Nonprofit Marketing: A Systematic Review

Figures & data

Figure 1. Process of article selection.

Figure 2. Number of publications and citations by theme.

Figure 3. Number of publications by year.

Figure 4. Types of research.

Figure 5. Country of research.

Table A1. Articles included in the systematic literature review.

No	Authors and Year	Journals	Country of research	Sector of research/Study area	Purpose	Type of study	citations	Theme
1	Boenigk and Schuchardt (2015)	Nonprofit and Voluntary Sector Quarterly. SAGE	Germany	Plan International Germany and the Hotel Adlon Kempinski Berlin	to determine whether luxury brand partners provide support for NPOs,	Quantitative, experimental	47	Brand in Nonprofit marketing
2	Sepulcri et al. (2020)	Journal of Product & Brand Management. Emerald	Brazil	articles published over an 18-year period on nonprofit branding	to systematically analyze publications on nonprofit branding.	Systematic review	16
3	Boenigk and Becker (2016)	Nonprofit Management & Leadership. Wiley Periodicals, Inc.	Germany	German NPOs (Red Cross, Aktion Mensch and UNICEF)	to provide evidence on the conceptualization and implementation of nonprofit brand equity.	Quantitative, Partial least squares	33
4	Zhang et al. (2016)	Journal of Business & Industrial Marketing. Emerald insight.	China	an Empirical Study among Chinese Firms	to determine the effects of brand orientation on the business-to-business services brand equity.	Quantitative	82
5	Bebko et al. (2014)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis Group, LLC	USA	business classes students at a northeastern university	to determine whether the content of advertisements for NPOs had an impact on people’s decisions to donate.	Quantitative	42
6	Wymer et al. (2016)	International Society for Third-Sector. Springer	Canada	marketing students at a German and Canadian university	to conceptualize nonprofit brand strength as a familiarity, attitude, and remarkability construct	Quantitative: CFA	38
7	Huang and Ku (2016)	Journal of Electronic Commerce Research	Taiwan	NPO websites	to explore how information items on NPO websites improve the brand image of a nonprofit	Mixed-methods/Content analysis and a card sorting	73
8	Dessart (2017)	Journal of Marketing Management. Taylor & Francis Group	France	data is gathered by getting in touch with brand page admins and asking them to post the survey link on their page.	to investigate individual-level relational outcomes of social media engagement.	Quantitative: Structural equation modeling (SEM)	311	Social media campaigns
9	Sutherland (2016)	Media International Australia. SAGE	Australia	ALS Ice-Bucket	to provide a strategy for using social media as a relationship management tool for academics, practitioners, and researchers in public relations.	Qualitative (Explanatory and flexible case study approach)	23
10	Sun and Asencio (2019)	International Journal of Public Administration. Taylor & Francis Group	USA	human service NPOs in the Los Angeles metropolitan area	to investigate how social media is used by NPOs to strengthen their organizational capabilities.	Mixed-methods	34
11	Men and Tsai (2014)	Journal of Public Relations Research. Taylor & Francis Group	USA	an online survey of active American SNS users who have liked or followed the Facebook page of at least one business.	to develop and test a theoretical framework that measures public interaction with corporate websites on social networking sites.	Quantitative: SEM	221
12	Men and Tsai (2015)	Public Relations Review. Elsevier Inc	USA	the analysis was based on how American users interacted with business Facebook pages.	to determine the relations between important social media communication factors and organization-public relationships.	Quantitative: Hierarchical regression	189
13	Gálvez-Rodriguez et al. (2014)	Public Relations Review. Elsevier Inc.	Colombia	Colombian NPOs	to investigate how Colombian NPOs utilize Facebook as a communication tool.	Quantitative	35
14	Tully et al. (2019)	Communication Studies. Taylor & Francis Group	USA	list of organizations provided by the USAID Center for international disaster	to assess how NPOs use hyperlinks embedded in tweets for strategic communication	Qualitative	14
15	Zorn et al. (2013)	Voluntas. Springer	New Zealand	voluntary organizations in New Zealand.	to determine what makes resource mobilization chains stronger.	Quantitative: regression	66
16	O’Sullivan and Hughes (2019)	Journal of Technology in Human Services. Taylor & Francis Group	Ireland	Irish not-for-profit carer support organization.	to evaluate the social media utilization of NPOs	Qualitative: case study	4
17	Kim and Yang (2017)	Public Relations Review. Elsevier Inc.	USA	24/7 Wall Street list of America’s Most Hated Companies and the Fortune list of the World’s Most Admired Companies	to investigate three distinct (like, comment, and share) behaviors of social media users.	Mixed method (Content analysis)	413
18	Cho et al. (2014)	Public Relations Review. Elsevier Inc.	USA	2011 listing of the “Nonprofit Times 100,” which includes the 100 largest NPOs in the United States	to explore the public engagement of NPOs on Facebook.	Qualitative (content analysis)	353
18	Gálvez-Rodríguez et al. (2016)	Internet Research. Emerald Group Publishing Limited	Spain	NPOs that use Twitter	to examine how different elements affect NPOs utilize Twitter to communication	Mixed (Content analysis & A content analysis)	69
