Document Type
Article
Publication Date
Fall 2022
Publisher
Wiley
Source Publication
The Journal of Consumer Affairs
Source ISSN
0022-0078
Original Item ID
DOI: 10.1111/joca.12461
Abstract
Evolving financial behavior, an unpredictable public policy atmosphere, and an unparalleled global pandemic have collaborated to disrupt nonprofit fundraising. The COVID-19 pandemic alone exacerbated consumer demands for nonprofit services while curtailing nonprofit organizations' ability to fundraise. Without fundraising, nonprofit organizations cannot achieve their mission or support their causes, leading to a precarious situation for societal well-being. Meanwhile, consumers are changing their financial behaviors, with younger generations often going cashless. At the same time, governments continue to change policies that affect nonprofit organizations. In keeping with the transformative consumer research movement, the present study provides a conceptual framework for the state of nonprofit fundraising amid the challenges associated with changes in financial behavior and public policy, coupled with the effects of the global pandemic. Marketing strategies for fundraising success are presented to aid nonprofits going forward and serve societal interests.
Recommended Citation
Van Steenburg, Eric; Anaza, Nwamaka A.; Ashhar, Ahmed; Barrios, Andres; Deutsch, Ashley R.; Gardner, Meryl P.; Priya, Preeti; Roy, Abhijit; Sivaraman, Anu; and Taylor, Kimberly A., "The New World of Philanthropy: How Changing Financial Behavior, Public Policies, and COVID-19 Affect Nonprofit Fundraising and Marketing" (2022). Marketing Faculty Research and Publications. 305.
https://epublications.marquette.edu/market_fac/305
Comments
Accepted version. The Journal of Consumer Affairs, Vol. 56, No. 3 (Fall 2022): 1079-1105. DOI. © 2022 Wiley. Used with permission.