Silke Boenigk

Why do Donors Donate? Examining the Effects of Organizational Identification and Identity Salience on the Relationships among Satisfaction, Loyalty and Donation Behavior

With an empirical study in two nonprofit industries (a money-collecting and blood-collecting organization), the authors investigate how organizational identification and identity salience together function in relation to satisfaction, loyalty, and behavior. They develop and test a model that best represents relationships featuring donor-nonprofit identification and donor identity salience in existing satisfaction-loyalty studies. Overall, the study empirically confirms that donor-nonprofit identification and donor identity salience are distinct constructs and that both have direct positive effects on loyalty, but not that much on donations. Within the money donation context, both identification constructs have stronger total effects on donor loyalty than donor satisfaction, whereas in the blood donation context, donor satisfaction has a stronger effect on loyalty. In testing the causal direction between donor-nonprofit identification and donor satisfaction, the authors also find that the path should be conceptualized from satisfaction to identification. The study contributes to the theory of organizational identification and identity salience by highlighting the advantages of taking a combined theoretical approach. Finally, the study suggests several means to implement donor identification management, including group activities, development of online communities, donor events, and more long-term-oriented tactics, all of which treat the donor as a cocreator of value.

A Study of Ad Hoc Network Performance in Disaster Response

Management problems are prevalent within ad hoc networks of public and nonprofit organizations that engage in disaster relief. This study explores the enabling factors that have an impact on the performance of public-nonprofit networks during disaster response and outcome factors that are influenced by the network performance. A survey is conducted among 288 disaster managers and analyzed by Partial Least Squares (PLS). The analysis reveals that a general openness to collaborate, collaboration experience, mutuality, and coordination have a strong impact on the performance of public-nonprofit networks. The network performance highly influences the long-term outcomes of a disaster response. The whole network of organizations can be strengthened and single organizations can acquire new knowledge. The results of this study help to derive implications for the management of public and nonprofit organizations active in disaster management operations.

The conceptualization of nonprofit marketing orientation : a critical reflection and contributions toward closing the practice–theory gap

In this article three generations of research addressing the marketing construct in nonprofit organizations are critically analyzed: (a) market orientation in nonprofit organizations, (b) societal orientation, and (c) research contributions aiming to close the existing practice–theory gap on this topic. A qualitative study among 24 nonprofit marketers is conducted in Canada and Germany to develop a construct labeled nonprofit marketing orientation. It includes the dimensions of brand orientation, supporters’ orientation, commercial orientation, and service orientation. Furthermore, the authors describe the nomological net of nonprofit marketing orientation to present interconstruct relationships and to inform future research.

Nonprofit Collaboration With Luxury Brands Positive and Negative Effects for Cause-Related Marketing

Luxury brands and nonprofit organizations (NPOs) increasingly engage in cause-related marketing (CRM) relationships. However, most previous studies analyzed CRM effects from a corporate, rather than a nonprofit, perspective. This study reverses the viewpoint to determine if luxury brand partners are beneficial for NPOs. Using a fictitious CRM cooperation between Plan International Germany and the Hotel Adlon Kempinski Berlin, two experimental studies obtained responses from 791 customers and 259 nonprofit employees/volunteers. The results show that partnering with a luxury brand can be beneficial because it enables the NPO to raise additional donations, enhances attitudes toward the nonprofit brand, and increases the chances of acquiring wealthy customers as future donors. Yet negative effects also arise, such as identification conflicts, especially among nonprofit employees and volunteers. Overall, this study reveals that nonprofit managers can pursue cooperation strategies with luxury brands—as long as they consider some important precautions.

The ‘Donor of the Future Project’ : first results and further research domains

The Alliance of Blood Operators initiated a project labelled ‘Donor of the Future’. This study gives an overview of the project results, in particular with regard to country differences.

