Segmenting nonprofit stakeholders to enable successful relationship marketing: A review

International Journal of Nonprofit and Voluntary Sector Marketing

Volumn 19, Issue 2, 2014, Pages 76-91

  Rupp, Christine ^a   Kern, Sarah ^a   Helmig, Bernd ^a  

^a UNIVERSITY OF MANNHEIM   (Germany)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84948778278     PISSN: 14654520     EISSN: 1479103X     Source Type: Journal    
DOI: 10.1002/nvsm.1492     Document Type: Article

References (83)

1. Andreasen AA, Kotler P. 2008. Strategic Marketing for Nonprofit Organizations. Pearson Education: Upper Saddle River, NJ.
2. Botha K, Slabbert E. 2011. Market segmentation of visitors to Aardklop National Arts Festival: a correspondence analysis. Management Dynamics 20(1): 2-18.
3. Boulding W, Staelin R, Ehret M, Johnston WJ. 2005. A customer relationship management roadmap: what is known, potential pitfalls, and where to go. Journal of Marketing 69(4): 155-166.
4. Brennan L, Brady E. 1999. Relating to marketing? Why relationship marketing works for not-for-profit organisations. International Journal of Nonprofit and Voluntary Sector Marketing 4(4): 327-337.
5. Brooks AC. 2002. Can nonprofit management help answer public management's "big questions"? Public Administration Review 62(3): 259-266.
6. Bruce I. 1995. Do not-for-profits value their customers and their needs? International Marketing Review 12(4): 77-84.
7. Callow M. 2004. Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering. International Journal of Nonprofit and Voluntary Sector Marketing 9(3): 261-274.
8. Cermak DS, File KM, Prince RA. 1994. A benefit segmentation of the major donor market. Journal of Business Research 29(2): 121-130.
9. Chaiken S, Stangor C. 1987. Attitudes and attitude change. Annual Review of Psychology 38(1): 575-630.
10. Chan CH. 2005. Online auction customer segmentation using a neural network model. International Journal of Applied Science and Engineering 3(2): 101-109.
11. Coleman BC. 2002. Appealing to the unchurched: what attracts new members? Journal of Nonprofit and Public Sector Marketing 10(1): 77-91.
12. Denyer D, Tranfield D. 2009. Producing a systematic review. In The Sage Handbook of Organizational Research Methods, Buchanan DA, Bryman A (eds.). Sage: London; 671-689.
13. Dolnicar S, Lazarevski K. 2010. Marketing in non-profit organizations: an international perspective. International Marketing Review 26(3): 275-291.
14. Dolnicar S, Randle MJ. 2007a. What motivates which volunteers? Psychographic heterogeneity among volunteers in Australia. Voluntas: International Journal of Voluntary and Nonprofit Organizations 18(2): 135-155.
15. Dolnicar S, Randle MJ. 2007b. The international volunteering market: market segments and competitive relations. International Journal of Nonprofit and Voluntary Sector Marketing 12(4): 350-370.
16. Formica S, Uysal, M. 1998. Market segmentation of an international cultural-historical event in Italy. Journal of Travel Research 36(16): 15-24.
17. Galbraith CS, Siguaw JA. 1995. Aesthetic consumption differences in Asian-American and Anglo subcultures. Journal of Nonprofit and Public Sector Marketing 3(3-4): 3-24.
18. Garber LL, Muscarella JG, Bloom PN, Spiker JL. 2000. Consumer based strategic planning in the nonprofit sector: the empirical assessment of a symphony audience. Journal of Nonprofit and Public Sector Marketing 8(1): 55-86.
19. Garver MS, Divine RL, Spralls SA. 2009. Segmentation analysis of the volunteering preferences of university students. Journal of Nonprofit and Public Sector Marketing 21(1): 1-23.
20. Grande CA, Vavra TG. 1994. Improving direct mail fundraising through segmentation research. Nonprofit Management and Leadership 5(2): 141-158.
21. Grönroos C. 1997. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision 35(4): 322-339.
22. Gwin JM. 1990. Constituent analysis: a paradigm for marketing effectiveness in the not-for-profit organisation. European Journal of Marketing 24(7): 43-48.
23. Harvey JW. 1990. Benefit segmentation for fund raisers. Journal of the Academy of Marketing Science 18(1): 77-86.
24. Heidrich KW. 1990. Volunteers' life-styles: market segmentation based on volunteers' role choices. Nonprofit and Voluntary Sector Quarterly 19(21): 21-31.
25. Helmig B, Jegers M, Lapsley I. 2004. Challenges in managing nonprofit organizations: a research overview. Voluntas: International Journal of Voluntary and Nonprofit Organizations 15(2): 101-116.
26. Helmig B, Thaler J. 2010. Nonprofit marketing. In Third Sector Research, Taylor R (ed.). Springer: New York; 151-170.
27. Hofacker CF, Gleim MR, Lawson SJ. 2009. Revealed reader preference for marketing journals. Journal of the Academy of Marketing Science 37: 238-247.
