A model of cause-related marketing for profit-driven and non-profit organizations

Purpose – The purpose of this paper is to describe a model of cause-related marketing (CRM) for both profit-driven (PD) and non-profit (NP) organizations.
Design/methodology/approach – The model consists of two parallel internal and external organizational processes – one representing the process of a NP organization and the other a PD organization. They are interlinked as the outcome of a CRM-partnership is dependent upon their mutual efforts.
Findings – The authors argue that it is essential to remember that a CRM-partnership is a challenge and risk for both the PD and NP organizations that may harm their reputation and position in the marketplace and/or society. CRM has benefits as well as downsides that should not be underestimated nor neglected.
Research limitations/implications – Will the involvement of the PD or NP organizations in the resultant partnership be perceived as commercialism, altruism or a combination of both, in the marketplace and society? A focus on both processes opens up opportunities for further research.
Practical implications – A contribution is that the CRM-model may be used as a guide for both PD and NP organizations in order to reveal whether a CRM-partnership is appropriate for them with a potential partner or not. It may also indicate whether the motives are based upon commercial reasons or altruistic reasons or a combination of both.
Originality/value – The model enables these organizations to think through the process prior to engaging in CRM.

The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

The purpose of this paper is to examine the relationship between ‘market orientation’, ‘brand orientation’ and ‘perceived benefits’ in the non-profit sector from the perspective of the customers. Data were collected from a number of church organizations in Australia using a self-administered questionnaire. The tests for construct reliability, validity and research hypotheses were conducted using structural equation modelling. Findings reveal that ‘market orientation’ is significantly associated with both ‘perceived brand orientation’ and ‘perceived benefits’. An alternative model also reveals significant relationship between ‘brand orientation’ and ‘perceived benefits’ through ‘market orientation’ as the mediating variable. The study contributes to the body of literature and provides practical implications for non-profit managers and church leaders alike. An organization that endeavours to build a strong brand and deliver relevant benefits to its members should ensure that it has sufficient understanding of its members and utilizes the various resources of the organization to deliver superior values to its existing and prospective members.

Four by two theory of non-profit museum governance

As plainly illustrated by the collapse of Enron in the US and HIH in Australia, the world of organisational governance is complicated. In response to ongoing trustee tensions, legislative reforms have been adapted to encourage organisational performance. However, limited theoretical foundation exists regarding how trustee dynamics are forced to adjust within non-profit museums. The trustee’s world requires insights from different mindsets to be synthesised into a whole. The purpose of this article is to examine the research conducted on governance and apply it to the non-profit museum. The article contends that most research on governance has been conducted in the for-profit arena, with little robust empirical research having been conducted on non-profit governance. It identifies concerns with the thrust of articles published as they restrict new theory development. The article provides a four by two theory of non-profit museum governance, that is characterised by close interaction with the research published and application to the non-profit museum. It concludes by demonstrating the increased performance opportunity of a model to the non-profit museum seeking to be accountable in an increasingly complex and demanding environment.

Entrepreneurship, marketing and leadership in non-profit performing arts organisations

This paper argues that the entrepreneurial leader in non-profit PAOs has received too little attention in literature pertaining to these organisations. This criticism also applies to museums. The paper explores how leaders in non-profit performing arts organisations balance the interests of the various funding sources and market opportunities to service their revenue requirements. It reviews a tension in non-profit performing arts organisations: the relationship between limited funding and the subsequent need to act entrepreneurially and innovatively among the various funding sources. Using longitudinal analysis of annual reports, the paper uncovers interplay essential to entrepreneurship. Hence, strategies and tensions are highlighted that non-profit leaders have used. Comparisons are made with non-profit art museums which previous research has shown have the same funding tensions.

The application of non-profit marketing in the international higher education sector

This study considers the impact of the university service and learning environments (which we define as non educational factors) on student satisfaction among international postgraduate students from Asia studying in Australian universities. It is based on the expectations/perceptions paradigm and analyses the relationship between key variables and overall satisfaction of student groups in respect of their service and learning environments. The aim of this paper is to consider the importance of non-educational factors in international postgraduate university students, in particular, with regard to information and communication, infrastructure, and university recognition. The data used in this study is derived from a mail survey conducted among international postgraduate students from China, India, Indonesia and Thailand studying in five universities in Victoria. Structural Equation Modelling was used to understand the relationship between the constructs in this study. The results indicate that noneducation related factors are very important to international postgraduate students and they are predictors of overall satisfaction.

