Philanthropy scandals and regular donations: the role of email marketing communications

Minguez, Ana (Universidad de Zaragoza) ; Sese, F. Javier (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1080/0267257X.2023.2268087

Año: 2023

Publicado en: Journal of Marketing Management 36, 15-16 (2023), 1592-1619
ISSN: 0267-257X

Factor impacto JCR: 3.5 (2023)

Categ. JCR: MANAGEMENT rank: 151 / 407 = 0.371 (2023) - Q2 - T2
Categ. JCR: BUSINESS rank: 119 / 304 = 0.391 (2023) - Q2 - T2

Factor impacto CITESCORE: 8.0 - Marketing (Q1) - Strategy and Management (Q1)

Factor impacto SCIMAGO: 1.454 - Strategy and Management (Q1) - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-23R
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
Financiación: info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)