148589 20250120165542.0 doi 10.1080/0267257X.2023.2268087 sideral 135362 ART-2023-135362 eng Minguez, Ana Universidad de Zaragoza (orcid)0000-0002-4565-6746 Philanthropy scandals and regular donations: the role of email marketing communications 2023 Charitable organisations are principled actors providing essential community services. However, due to some highly publicised charity scandals in recent years, they are under increased scrutiny today. This study explores the impact of negative publicity (i.e. publicly reported scandals) about charitable organisations on the contributions of regular donors and analyses the moderating role of email marketing communications as a key factor in counteracting the impact of negative publicity on donations. The results of analysing a sample of regular donors during the period 2013–2020 reveal that negative publicity about charities reduces the amount donated, and that this effect is stronger on the contributions of more frequent donors, who are potentially more sensitive to this publicity. This impact is softened by email marketing communications. The implications for the field of marketing management in charities are discussed. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/DGA/S54-23R info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00 info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00 info:eu-repo/semantics/embargoedAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 3.5 2023 MANAGEMENT 151 / 407 = 0.371 2023 Q2 T2 BUSINESS 119 / 304 = 0.391 2023 Q2 T2 1.454 2023 Strategy and Management 2023 Q1 Marketing 2023 Q1 8.0 2023 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Sese, F. Javier Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 36, 15-16 (2023), 1592-1619 MM, J. mark. manage. Journal of Marketing Management 0267-257X 726141 http://zaguan.unizar.es/record/148589/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2025-04-18 1068959 http://zaguan.unizar.es/record/148589/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2025-04-18 oai:zaguan.unizar.es:148589 articulos driver 2025-01-20-14:53:43 ARTICLE