Jennifer A. Pope

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960–1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.

Why Do Gen Y Students Study Abroad? Individual Growth and the Intent to Study Abroad.

We propose that Generation Y college students’ motivations to study abroad are rooted in the desire for individual growth, which, combined with other motivation factors—gender, parents’ educational level, prior international experience, age, and household income—drives the intent to study abroad. The study samples juniors and seniors in business majors, thereby attempting to shorten the temporal distance between study abroad intent and action. A significant number of students declare intent to study abroad as freshmen, yet fail to act on those intentions when the opportunity presents itself a year or two later. Results showed that the desire for individual growth was significantly and positively related to Gen Y business students’ intention to study abroad. Students’ prior experience visiting foreign countries and younger age positively moderated the effect of the desire for individual growth on intent to study abroad. The time lag between intent and action, and the fact that study abroad is a high involvement activity creates promotional challenges on how to best promote study abroad to Gen Y students. The article suggests practical implications and suggests how schools might increase study abroad participation among Gen Y college students.

Marketing implications of privacy concerns in the US and Canada

Purpose – Increasing availability of data obtained via the internet and the proliferation of direct mail advertising provides tremendous opportunities for marketers to reach their customers. However, increased risks to the personal privacy of consumers, and attention in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy‐protecting behaviors. This paper aims to address these issues.Design/methodology/approach – Using the results of a multinational privacy survey, the paper examines consumer privacy concerns and privacy‐protecting behaviors in the USA and Canada. It uses factor analysis and multiple regression techniques to analyze the data.Findings – While consumer concerns about privacy are essentially the same between the two countries, the privacy‐protecting behaviors differed significantly. The paper also suggests that demographic variables influence ...

Nonprofit Outsourcing Patterns: Why Don’t Small NPOs Outsource More?

Nonprofit organizations (NPOs) serve a unique purpose, filling gaps left by governments and for-profits. NPOs have the potential to do a lot of good in their communities. However, these organizations are often resource-constrained, both financially and in terms of human capital. Furthermore, NPOs are often judged on the ratio of administration costs to program costs. For these reasons, personnel in small NPOs are often diverted from the organization’s mission to administrative functions. Outsourcing, as research has shown in for-profits, offers the opportunity to refocus human capital to the mission cost effectively. However, there is little research on outsourcing for small NPOs. This study focuses on small NPOs in regard to outsourcing administrative functions. The study found that small NPOs often use staff time and board resources on administrative functions to keep costs down and may not understand the benefits of outsourcing.

A Cross-Country Study of Management and Leadership Development Needs in Dynamically Changing Societies

Today’s business environment is changing at an ever-increasing pace. This creates an atmosphere of volatility, uncertainty, complexity and ambiguity that businesses are struggling against in their effort to survive and grow. Like many companies in the world, those in Central and Eastern Europe (CEE) and South Africa face a lot of challenges of the same nature in this dynamic environment; a few of them, however, are unique to their country’s particular situation. Challenges include political and economic uncertainty, increasing competition due to globalization, changing workforce dynamics, and changing customer wants and needs. In order to address these challenges, companies are recognizing that they have certain developmental needs and the necessity to determine how to meet these needs in the most efficient and effective way possible. One of the most complex developmental needs that companies anticipate is the need to change their culture and mindset. Companies have to be more flexible, agile, and willing to think more strategically. Companies also recognize that they have to develop their workforce and include more education for competencies in entrepreneurship, customer service, soft skills (e.g. communication, negotiation), and leadership.

Introduction and Research Methodology

The world has been changing drastically since the beginning of the twenty-first century. Globalization, technological progress, socio-economic, and environmental changes have been reshaping the social, economic and political contexts of national and regional economies within which new business models have been emerging. The emerging business-related issues create new managerial and leadership challenges, which require developing new knowledge, skills and attitudes, and the corporate world is now seeking new strategic responses to address all of these changes.

Management and Leadership Development Needs: The Case of Slovenia

Higher education in Slovenia has a fundamental role in the developmental ambitions of the country in terms of empowering social and cultural wellbeing, and by supporting the Slovene economy in raising its growth potential. This chapter gives insights into the perceptions of the representatives of the Slovene economy regarding the relevance of higher education in Slovenia. It reveals the current and future management and leadership development needs concerning knowledge, skills and attitudes that should be taken into consideration while designing higher education offerings in the near future. The results of the qualitative analysis have implications for all higher education institutions in Slovenia, not only the ones focused on management education, in terms of strengthening collaboration between the business sector and higher education institutions in Slovenia. One of the major conclusions of this exploratory study is the importance of systematically monitoring the needs of higher education stakeholders as well as dynamics on the labor market with regards to employability and employment.