28. Kleinschafer J, Dowell D, Morrison M. 2011. Doing more with less: understanding the contributions of regional art gallery members through marketing segmentation. Arts Marketing: An International Journal 1(1): 39-55.
29. Koo G, Hardin R. 2008. Difference in interrelationship between spectators' motives and behavioral intentions based on emotional attachment. Sport Marketing Quarterly 17(1): 30-43.
30. Kotler P. 1975. Marketing for Nonprofit Organizations. Prentice Hall: Englewood Cliffs, NJ.
31. Kotler P, Armstrong G. 2012. Principles of Marketing. Pearson Education: Harlow.
32. Kotler P, Roberto N, Leisner T. 2006. Alleviating poverty: a macro/micro marketing perspective. Journal of Macromarketing 26(2): 233-239.
33. Kottasz R. 2004. How should charitable organisations motivate young professionals to give philanthropically? International Journal of Nonprofit and Voluntary Sector Marketing 9(1): 9-27.
34. Kuenzel S, Yassim M. 2010. Game experience: an analysis of English and Welsh domestic cricket spectators. International Journal of Nonprofit and Voluntary Sector Marketing 15(1): 52-66.
35. Lee Y, Won D. 2011. Attributes influencing college students' participation in volunteering: a conjoint analysis. International Review on Public and Nonprofit Marketing 8(2): 149-162.
36. Lovelock C, Weinberg CB. 1984. Marketing for Public and Nonprofit Managers. John Wiley & Sons: New York.
37. Mainwaring S, Skinner H. 2009. Reaching donors. The Marketing Review 9(3): 231-242.
38. Masters T. 2000. Deciding to recruit only donors with high lifetime values. International Journal of Nonprofit and Voluntary Sector Marketing 5(3): 241-247.
39. McKinley-Floyd L, Shrestha N. 2008. Segmentation strategies for non-profits: mining the emerging market of "black gold". Journal of Business and Industrial Marketing 23(6): 416-428.
40. Milliman R, Turley L. 1993. Using demographic segmentation variables to identify financial donors for mental health services. Journal of Nonprofit and Public Sector Marketing 1(2-3): 69-77.
41. Mostafa MM. 2010. Psychographic clustering of blood donors in Egypt using Kohonen's self-organizing maps. International Journal of Nonprofit and Voluntary Sector Marketing 15: 157-171.
42. Nichols EJ. 1996. Using psychographics for major donor cultivation. Journal of Nonprofit and Voluntary Sector Marketing 1(1): 9-13.
43. O'Reilly CA, Chatman J, Caldwell DF. 1991. People and organizational culture: a profile comparison approach to assessing person-organization fit. Academy of Management Journal 34(3): 487-516.
44. Padanyi P, Gainer B. 2004. Market orientation in the nonprofit sector: taking multiple constituencies into account. Journal of Marketing Theory and Practice 12(2): 43-58.
45. Pentecost R, Andrews L. 2010. Differences between students' and non-students' willingness to donate to a charitable organisation. International Journal of Nonprofit and Voluntary Sector Marketing 15(2): 122-136.
46. Prince RA, File KM, Gillespie JE. 1993. Philanthropic styles. Nonprofit Management and Leadership 3(3): 225-268.
47. Randle MJ, Dolnicar S. 2009a. Does cultural background affect volunteering behavior? Journal of Nonprofit and Public Sector Marketing 21(2): 225-247.
48. Randle MJ, Dolnicar S. 2009b. Not just any volunteers: segmenting the market to attract the high contributors. Journal of Nonprofit and Public Sector Marketing 21(3): 271-282.
49. Randle MJ, Dolnicar S. 2009c. Understanding the Australian environmental volunteering market: a basis for behavioural change and a sustainable future. Austalasian Marketing Journal 17(4): 192-203.
50. Reid M, Wood A. 2008. An investigation into blood donation intentions among non-donors. International Journal of Nonprofit and Voluntary Sector Marketing 13: 31-43.
51. Rothschild ML. 1979. Marketing in nonbusiness situations or why it is so hard to sell brotherhood like soap. Journal of Marketing 43(2): 11-20.
52. Rust RT, Zeithaml V, Lemon K. 2000. Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. The Free Press: New York.
53. Salamon LM. 2010. The changing context of nonprofit leadership and management. In The Jossey-Bass Handbook of Nonprofit Leadership and Management, Renz DO (eds.). John Wiley & Sons: San Francisco; 77-100.
54. Sargeant A. 1996. Profiling the charity donor: a case study of the game conservancy trust. Journal of Nonprofit and Voluntary Sector Marketing 1(4): 343-353.
55. Sargeant A. 1997. Marketing the arts: a classification of U.K. theatre audiences. Journal of Nonprofit and Public Sector Marketing 5(1): 45-62.
56. Sargeant A. 2001. Using donor lifetime value to inform fundraising strategy. Nonprofit Management and Leadership 12(1): 25-38.
57. Sargeant A, Hilton T. 2005. The final gift: targeting the potential charity legator. International Journal of Nonprofit and Voluntary Sector Marketing 10(1): 3-16.
