College of Business
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The Mission of the Jake Jabs College of Business & Entrepreneurship (JJCBE) is to provide excellence in undergraduate and select graduate business education.
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Item The new world of philanthropy: How changing financial behavior, public policies, and COVID ‐19 affect nonprofit fundraising and marketing(Wiley, 2022-06) Van Steenburg, Eric; Anaza, Nwamaka A.; Ashhar, Ahmed; Barrios, Andres; Deutsch, Ashley R.; Gardner, Meryl P.; Priya, Preeti; Roy, Abhijit; Sivaraman, Anu; Taylor, Kimberly A.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.Item How preexisting beliefs and message involvement drive charitable donations: an integrated model(Emerald, 2021-12) Van Steenburg, Eric; Spears, NancyPurpose. The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach. The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings. Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications. Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications. The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value. This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.