International Review on Public and Nonprofit Marketing
Scope & Guideline
Fostering Dialogue on Marketing for the Greater Good
Introduction
Aims and Scopes
- Marketing Strategies for Social Causes:
The journal delves into innovative marketing strategies that nonprofit organizations can employ to promote social causes, enhance fundraising efforts, and improve donor engagement. - Consumer Behavior in Nonprofit Contexts:
Research focuses on understanding the motivations, attitudes, and behaviors of consumers towards nonprofit organizations, including donation intentions and volunteerism. - Public Sector Marketing:
The journal addresses marketing practices within the public sector, exploring how governmental bodies can better engage citizens through effective communication and service delivery. - Social Marketing and Sustainable Development:
A significant focus on how marketing can drive social change and contribute to sustainable development goals, particularly in addressing environmental and social issues. - Cause-Related Marketing:
The journal investigates the dynamics of cause-related marketing, examining how businesses and nonprofits can collaborate to achieve mutual benefits. - Digital Marketing in Nonprofits:
Exploration of how digital tools and technologies, including social media and online fundraising platforms, can be harnessed by nonprofits to reach broader audiences.
Trending and Emerging
- Sustainability and Environmental Marketing:
Emerging research highlights the importance of sustainability in marketing practices, focusing on how organizations can promote eco-friendly initiatives and influence consumer behavior toward environmental stewardship. - Digital Engagement Strategies:
A significant trend towards understanding how digital platforms can enhance engagement with audiences, particularly during and after the COVID-19 pandemic, is evident in recent publications. - Behavioral Insights in Marketing:
Increasingly, studies are incorporating behavioral insights to better understand donor motivations and consumer behaviors, utilizing psychology to inform marketing strategies. - Social Media Impact on Nonprofits:
Research exploring the role of social media in shaping nonprofit marketing strategies and its effectiveness in mobilizing support is gaining prominence. - Crisis Response and Recovery Marketing:
The need for effective marketing strategies during crises, such as pandemics or natural disasters, is emerging as a key area of interest, focusing on communication and recovery efforts. - Cross-Cultural Marketing Practices:
An expanding interest in how cultural differences affect nonprofit marketing strategies and consumer behavior highlights the global context of public and nonprofit marketing.
Declining or Waning
- Traditional Marketing Techniques:
There has been a noticeable decrease in research related to traditional marketing techniques, as the field increasingly shifts toward digital and social marketing strategies. - Generic Nonprofit Branding:
Research focusing on generic branding strategies for nonprofits appears to be waning, with an increasing emphasis on personalized and community-specific branding efforts. - Volunteer Management Practices:
While still relevant, studies specifically addressing volunteer management practices have declined as the focus has shifted towards broader themes such as engagement and motivation. - Crisis Communication in Nonprofits:
The exploration of crisis communication strategies in nonprofit sectors is less frequent, possibly due to a focus on more proactive engagement strategies. - Philanthropic Studies:
Research centered solely on philanthropic studies is diminishing, as the journal moves toward integrated approaches that consider marketing implications alongside philanthropic efforts.
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