20	Li et al. (2023)	Psychology and Marketing. Wiley Periodicals LLC.	Finland	418 articles published during the period 2009–2021	to systematically review extant knowledge of social media marketing.	Qualitative	0
21	Nelson (2019)	International Review on Public and Nonprofit Marketing. Springer	USA	Nonprofits Twitter user organization,	to explain the relation between online stakeholder participation and the function networks.	Qualitative (Content analysis)	14
22	Appleby (2016)	SPNHA Review	USA	NPOs and social media	to understand the challenges associated with measuring return on investment of social media campaigns	Literature review paper	25
23	Bernardi and Alhamdan (2022).	Journal of Philanthropy and Marketing. WILEY	UK	Twitter and Instagram.	to identify social media analytics for NPM.	Qualitative	0
24	Bernritter et al. (2016)	Journal of Interactive Marketing. Elsevier	Netherlands	Students of a Dutch university	to assess why nonprofits are easier to endorse on social media and to assess the roles of brand symbolism.	Quantitative	169
25	Cazorla Milla et al. (2017)	International Journal of Applied Business and Economic Research. Serials Publications	UAE	The youth NPO called AIESEC in Latvia.	to assess adopting social media for nonprofits as a main marketing tool	Qualitative	5
26	Jiang et al. (2016)	Public Relations Review. Elsevier Inc.	USA	In-house senior communication managers from top-tier corporations and nonprofits based in the United States.	to examine how communication executives and managers evaluate social media engagement	Qualitative	107
27	Laurett and Ferreira (2018)	International Society for Third-Sector Research. Springer	Portugal	Scientific articles (published between 1981 and 2016)	to review the Strategies of NPOs.	Systematic review	85	Nonprofit Marketing strategy
28	Mato-Santiso et al. (2021)	Public Relations Review. Elsevier	Spain	Articles from 2007 to 2019	to review managing multi-stakeholder relationships in nonprofit organizations through multiple channel	Systematic review	16
29	Liu et al. (2018)	Journal of Business Ethics. Springer	UK	UK-based socially entrepreneurial NPOs	to describe how implementing strategic alliance management practices can help socially entrepreneurial NPOs achieve better social alliance performance.	Quantitative	29
30	Watson et al. (2020)	Journal of Business Research. Elsevier	UK	UK-based consumer-goods businesses and NPOs.	to investigate what works in business-nonprofit collaboration for sustainable innovation	Qualitative (case studies)	34
31	Tuneva (2020)	Journal of Innovative Business and Management. Mednarodno inovativno poslovanje	North Macedonia	senior representatives of organizations	to investigate how marketing concepts and tactics are developed and applied in the nonprofit sector	Qualitative	0
32	Akingbola (2013)	Voluntas. Springer	Canada	study conducted based on resource-based view	to outline a strategic framework for nonprofit human resource management.	Qualitative	189
33	Álvarez-González et al. (2017)	BRQ Business Research Quarterly. Elsevier	Spain	representative sample of Spanish NPOs	to assess the degree to which business-nonprofit collaborations encourage NPO development of an internal marketing strategy.	Quantitative (SEM)	107
34	Chen and Hsu (2013)	The Service Industries Journal. Taylor & Francis	Taiwan	executives listed in the directory of major foundations in Taiwan.	to determine how entrepreneurial behavior and business success are related, and to look into how market orientation affects this relationship.	Quantitative ((hierarchical regression))	107
35	Hume and Leonard (2014)	Public Relations Review. Elsevier Inc.	South Africa	International non-governmental organizations in South Africa	to investigates the strategic management of internal communication within the international non-governmental organization’s framework.	Qualitative (case studies)	77
36	Gazley and Guo (2020)	Nonprofit Management and Leadership. Wiley online library.	Pennsylvania	Nonprofit collaboration research.	to review the content of past empirical studies which published between 1972 and 2015 on nonprofit collaboration.	A systematic review of the literature	53	Nonprofit Marketing Collaboration
37	MacIndoe (2013)	State and Local Government Review. SAGE	Boston	Nonprofit executive directors in Boston	in order to answer the question: What influences the likelihood and degree of nonprofit-government collaboration?	Quantitative	37
38	Sanzo-Pérez and Álvarez-González (2022)	Technovation. Elsevier	Spain	Spanish social enterprises	to determine whether the emergence of partnerships between businesses and NPOs promotes social innovations.	Quantitative	1
39	Stecker (2014)	Journal of Economic Issues. Taylor & Francis Group	USA	Social entrepreneurial principles and activities.	to use social entrepreneurship to transform the nonprofit sector	Conceptual	136	Nonprofit/Social Entrepreneurship
40	Andersson and Self (2014)	International Society for Third-Sector Research. Springer	USA	Nonprofit sectors	to investigate how social entrepreneurship affects nonprofit’s performance	Mixed: Experimental	78
41	Felício et al. (2013)	Journal of Business Research. Elsevier	Portugal	NPOs	to analyzes the roles of social entrepreneurship and transformational leadership in explaining the social value and the organizational performance of nonprofit social organizations.	Quantitative	267
