Journal of Nonprofit & Public Sector Marketing

Publisher: Taylor & Francis (Routledge)

Journal description

The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of traditional marketing principles for use by nonprofit organizations. Marketers who have struggled to adapt inappropriate marketing strategies from the profit-motivated sector will benefit from this resource targeted specifically for their nonprofit or public sector organization. The Journal of Nonprofit & Public Sector Marketing provides a vehicle for the development of marketing thought and dissemination of marketing knowledge in the nonprofit and public sectors of the economy. These sectors have recently been estimated at 25% of the wages in the U.S. economy, yet only a very small amount of the marketing literature is devoted to them. The nonprofit and public sectors share many common denominators which separate them from the for-profit sector, including budgeting considerations, the measurement of disparate goals among various publics, and a general lack of knowledge of marketing concepts. Traditional marketers often miss these important nuances in attempting to adapt marketing strategies and concepts to these new domains. The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of marketing for use by these organizations. The journal is vital reading for a variety of professionals. Marketing professionals, scholars, and researchers from such disciplines as leisure services--parks, recreation, tourism; public relations; higher education administration; and health care will discover a wealth of valuable information in JNPSM. An outstanding review board has been assembled which consists of many of the scholars who have been leaders in the initial development of marketing thought in the nonprofit and public sector. The journal presents peer-reviewed primary research and abstracts and indexes of current research published elsewhere. Special issues are being developed in the areas of marketing for governmental services, causes and movements, leisure services, and mental health.

Current impact factor: 0.00

Impact Factor Rankings

Additional details

5-year impact 0.00
Cited half-life 0.00
Immediacy index 0.00
Eigenfactor 0.00
Article influence 0.00
Website Journal of Nonprofit & Public Sector Marketing website
Other titles Journal of nonprofit & public sector marketing (Online), Journal of nonprofit & public sector marketing, Journal of nonprofit and public sector marketing
ISSN 1540-6997
OCLC 50100933
Material type Document, Periodical, Internet resource
Document type Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details

Taylor & Francis (Routledge)

  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Some individual journals may have policies prohibiting pre-print archiving
    • On author's personal website or departmental website immediately
    • On institutional repository or subject-based repository after a 18 months embargo
    • Publisher's version/PDF cannot be used
    • On a non-profit server
    • Published source must be acknowledged
    • Must link to publisher version
    • Set statements to accompany deposits (see policy)
    • The publisher will deposit in on behalf of authors to a designated institutional repository including PubMed Central, where a deposit agreement exists with the repository
    • SSH: Social Science and Humanities
    • Publisher last contacted on 25/03/2014
    • This policy is an exception to the default policies of 'Taylor & Francis (Routledge)'
  • Classification
    ​ green

