Annamaria Esposito

U.S. community foundations: building a generous society in challenging times

ABSTRACT Community foundations are nonprofit organizations promoting philanthropy for projects useful in a defined geographic area. This paper aims to highlight how U.S. community foundations are building a generous society with the engagement of multiple stakeholders. Our study analyses the marketing strategies of a sample of 100 of the largest U.S. community foundations in 2010 and 2013. A cluster analysis examines financial performance, average number of recipients, and related organizations to discover the level of philanthropic activities and relationships, revenue diversification, and the level of competition on the fundraising side.

Economics and Marketing of E-Commerce at 0 km and Further on the Path Towards S-Commerce

E-commerce gives evidence of the contemporary economics of attention, when consumers virtually reveal their preferences everywhere and for everything. Social media, above all, amplify attention, opportunities, markets, shopping, rankings and, as a consequence, economic growth. Web domains and social media enable consumers’ experiences from information flows to persuasion and from shopping to international trade (Nadeem et al., Int J Inform Manage 35(4):432–442, 2015; Verhoef et al., J Retail 91(2):174–181, 2015; Xu et al., J Mark 78(4):97–112, 2014). Boundaries of economies are vanishing thanks to this e-market for everything and everyone.

Economics, Marketing and Performances of US Classical Music: Journeyin’ Together to de Promise Land

Since the beginning of the latest financial and real crisis in 2008, US symphony orchestras and opera houses have revealed adaptation to the turmoil of scarce resources and a very keen competition (Jeannotte and Duxbury J Arts Manag Law Soc 45(2):84–99, 2015; Turbide et al. Int J Arts Manag 10(2):4–13, 2008).

Memory, Marketing and Economic Performances in Usa Symphony Orchestras and Opera Houses

When resources are scarce at crisis times and when competition is intense with other creative supplies, USA symphony orchestras and opera houses memorize and perform their repertoires (or repertories), so that seasons are crucially bundled between tradition and innovation. Since the beginning of the latest financial and real crisis (2007), USA classical music has seen different levels of funding from the federal government and businesses have encouraged more nonconventional programming (Pompe, Tamburri, 2016; Turbide, Laurin, 2009; Ravanas, 2008; Rushton, 2008; Turrini, 2006; Smith, 2007). On one side, fundraisers have stressed bundles (contemporary music with tradition) to sponsors; on the other side, marketing officers have emphasized the repertoire memory to audiences who constantly love Traviata, Boheme and Don Giovanni with echo of famous regisseurs, scenographers, etc. This is quite the same worldwide (Cancellieri, Turini, 2016). Fundraising and marketing affect economic performances of classical music, also thanks to social media and networks. Consumers have access to information about ticketing, rehearsals, present and past performances, etc. Art organizations strive to manage communication via social media to create brand values. Social media support both fundraising and marketing, as they mediate to sponsors and audiences: values, advocacy, videos and photos of the repertoire and nonconventional programming, which continually increase trustworthy relationships and nurture memories.This paper investigates 200 USA symphony orchestras and opera houses according to repertoires, revenues, expenses and gains in 2008 and 2015. With cluster analysis, three profiles emerge with different strategies, performances and emphasis on memory or innovation.

Understanding Economics and Marketing of Ecomuseums: An Exploration of a USA Sample

The term ‘ecomuseum’ reflects the connection between the museum and its social surroundings and environment. First of all, the paper investigates the definition. This paper looks into the Ecomuseum definition, to point out different contexts and institutions which generate Ecomuseum. Secondly, the paper investigates Economics and Marketing Behaviors of Ecomuseums in support of the competitive advantage, and analyzes the way of creating territorial brand values able to engage communities in the ongoing creation of an Ecomuseum, looking for an interpretative model. A particular focus is on fundraising and online communication in order to have evidence of the wide range of stakeholders this entrepreneur can target. To reach its goal, this paper presents a Cluster Analysis to gain an understanding of Economics of Ecomuseums, and case studies to offer an insight of their Marketing Strategies. The cluster analysis will profile a USA sample according to their marketing and fundraising performances and emphasize the connections with audiences and targets both within and without the communities, town or regions where they are. The sample will allow to focus on vanishing boundaries of the definition and to separate strategies and performances of two main profiles: the Fundraiser with Gain or Loss and the Marketing Expert.

Sense and sensibility in the contemporary generous society: Economics and social media communication of the biggest grant-making foundations

The aim of this paper is to contribute to the debate on grant-making foundations, deepening the concepts of sense and sensibility as pillars of social media communication and as drivers of significant economics results. There is a limited amount of academic work focused on the use of social media by non-profit organizations including foundations. Firstly, this paper gives an insight on how the biggest worldwide foundations are using social media to engage key stakeholders and enhance philanthropic culture. In fact, social media and the increased emphasis on stakeholder engagement have changed the non-profit scene, and nowadays foundations have to manage stakeholder perception that are triggered by brand identity and shaped by performance. A cluster analysis of the performance of the 100 biggest grant- making foundations in the world, emphasizes revenue diversification, contribution and grant-making ratios as key results of multiple stakeholder engagement, and profiles foundations with different sense and sensibility.

Marketing e fundraising degli ecomusei americani

L’ecomuseo e un luogo di relazioni, di collaborazione tra cittadini e istituzioni per la conservazione e la valorizzazione del patrimonio culturale materiale e immateriale. Il concetto assume un significato diverso in base al contesto in cui e inserito. Il paper esamina i confini della definizione di Ecomuseo, ne individua gli elementi costitutivi e indaga i comportamenti strategici degli Ecomusei statunitensi per una possibile classificazione. Dalla ricerca, svolta tramite Cluster Analysis, emergono due profili fondamentali a sostegno del vantaggio competitivo. Tali profili, individuati nel paper come Marketing Expert e Fundraiser, discendono dal patrimonio immateriale valorizzato dell’Ecomuseo, per il binomio comunita e luogo e ne condizionano le strategie di marketing.

Economics and Marketing of USA Universities

Abstract The global economic crisis is affecting not-for-profit performances: endowments are suffering, revenues and contributions are diminishing. At the same time donors are targeted by a pressing good-cause related marketing and the competition for resources is particularly keen. Not-for-profits like USA Universities are then confronted with different marketing tools: some of them are typical of for-profits and concern customers, their segmentation and their purchasing-power exploitation; some are, instead, typical of not-for-profits and aim to gain propensity and trustworthiness of donors. The economic and marketing literature counts several contributions about the implementation of marketing, fundraising, investing and other miscellaneous strategies whose final aim is the revenue maximization. From draft application to mature strategies, marketing is exploited by the ‘cultural entrepreneur’ who copes with the eternal trade-off between cultural-artistic purposes and an efficient allocation of resources. As a matter of fact, inside of the organization the competition between marketing experts and fundraisers for the allocation of budget and resources is increasing. The papers research goal is to investigate the revenue diversification in USA Universities, referring to 2012s data of IRS Forms with the highest 2012 revenues. The cluster analysis gives evidence that the highest gain is the result of the implementation of revenue diversification for hybrid profiles. The most crowded cluster is the Marketing Expert with the second highest gain. Focused on revenue-maximization, USA universities are surviving thanks to an efficient resource allocation in marketing, fundraising and other financing strategies.