Nonprofit Marketing und Branding

Both the behavior and the environment of nonprofit stakeholders have changed, especially in the recent past. This can be seen in general trends in the relationship and behavior of nonprofit organizations and their stakeholders. There is a decrease in the regular commitment of donors to an individual organization, the demand for stakeholder participation in projects, and the use of new communication channels via social media. Adapting to changing stakeholder needs and conditions is fundamental to Relationship Marketing of Nonprofit Organizations in order to build long-term, robust relationships with them. Consequently, it is necessary to align relationship marketing with the relevant stakeholders.

In the literature of the forprofit sector, this further development of Relationship Marketing based on the identification of trends is already evident. It highlights the stronger participation and co-determination of customers, the stronger integration of the capabilities of stakeholders, and their stronger positioning as representatives of an organization. In the nonprofit context, this development is less pronounced. Although the literature partly refers to changes in the behavior of donors and changing contextual factors, a summarizing, conceptual consideration of these aspects has not yet been made. There are isolated approaches for a revision of Nonprofit Relationship Marketing, but overall, research on this is still at an early stage.

Against the background of this state of research, the project aims at a comprehensive identification of the corresponding trends in Nonprofit Relationship Marketing. Based on this, innovative strategies will be developed to address these new conditions and needs of nonprofit stakeholders. Initial steps are being taken to further develop the Nonprofit Relationship Marketing concept. This research project serves both nonprofit research and practice, which requires commitment concepts for the next generation of stakeholders.

Publikationen (extract):

Wymer, W., Becker, A., & Boenigk, S. (2021). The Antecedents of Charity Trust and its Influence on Charity Supportive Behavior. Journal of Philanthropy and Marketing, 26(2), 26(2). DOI:_10.1002/nvsm.1690.

Becker, A., Boenigk, S., & Willems, J. (2020). In Nonprofits We Trust? A Large-Scale Study on the Public’s Trust in Nonprofit Organizations. Journal of Public & Nonprofit Marketing, 32(2), 189-216. DOI: 10.1080/10495142.2019.1707744.

Boenigk, S. & Becker, A. (2016). Toward the Importance of Nonprofit Brand Equity. Results from a Study of German Nonprofit Organizations. Nonprofit Management & Leadership, 27(2), 181-198. DOI: 10.1002/nml.21233.

Boenigk, S., & Helmig, B. (2013). Why Do Donors Donate? Effects of Organizational Identification and Identity Salience on the Relationships among Satisfaction, Loyalty, and Donation Behavior. Journal of Service Research, 16(4), 533–548. DOI: 10.1177/1094670513486169.