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: Australian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.
    Journal of Nonprofit & Public Sector Marketing 03/2015; Vol. 27, Iss. 1. DOI:10.1080/10495142.2014.934567
  • [Show abstract] [Hide abstract]
    ABSTRACT: Alumni could be considered as large source of support for their almamaters in such areas as lobbying, volunteering (e.g. mentoring), information, donating, investment and networking. However, in order to increase alumni contribution it is necessary to identify key factors influencing on alumni loyalty. In this article, the authors developed a hybrid intention alumni loyalty (HIAL) model which proposes that alumni loyalty is determined by the main model dimensions of relationship quality, philanthropic effect, discretionary collaborative and student drop-out behavior. In order to validate the proposed model structure, the authors test the HIAL-model using the structural equation modelling approach and empirical data from a survey of both leading German and Russian full universities. Among other things, the results indicate that the predisposition to charity, benefits from alumni-association and quality of teaching, are crucial for intention to alumni loyalty for both Russian and German universities. Suggestions for the work of alumni associations are derived from the findings.
    Journal of Nonprofit & Public Sector Marketing 01/2015; forthcoming.
  • [Show abstract] [Hide abstract]
    ABSTRACT: We investigate the mediating role of moral emotions and their contingency on individual characteristics between perceptions of corporate ethical/unethical actions and consumer support for nonprofits. We conducted two between-subjects experiments to test our hypotheses on a sample of adult consumers. The results show that social justice values moderate elicitation of gratitude upon exposure to corporate ethical actions, which subsequently impacts consumer support for nonprofits. Furthermore, important individual characteristics (social justice values, moral identity) moderate the elicitation of negative moral emotions (contempt, anger, disgust) upon perception of corporate unethical actions, which then leads to consumer support for nonprofits. Our study adds to extant research on prosocial behavior by investigating how actions by for-profit companies impact individual helping and by examining a new psychological mechanism (i.e., moral emotional processes and their contingencies) underlying consumer support for nonprofits.
    Journal of Nonprofit & Public Sector Marketing 12/2014; 26(4):290-311. DOI:10.1080/10495142.2014.965064
  • Journal of Nonprofit & Public Sector Marketing 05/2014; 26(2):99-126. DOI:10.1080/10495142.2013.872508
  • Journal of Nonprofit & Public Sector Marketing 08/2013; 2013(3):237-255.
  • Journal of Nonprofit & Public Sector Marketing 07/2013; 25(3):211-236. DOI:10.1080/10495142.2013.819708
  • [Show abstract] [Hide abstract]
    ABSTRACT: There is a scarcity of research regarding the process of introducing market orientation into the not-for-profit sector. Understanding this process would greatly assist the not-for-profit sector, which is under increasing pressure to obtain funds to operate and offer appropriate services. In this article, we examine the successful introduction of market orientation into three Australian charities and identify the stages of implementation. The introduction of market orientation is analyzed from a discourse transformation perspective and a praxis framework is developed. This is amongst the first studies examining the transition to a market orientation discourse within charity organizations and the first study to develop a praxis framework to guide managers. The study also pioneers a discourse transformation perspective in market orientation research. The article thus extends our knowledge of market orientation within the not-for-profit sector and increases understanding of practitioner engagement in marketing activities.
    Journal of Nonprofit & Public Sector Marketing 02/2013; 25(1):28-55. DOI:10.1080/10495142.2013.759816
  • [Show abstract] [Hide abstract]
    ABSTRACT: Market orientation is the overarching framework by which practitioners and academics make sense of the interplay between customers, competition, stakeholders, and the organization within the commercial for-profit arena and is the way the marketing concept is put into practice. Many academics have argued that market orientation would also benefit nonprofit organizations by generating more funds in an increasingly competitive environment. The purpose of this article is to conduct a systematic review of market orientation, identify gaps, and develop a research agenda for market orientation research within the underresearched nonprofit sector. This research agenda highlights the structural, human resource, and cultural challenges nonprofit organizations face if they decide to adopt a market orientation, and the need to develop a praxis framework currently missing from the literature. The article offers suggestions for researchers to extend the concept of market orientation from the commercial for-profit into the nonprofit arena.
    Journal of Nonprofit & Public Sector Marketing 02/2013; 25(1):1-27.
  • Journal of Nonprofit & Public Sector Marketing 01/2013; 25(1):81. DOI:10.1080/10495142.2013.759819
  • [Show abstract] [Hide abstract]
    ABSTRACT: Charity sport events provide charitable organizations with a mechanism to communicate the mission of the charity to a large participant base, while fostering a meaningful event experience for event participants. This research examines the relationship among motives for charity sport event participation, participant belief in making a difference, and attachment to the event. In making this examination, an online questionnaire was administered to participants in the 2007 Lance Armstrong Foundation (LAF) LIVESTRONG Challenge (N = 568). Through structural equation modeling, the results demonstrate that belief in making a difference mediates the relationship between social and charity motives and attachment. Suggestions are made for marketing communication, highlighting belief in making a difference via rituals, symbols, and social media to assist in attracting and retaining participants.
    Journal of Nonprofit & Public Sector Marketing 04/2012; 24(2):123-140. DOI:10.1080/10495142.2012.679165
  • [Show abstract] [Hide abstract]
    ABSTRACT: Cause-related marketing campaign structural elements (CSEs) are individual message components that are selected for campaigns and have the ability to influence consumer intentions and behavior. In this study, the impact of donation magnitude (small; large) and donation recipient (branded and well-known; branded and fictitious; unbranded and well-known) on the dependent variables of consumer attitude toward the offer, attitude toward the alliance, and participation intention is explored by means of a 2 × 3 between-subjects experiment. Despite significant differences in familiarity with and attitude toward the donation recipient, significant differences between groups in terms of the dependent variables were not found. The nature of the sample (Generation Y), their attitude toward helping others and charitable organizations, social exchange theory, and equity theory are explored in an attempt to clarify the lack of significant differences pertaining to the dependent variables.
    Journal of Nonprofit & Public Sector Marketing 04/2012; 24(2):141-160. DOI:10.1080/10495142.2012.680317
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    ABSTRACT: This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.
    Journal of Nonprofit & Public Sector Marketing 03/2012; 24(1):43-64. DOI:10.1080/10495142.2012.652909
  • [Show abstract] [Hide abstract]
    ABSTRACT: Donor loyalty is linked to revenue generation in nonprofit organizations. This study utilized a consumer-based marketing approach to donors and their contributions via examining loyalty to nonprofit organizations. Through a detailed literature review that identified five specific hypotheses, tested using a secondary analysis of a large survey, and the design and implementation of a second (online) survey, this article empirically assesses donor loyalty and provides findings that develop the literature, support practice, and identify areas of future research. The results demonstrate the linkages between donor loyalty and revenue, and provide a deeper understanding of the relationship of demographic factors, preference for consistency, materialism, and maximization to donor loyalty. Notably, the results clearly illustrate that habitual switchers donate substantially less than loyal donors. A series of areas for future research are identified and a number of recommendations are provided to practitioners vis-à-vis understanding their donors and enhancing their revenues through donations.
    Journal of Nonprofit & Public Sector Marketing 03/2012; 24(1):65-81. DOI:10.1080/10495142.2012.652910
  • [Show abstract] [Hide abstract]
    ABSTRACT: The combination of social, political, and economic changes causing simultaneously decreasing funding and increasing demand for services is driving nonprofit managers to engage in proactive marketing in a for-profit model, including the use of online media. This research extends the MARKOR model of market orientation to examine the relationship between market orientation practices, as reflected in the utilization of online media, and their effects on the financial viability of nonprofit organizations (NPOs). The Wayback Machine website ( provided a unique ability to track site content over time, for comparison with each organization's financial indicators at corresponding points in time. The results of this study confirm the positive relationship between higher market orientation via online media presence and improved financial viability for the sampled group of NPOs. This study provides a simple, actionable, and free measure that NPOs can use to assess their current and planned online media.
    Journal of Nonprofit & Public Sector Marketing 03/2012; 24(1):26-42. DOI:10.1080/10495142.2012.652908