 Henry Stewart Publications [source] Marketing networks as a form of strategic alliance among craft enterprisesINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2002Ann M. Torres Craft enterprises are a unique form of small and medium-sized enterprise (SME) and represent an amalgam between the manufacture of products and the fulfilment of artistic vision. Craft enterprises typically have insufficient resources, inadequate access to specialised expertise and limited opportunities to make an impact on the marketplace. One way to redress these limitations and to improve the competitive position of craft enterprises is by forming networks, or cooperative alliances. The case study of ,Homethrown', a successful marketing network for potters, provides insight into the advantages and limitations of this type of strategic alliance, as well as guidelines for fostering cooperation and moderating conflict. Copyright © 2002 Henry Stewart Publications [source] Understanding the volunteer market: the what, where, who and why of volunteeringINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2002Helen Bussell Although the work of the voluntary sector is growing, the number of people volunteering is not increasing at a comparable rate. This paper argues that the key to an organisation's success in recruiting and retaining its volunteers is to have an understanding of its target group. As a means to developing this understanding the paper reviews the prior research on volunteering and outlines the current situation in the voluntary sector with regard to the donation of time. The review shows that those who volunteer are an extremely diverse group, active in a wide variety of contexts. This makes the definition of a volunteer a more complex task than one would expect. It also demonstrates that individuals and organisations may volunteer for reasons other than purely altruistic motives. Finally, the paper identifies gaps in this area of research and presents topics for further research. Copyright © 2002 Henry Stewart Publications [source] The marketing and public relations practices of Australian performing arts presentersINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2002Heath McDonald Although arts organisations are often said to be underdeveloped in marketing and management areas, it is unclear whether this is actually an intentional response to the atypical environment in which they exist, or simply a result of limited skills and resources. This paper looks at performing arts presenters (PAPs) in two Australian States, profiling what they do in the way of marketing, how sophisticated they are at it and the reasons they behave the way they do. In-depth interviews with marketing managers indicated that PAPs are confused about the role of marketing, relying instead mainly on public relations. While it was widely acknowledged that marketing would be beneficial, the marketing that is executed is generally ad hoc and basic. This lack of marketing action is due primarily to a paucity of skills and resources and a historical preference for public relations, not as a considered response to the arts environment. Copyright © 2002 Henry Stewart Publications [source] Relationship marketing, audience retention and performing arts organisation viabilityINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2002Ruth Rentschler Marketing strategy in performing arts organisations has become particularly important in the increasingly competitive environment in which the arts operate. Since the late 1980s there has been a necessary shift in focus to audience development away from product development. This change in focus is being encouraged to ensure the long-term viability of performing arts organisations (PAOs) and micro-economic reform. While government reports have recommended strategies aimed at building audience-based recognition, this is an expensive approach for many PAOs and does not produce short-term returns. Little attention has been paid to building enduring relationships with existing audiences as a way of having a more dramatic impact on PAOs' long-term viability. This paper explores this theme through relationship marketing and the implication of retaining existing audiences. The paper identifies the changing cultural environment which has led to the importance of marketing. It then explains the concepts of relationship marketing and its pertinence to PAOs' viability by presenting a loyalty ladder. The structure is modelled as a dynamic conceptualisation of the relationships (audience and organisation) to assist arts managers to decide whether to focus their efforts on catching or keeping customers to maximise earned income. Copyright © 2002 Henry Stewart Publications [source] Creative marketing and the art organisation: what can the artist offer?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2002Ian Fillis The poem ,My Paintings', written in a deliberate, uncorrected dyslexic style offers an insight into the mind of a present day avant garde bad boy of British art, Billy Childish. Constantly challenging the art establishment through public demonstrations of distaste against the annual Turner Prize,[Button, V. (1999) ,The Turner Prize', Tate Gallery Publishing, London.] Childish and his cohorts launched an alternative, Stuck-ist, art manifesto,[Alberge, D. (1999) ,Rebels Get Stuck into the Brit Artists', The Times, Thursday 26th August, p. 7.] in the belief that it would assist in a shift in public perception of what good art is, as well as influence the creative practice of those artists concerned with more traditional, authentic forms of art. Childish's ex-girlfriend Tracey Emin, however, has had other ideas. She has revelled in mass media exposure and now dismisses the concept of traditional painting as a valid art from.[Brown, N. (1998) ,Tracey Emin', Art Data, UK.] These are two examples of contrasting creative, artistic behaviour. Their creativity has resulted in varying levels of commercial success. By examining the role that creativity plays in determining how the idea for a creative product is first identified, through to its commercial exploitation, there are valuable lessons contained in such a process for both profit-oriented and nonprofit art organisations alike. Instead of constantly fighting the conflicting philosophies of art for art's sake versus art for business sake, following the market and consumer demand, there is a much more effective method for establishing longer-term success, which mirrors the creative practice of the artist. The existing literature on arts marketing is examined. A critique of the usefulness of current thinking is presented, with the recommendation that the formal models of marketing offered in arts marketing literatures can only ever hope to offer general advice on marketing. What is called for is a much more in-depth analysis of how creative entrepreneurial marketers as artists can offer alternative visualisations of more appropriate models of marketing for the industry. This in turn should result in the stimulation of creative research methodologies that can inform both theory and practice within arts marketing in particular, and the wider remit of marketing in general. The use of the metaphor and the examination of published biographies of creative individuals are used to construct a manifesto of marketing artistry. Copyright © 2002 Henry Stewart Publications [source] An Internet opportunity for museums: ,.museum'INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2002Drue K. Schuler A new top-level domain, ,.museum', will soon be available to museums. The advantages and procedures for registering as a ,.museum' are outlined in the paper. Copyright © 2002 Henry Stewart Publications [source] Do charitable causes need to segment their current donor base on demographic factors?: An Australian examinationINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2002Laura Shelley Modern charities are facing increasing pressures requiring them to use more effectively a range of marketing activities, and segmentation may be one such tool. The giving literature suggests that the demographic factors of gender and age might serve as appropriate segmentation criteria and this paper examines whether motivations of existing donors vary by age or gender. The results suggest that there may be limited benefits in segmenting existing donors and that charities may be able to use similar promotional strategies for all existing donors. Copyright © 2002 Henry Stewart Publications [source] The impact of brand orientation on managerial practice: a quantitative study of the UK's top 500 fundraising managersINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2002Philippa Hankinson This paper explores the impact of brand orientation on the managerial practices of fundraising managers in the top 500 UK charities and, in particular, on their ability to attract voluntary income. A series of hypotheses was tested including whether level of brand orientation is associated with different patterns of influence within charities, with the range and type of brand communicators used and with the extent to which organisational objectives are fulfilled. A key finding of the research was that high brand-oriented fundraising managers attract significantly more voluntary income than low brand-oriented fundraisers, but that level of brand orientation was not related to statutory income. Such findings are consistent with current theory and practice of branding in which a brand is perceived as a product or organisation plus, where the plus indicates a unique set of values which allows differentiation and hence, donor choice, within competitive environments. Copyright © 2002 Henry Stewart Publications [source] | ||||||||||