58. Scherhag C, Boenigk S. 2013. Different or equal treatment? Donor priority strategy and fundraising performance assessed by a propensity score matching study. Nonprofit Management and Leadership 23(4): 443-472.
59. Schrader U, Hennig-Thurau T. 2009. VHB-JOURQUAL2: method, results, and implications of the German Academic Association for Business Research's journal ranking. BuR Business Research 2(2): 180-204.
60. Shelley L, Polonsky MJ. 2002. Do charitable causes need to segment their current donor base on demographic factors? An Australian examination. International Journal of Nonprofit and Voluntary Sector Marketing 7(1): 19-29.
61. Shen A, Tsai C. 2010. Are single-gift committed donors different from their multiple-gift counterparts? International Journal of Nonprofit and Voluntary Sector Marketing 15(3): 253-264.
62. Shields PO. 2009. Young adult volunteers: recruitment appeals and other marketing considerations. Journal of Nonprofit and Public Sector Marketing 21(2): 139-159.
63. Smith LJ, Friedmann ML. 1994. Measuring satisfaction with services when the customer is not the consumer: the child care service example. Journal of Nonprofit and Public Sector Marketing 2(1): 9-28.
64. Smith WR. 1956. Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing 21(1): 3-8.
65. Stafford MR, Tripp C. 2001. Age, income, and gender: demographic determinants of community theater patronage. Journal of Nonprofit and Public Sector Marketing 8(2): 29-43.
66. Swanson SR, Davis CJ. 2006. Arts patronage: a social identity perspective. Journal of Marketing Theory and Practice 14(2): 125-138.
67. Swanson SR, Davis CJ, Zhao Y. 2008. Art for art's sake? An examination of motives for arts performance attendance. Nonprofit and Voluntary Sector Quarterly 37(2): 300-323.
68. Thyne M. 2001. The importance of values research for nonprofit organisations: the motivation-based values of museum visitors. International Journal of Nonprofit and Voluntary Sector Marketing 6(2): 116-130.
69. Todd SJ, Lawson RW. 1999. Towards a better understanding of the financial donor: an examination of donor behaviour in terms of value structure and demographics. International Journal of Nonprofit and Voluntary Sector Marketing 4(3): 235-244.
70. Todd SJ, Lawson RW. 2001. Lifestyle segmentation and museum/gallery visiting behaviour. International Journal of Nonprofit and Voluntary Sector Marketing 6(3): 269-277.
71. Tsiotsou R. 2006. Investigating differences between female and male athletic donors: a comparative study. International Journal of Nonprofit and Voluntary Sector Marketing 11(3): 209-223.
72. Tsiotsou R. 2007. An empirically based typology of intercollegiate athletic donors: high and low motivation scenarios. Journal of Targeting, Measurement and Analysis for Marketing 15(2): 79-92.
73. Van Slyke DM, Ashley S, Johnson JL. 2007. Nonprofit performance, fund-raising effectiveness, and strategies for engaging African Americans in philanthropy. American Review of Public Administration 37(3): 278-305.
74. Ward AM, McKillop DG. 2010. Profiling: a strategy for successful volunteer recruitment in credit unions. Financial Accountability and Management 26(4): 367-391.
75. Wood L, Snelgrove R, Danylchuk K. 2010. Segmenting volunteer fundraisers at a charity sport event. Journal of Nonprofit and Public Sector Marketing 22(1): 38-54.
76. Wymer WW. 1997. Segmenting volunteers using values, self-esteem, empathy, and facilitation as determinant variables. Journal of Nonprofit and Public Sector Marketing 5(2): 3-28.
77. Wymer WW. 1998. Youth development volunteers: their motives, how they differ from other volunteers and correlates of involvement intensity. Journal of Nonprofit and Voluntary Sector Marketing 3(4): 321-336.
78. Wymer WW. 1999. Understanding volunteer markets: the case of senior volunteers. Journal of Nonprofit and Public Sector Marketing 6(2-3): 1-23.
79. Wymer WW. 2003. Differentiating literacy volunteers: a segmentation analysis for target marketing. International Journal of Nonprofit and Voluntary Sector Marketing 8(3): 267.
80. Wymer WW, Samu S. 2002. Volunteer service as symbolic consumption: gender and occupational differences in volunteering. Journal of Marketing Management 18(9-10): 971-989.
81. Wymer WW, Starnes BJ. 1999. Segmenting subgroups of volunteers for target marketing: differentiating traditional hospice volunteers from other volunteers. Journal of Nonprofit and Public Sector Marketing 6(2-3): 25-50.
82. Yavas U, Riecken G. 1993. Socioeconomic and behavioral correlates of donor segments. Journal of Nonprofit and Public Sector Marketing 1(1): 71-83.
83. Yavas U, Riecken G, Babakus E. 1993. Efficacy of perceived risk as a correlate of reported donation behaviour: an empirical analysis. Journal of the Academy of Marketing Science 21(1): 65-70.