A Public Sector Marketing Model to Measure the Social and Environmental Values of Public Strategies: An Empirical Study on a Green Public Service

ABSTRACT This article develops a public sector marketing model to measure the social and environmental values of public strategies. Applying partial least squares path modeling, the authors empirically test the model by conducting a quantitative survey (N = 603) among users of a green public service in the form of a public bike-sharing system. The findings reveal that users simultaneously perceive public outcomes on the social value and environmental value dimensions. The effect estimated on the perceived social value dimension of the green public service was slightly stronger than the effect on the environmental value dimension. Thus, users primarily perceive self-centered values, before considering values generated for the environment. The findings also show that engaging citizens now in the actual usage of green public services can foster green consumption intentions in the future.

Acquiring Potential Blood Donors in Large Cities: A Preference-Based Donor Segmentation Study

ABSTRACT In contrast to previous segmentation studies that apply mostly demographic segmentation criteria, this study presents a behavioral segmentation approach to explain how potential blood donors in large cities can be most effectively clustered and acquired. The authors conduct a representative online panel study among 2,062 potential blood donors living in the four largest cities of Germany—Berlin, Hamburg, Munich, and Cologne. Applying explorative factor analysis and cluster analysis, the study identifies and describes seven preference-based blood donor segments. Using the segmentation results, the authors derive several blood donor acquisition strategies that are directly linked to the identified preferences.

Luxury Brands in Cause-Related Marketing: Can Charities Acquire Luxury Consumers as Donors?

Despite increasing cause-related marketing (CRM) efforts among luxury brands, appropriate tactics for transforming luxury consumers into regular donors, members, or other supporters remain uncertain. Building on commitment-consistency theory, this article examines whether luxury CRM campaigns provide an opportunity for charitable organizations to acquire wealthy consumers as “individual pledge donors.” In two studies (N = 281 and N = 791), the authors find strong evidence that luxury consumers committing to donate to a charity through their CRM purchases are likely to support the same charity in future, related behaviors. Specifically, luxury consumers are generally willing to start a donor relationship, as expressed by their strong willingness to donate and word of mouth intentions; the findings also reveal actual supportive behavior, in the form of newsletter registrations and monetary donations. Managerial recommendations for successful donor/consumer acquisition processes are pertinent to both chariti...

3.4 Zusammenfassung

Die Entwicklungen im deutschen Bahnsektor in den 90er Jahren sind von zwei miteinander verknüpften Prozessen geprägt: Zusammenführung von DR (Deutscher Reichsbahn) und DB (Deutsche Bahn) und die in mehreren Reformschritten erfolgende Umstrukturierung des Bahnsektors in Deutschland, durch den die Umstrukturierung (Börsegang) der DB AG vorbereitet werden soll. Beide Prozesse bedingten eine massive Reduktion des Personalstandes bei der DB AG von über 52% seit 1991 auf 214.371 Personen Ende 2001. Der überwiegende Teil des Personalabbaus erfolgte – v.a. in der ersten Hälfte der 90er Jahre – im Osten, da dort die Produktivität der Bahn um fast 50% unter der westdeutschen lag. Der Personalabbau erfolgte vorwiegend durch sogenannte natürliche Fluktuation und sozialverträgliche Maßnahmen. Dies wurde in mehreren Bündnissen zwischen der Gewerkschaft und der Führung des Unternehmens festgelegt. Trotz dieser Übereinkünfte sind Zweifel an der Freiwilligkeit des Personalabbaus angebracht. Für den Verzicht auf betriebsbedingte Kündigungen verlangte die Unternehmensführung von der Gewerkschaft und der Belegschaft Unterstützung für die Restrukturierung und Flexibilisierung der Abläufe bei der DB AG.

An empirical investigation of experiences and the link between a servicedominant logic mindset, competitive advantage, and performance of nonprofit organizations

Twenty-five years have elapsed since Porter (1985) introduced the concept of competitive advantage and the creation of superior business performance into the literature and therewith embossed our thinking of how organizations compete. The most widely accepted definition is that competitive advantage is the ability of a firm to create more economic value for customers than its competitors through differentiation on the one or cost leadership on the other hand. Subsequent developments of this area of research emphasize the importance of social values to achieve competitive advantage. Of course, not only in the for-profit, but also in a nonprofit context, organizations achieve competitive advantage systematically (Porter/Kramer 2002; 2006; Kong/Prior 2008).