Virtual non-profit organisations : literary virtual communities in Russia

This paper is a study of one of the "unknown" segments of the Internet - non-profit ventures in the Russian language. Based on the understanding of the concept of virtual community we consider the family of free publishing literary websites. We discuss their experience to demonstrate their contribution not only to the national culture, but also to the creation of open and democratic society in the former communist world, and to new forms of literary life. Some of the innovative concepts, principles and practices, adopted on those sites may be of interest to the Internet developers and communities worldwide.

Stakeholders and strategic planning in non-profit organisations : case studies in complexity and conflict

The experiences of two Australian non-profit member-benefit associations as they attempt to develop strategic plans are explored, with emphasis on the influence of the many stakeholders in this process. We conclude that
corporate strategic planning is a complex, conflict-ridden, and largely
unsuccessful process in non-profit member-benefit associations because of the number and commitment of stakeholders. Therefore we suggest that future research should focus on clarifying whether such corporate management techniques are actually appropriate for all non-profit organisations, and, if they are, how non-profit organisations can best manage the process, taking into account the values and needs of stakeholders.

Understanding the Components in Social Behavioural Change: Implications for Non-profit Organisations

In this paper we investigate the relationship between intrinsic motivation, extrinsic motivation and government influence with the over riding objective of developing more effective and efficient social behavioural change programs that have been instigated by public sector environmental management organisations. Based on the notion of intrinsic and extrinsic motivation, which has previously been shown to explain altitudes and behaviour associated with environmental issues, we extend the analysis in this paper to include the influence of government. A survey of a random sample of 566 landmanagers in South-eastern Australia was conducted and the data collected subsequently analysed using a structural equation modelling approach. The model that was developed identified the relationship between intrinsic motivation, extrinsic motivation and government influence.

Virtual non-profit organisations: literary virtual communities in Russia

This paper is a study of one of the “unknown” segments of the Internet - non-profit ventures in the Russian language.Based on the understanding of the concept of virtual community we consider the family of free publishing literary websites. We discuss their experience to demonstrate their contribution not only to the national culture, but also to the creation of open and democratic society in the former communist world, and to new forms of literary life. Some of the innovative concepts, principles and practices, adopted on those sites may be of interest to the Internet developers and
communities worldwide.

Same strategic HRM issues predict performance in both for-profit and non-profit organizations in a key knowledge-intensive industry

This paper examines the adoption of strategic human resource management (HRM) by for-profit and non-profit knowledge-intensive health services (HS) organisations in Australia. Survey data collected from senior executives is used to test the relationships between a strategic HRM model and firm performance. Path analysis found that, irrespective of whether for-profit or non-profit, adopting strategic HRM could increase organisational performance. Strategic HRM could be achieved through the cultivation of an external orientation to customers’ demands and an internal orientation highlighting commitment to employees. Public and non-profit organisations in the HS industry facing or undergoing health sector reform need to be aware of both of these orientations in order to adopt strategic HRM and improve their performance.

Strategic HRM in for-profit and non-profit organizations in a knowledge-intensive industry

This article examines the adoption of strategic Human Resource Management (HRM) by for-profit and non-profit knowledge-intensive health services (HS) organizations in the Australian context. Survey data collected from senior executives are used to test the relationships between a strategic HRM model and firm performance. Path analysis found that for HS firms, irrespective of whether for-profit or non-profit, adopting strategic HRM could increase organizational performance. Strategic HRM could be achieved through the cultivation of an external orientation to customers' demands and a commitment to employees. Building an external orientation with internal structural dimensions such as commitment to employees, allows HS organizations to develop a strategic HRM approach with human capital-enhancing HRM practices. Public and non-profit organizations in the HS industry facing or undergoing health sector reform need to be aware of both of these orientations in order to adopt strategic HRM and improve their performance.