جستجوی مقالات مرتبط با کلیدواژه "خیریه" در نشریات گروه "مدیریت"

Social marketing is regarded as an applicable concepts in the field of philanthropy and non-profit organizations that uses mixed marketing principles to influence the audience’s behavior. It can also lead to the acceptance of a social idea. The ultimate goal of social marketing is to change society and achieve the public good in a long-term approach. In addition to charitable foundations and the development of their activities, increasing public participation in charitable affairs is also considered an under-developed area of social marketing. Therefore, it should be explained based on an empirical approach given the growing number and variety of charities. Today, there is a need for charitable organizations to implement marketing concepts to attract clients for more help. It is also necessary to increase public participation in charitable work. The main purpose of this research is to examine the application of social marketing in the development of charitable activities.

This cross-sectional research is applied in terms of purpose and descriptive in nature. Library and field methods have been used to collect data. Given that this research focuses on social marketing and charity, a systematic literature review was used to study the past literature. Moreover, the content analysis method was implemented to extract and propose related dimensions and components. In order to prioritize the components, the significance-performance matrix was used, where a questionnaire was employed to collect the experts’ opinions. Then, effective measures for implementation of a social marketing program and attracting public participation were determined as a result of a workshop with the management board of an active charity.

The extracted dimensions and components of social marketing in the field of charity include: goal setting (behavioral goals and cognitive goals), situational analysis (analysis of social marketing program environment, subjective norms to charity, social norms to charity), segmentation (demography dimensions, psychological dimensions, benefits for the target audience), social marketing mix (behavioral suggestion, participation cost, accessibility, social communication, people and participation, program funding), as well as program monitoring and evaluation of its impact (output evaluation, impact assessment). These components can lead to persuasion and persistence in good deeds and generosity behavior (increasing the donation of individual resources to charity, reducing/preventing the donation of individual resources other than charity, influencing macro-policy).

We could identify the following four measures that are proved effective in developing the activities of charitable foundations: holding events, the use of social networks, personal communication and word of mouth advertisement, as well as the use of reference groups and influential people.

Resolving the problem of poverty requires treatment of people in need of help to help the needy. Social charity marketing is used as one of the most effective and effective tools for encouraging and encouraging contacts to help the needy. In the process of social marketing planning, market segmentation is necessary for homogeneous and similar groups. This will lead to the design and provision of a tailor-made marketing program for each department. The present research seeks to base four indices of monthly assistance, daily assistance, amount of donation and the amount of income on the category of generosity. For this purpose, using cluster sampling method, 474 people from five regions of Tehran were selected. A hierarchical clustering technique was used to analyze the data. The results of the research show that there are five types of generosity behavior in the sample, for which each appropriate social marketing mix should be used to create a successful program for charitable contributions.

NGOs can benefit from crowd funding to achieve their prospects, since they are independent from government resources. The ever-increasing advances in Internet technologies and human interest in using social media is the main strengths to be considered. The purpose of this paper is to investigate the factors affecting the function of social media on the success of crowd funding of charity institutions, which is performed based on the grounded theory. In this regard, due to the lack of literature, the results of annual reports from countries and research centers and the experiences of charity financial managers have been studied and by reviewing articles line by line, content analysis coding has been done. The components have been sorted in 8 categories, validated and then shown in paradigmatic model and hypotheses were launched. The results show that the existence of a coherent financing strategy, efficient media management, and the credibility of fund are the reasons for the successful establishment of the project in the field of information technology and the proper use of the media, and the media advertising and communication with the funders provide a structural context for growth. This causes that the content be understood and needed budget be successfully funded.