42	Lacerda et al. (2020)	Nonprofit Management and Leadership. Wiley online library	Brazil	Theoretical and empirical studies about entrepreneurial orientation in the nonprofit context.	to identify factors, define entrepreneurial orientation in NPOs.	Systematic literature review	13
43	Becker et al. (2020)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis	Germany	German NPOs	to create and test a multilevel study design in order to gain a better understanding of public confidence in NPOs and the factors that influence it.	Quantitative	25	Trust in Nonprofit marketing
44	Chapman et al. (2021)	Nonprofit and Voluntary Sector Quarterly. SAGE	Australia	A survey of individuals (18 and older) from 31 different nations	to determine how much public confidence has evolved over time and how much nongovernmental organizations are trusted.	Quantitative	9
45	Hou et al. (2018)	International Review on Public and Nonprofit Marketing. Springer	China	Real nonprofit scandal that took place in China	to determine the roles that cognitive and emotional perceptions play in trust damage, as well as its psychological implications.	Mixed	7
46	Katz (2018)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis	Israel	NPOs collected from a nationally representative sample.	to explore the relationship between a non-familiarity, credibility, and influence and the likelihood that it will obtain donations.	Quantitative	29
47	Sanzo et al. (2015)	Nonprofit and Voluntary Sector Quarterly. SAGE	Spain	Spanish not-for-profit Organization’s/Spanish foundations	to assess whether a business-nonprofit partnership has consequences that go beyond those related to their usual roles of donor and beneficiary.	Quantitative	78
48	Lin (2021)	Applied Research in Quality of Life. Springer	China	Chinese individuals aged 18 and older	to understand how social capital affects charity giving and volunteering tendencies	Quantitative	9
49	Chapman et al. (2021)	Nonprofit and Voluntary Sector Quarterly. SAGE	Australia	Evidence generated between 1988 and 2020.	to determining whether or not trust is a requirement for charitable contribution.	Systematic review	9
50	Despard (2017)	Nonprofit and Voluntary Sector Quarterly. SAGE	USA	Nonprofit human service organizations	To respond to the query: Can Nonprofit Capacity Be Measured?	Quantitative	71	Nonprofit marketing Performance
51	Greiling and Stötzer (2015)	International Society for Third-Sector Research. Springer	Austria	Austrian NPOs	to investigate stakeholder focused relations of NPOs’	Qualitative	57
52	Lee and Nowell (2015)	American Journal of Evaluation. SAGE	USA	Nonprofit performance measurement.	to analyses the existing nonprofit performance measurement models	Literature review	183
53	Treinta et al. (2020)	Frontiers in Psychology	Brazil	Articles related to performance measurement system on NPOs.	to provide a thorough summary of the NPO performance measurement system.	Literature review	21
54	Prentice (2016)	Nonprofit and Voluntary Sector Quarterly. SAGE	USA	Nonprofit financial health studies and textbooks	to answer “Can accounting metrics be categorized into theoretically comprehensible and practically supported constructs?”	Literature review	124
55	Kato et al. (2018)	International Society for Third-Sector Research. Springer	USA	Measure social benefits and social value	to develop the theoretical framework for Measuring Social Value	Qualitative	28
56	da Costa et al. (2020)	Latin American Business Review. Taylor & Francis	Brazil	Brazilian NPOs	to study dynamic capabilities and organizational performance in the nonprofit sector	Quantitative	3
57	Hommerová and Severová (2019)	Journal of Social Service Research. Taylor & Francis	Czech Republic	NPOs of Czech Republic	to assess fundraising of NPOs	Quantitative	41	Fundraising
58	Lee (2021)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis	USA	The study used 2012 Sample data, which include detailed financial information	To examines NPM Expenses	Quantitative (Tobit regression)	9
59	Asencio and Sun (2015)	Advances in Social Networking and Online Communities	USA	Highly successful online peer-to-peer fundraising campaign using the Donor Drive® software	To assess Peer-to-peer fundraising Success.	Qualitative (Case study)	0
60	Nah and Saxton (2013)	New media & society. SAGE	USA	The study used Twitter, Facebook, and other data on 100 large US nonprofit organizations.	to investigate the factors that influence organizational adoption and social media use	Quantitative: Multiple Regression	571
61	Kumar and Chakrabarti (2021)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis	India	148 articles on charity donor behavior and giving behavior	to conduct a thorough literature analysis on the motivations behind charitable giving.	Qualitative	5
62	Modi and Sahi (2022)	Journal of Nonprofit & Public Sector Marketing. Taylor & Francis	India	The study conducted based on survey data gathered from 360 NPOs	to examine how market orientation and internal market orientation affect a nonprofit organization’s ability to acquire funding.	Quantitative((PLS-SEM)	4

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Bebko, C., Sciulli, L. M., & Bhagat, P. (2014). Using eye tracking to assess the impact of advertising appeals on donor behavior. Journal of Nonprofit & Public Sector Marketing, 26(4), 354–371. https://doi.org/10.1080/10495142.2014.965073

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