پژوهشنامه مطالعات وقف و امور خیریه
سال دوم شماره 1 (پیاپی 3، بهار و تابستان 1403)

Charity activities have long been a concern of all human societies. In the past, this was mostly done through face-to-face acquaintances or the introduction of a trusted person. However, the tremendous development of the Internet has revolutionized the way of marketing (Zarei et al., 2017). Social media marketing is one of the new dimensions of digital marketing practice. Social media marketing is the process of communicating brand information through social networking sites such as Facebook, LinkedIn, Instagram, YouTube, Twitter, MySpace, and WeChat to communicate with various stakeholders. Social networks can play a very important role in helping the needy and vulnerable people. In times of crisis and emergency, social networks can be used as a tool for information, communication, collecting donations and food, as well as for exchanging information about the location and condition of people. In earthquakes, floods, natural disasters, and other disasters, social networks can act as a bridge between those in need and those who can help. The research hypotheses include the following: H1: Charitable activities in social networks have a significant effect on the special value of charitable institutions. H2: Charitable activities in social networks have a significant effect on brand experience. H3: Brand experience has a significant effect on the special value of charities. H4: Charitable activities in social networks have a significant effect on the special value of charities through the mediating role of brand experience. H5: Perceived uniqueness moderates the effect of charitable activities in social networks through brand experience on the brand value of the charity organization. 

In terms of purpose, this research is of applied type and its method is survey-analytical in terms of execution method and it was done with SmartPLS4 software. The statistical population includes all philanthropists who have had the experience of cooperating with the Golestan Ali charity and were also members of the social networks of this collection. To measure the variables of social media activity, brand experience, perceived uniqueness, and brand value, the questionnaires of Kim and Ko (2012) with 9 items, Brakus et al. (2009) with 7 items Netemeyer et al. (2004) with 4 items, and Yoo and Donthu (2001) with 8 items were used. The validity of the content of the questionnaire was confirmed by professors and experts whose specialized fields were marketing management, strategic management, and business management. Also, validity has been confirmed based on the data contained in the basic article and previous studies. In addition, based on the results obtained in the validity and reliability section of the model and questionnaire, the sample size is considered to be 5-10 times the number of items in the questionnaire (Amani et al., 2011). Due to the dispersion of the statistical population, 280 people are selected using the available method. The factor loading of the questions is more than 0.5 and they have good validity (Ramin-Mehr & Charstad, 2015). To confirm the construct validity, in addition to confirmatory factor analysis, convergent and divergent validity were used. 

Divergent validity is verified using the single-double validity index (Heterotrait-Monotrait Ratio or HTMT) (Habibi & Adanvar, 2016). Based on the reported numbers, the divergent validity is confirmed due to the values being less than 0.9. In terms of demographics, the largest number of respondents are women, who constitute 58.9% of the population of respondents. The percentage of men who participated in answering was also 41.1%. In terms of education, 23.9% had an associate degree, 41.1% had a bachelor's degree, 24.3% had a master's degree, and 10.4% had a doctorate or higher. In terms of age, 16.8% were between 20 and 30 years old, 31.4% were between 31 and 40 years old, 34.3% were between 41 and 50 years old, and 17.5% were older than 50 years old. 21.4% have known the Golestan Ali brand for less than 5 years, 35% have known it between 5 and 10 years and 43.6% have known it more than 10 years. 70% of the sample members were members of the Instagram social network and 30% were members of the institution's Telegram. To determine the fit of the model, three indices of shared values, coefficient of determination, and goodness of fit index (GOF) are used. If the shared values are positive, the reflective model has the required quality (Mohsenin & Esfidani, 2016). The main indicator of the test of dependent latent variables of the model is the coefficient of determination, which expresses the percentage of prediction of the dependent variable differences by the independent variable. Comparison with the numbers 0.67, 0.33, and 0.19 respectively shows that this prediction is average and weak.
 

The social media marketing campaign of Golestan Ali Institute makes philanthropists believe that it provides more value and affects the special value of their institution's brand. The brand value of Golestan Ali Institute can be increased with the success of charitable activities in social media. Therefore, charitable activities in social networks affect the special value of charitable institutions. In this regard, it is recommended that the managers of the Golestan Ali Institute publish reliable, informative, and accurate information about the institution's brand on their social media pages because accurate information and gaining the trust of benefactors will increase the value of the charity's brand. Roud and other users are also attracted to this institution. It is also suggested that the introduction of the charitable activities of the Golestan Ali Institute in social networks should be attractive and artistic. Also, it is recommended that the content presented on social networks should be interesting and effective for the audience of these media. To get more users to join this page, Golestan Ali Institute's social media pages use rich media and promote interaction that leads to brand experience. When customers are informed about how a brand can meet their needs and wants through philanthropic activities on social media, a positive brand experience is reinforced. Therefore, charitable activities in social networks have a significant impact on the brand experience. It is recommended that the managers of Golestan Ali Institute emphasize quick interaction with benefactors online to create a positive experience. For example, a charity's social media manager should respond quickly to people's questions on a social media page or chatbot to avoid negative experiences. Also, in these networks, it is possible to share information with others, so that the philanthropists who have had the experience of cooperating with the Golestan Ali Institute can express their experiences. The brand experience affects the image and associations of the brand and improves a strong relationship between the philanthropists and the Golestan Ali (AS) Institute. Also, positive brand experience is very important to maintain a strong brand image, brand awareness, perceived quality, and brand loyalty that ensures their survival and profitability in this competitive market. Therefore, brand experience has a significant effect on the special value of charitable institutions. It is recommended that they continuously share updated content about the charity's offers and services; The reason for this is to inform their current and potential benefactors, which acts as a catalyst for a positive brand experience and ultimately affects the brand value of the charity. In addition, in the charity institution, it should be possible for benefactors to be able to tell their benevolent motives by transferring feelings and emotions to other people and benefactors. In this regard, managers should arrange the possibility of holding programs and activities to create high enthusiasm among benefactors. Philanthropists share their experiences in cooperation with the Golestan Ali Institute. Social networks allow philanthropists to be storytellers, whereby they can share their positive or negative experiences on online platforms. Retelling positive experiences in social networks affects various components of brand equity. Therefore, charitable activities in social networks have a significant effect on the special value of charitable institutions through the mediating role of brand experience. It is recommended to do their best to provide clear and timely information to users on social networks and to take steps to improve the brand image of the charity in the minds of users. Social media brand experience is a powerful tool for creating brand equity. When philanthropists who have cooperated with Golestan Ali Institute are faced with tempting offers from other institutions, they are likely to choose the institution with which they have had good experiences, even if the costs of cooperation with it are higher. Interestingly, this study found that perceived uniqueness positively moderates the relationship between social media and brand equity through the mediating role of brand experience. Therefore, it is recommended that the marketers of Golestan Ali Institute advertise their point of difference on social media pages about the services of their institution so that existing and potential consumers can have a reason to share, recommend, and purchase services from a particular institution.

Voluntary organizations play an important role in today's society (Alfes, 2018:1-2). In Iran, an important part of the economy is dedicated to the non-profit sector (Ayodo, 2021). In all organizations, weakness in management weakens non-profit organizations (Pyanov et al., 2021). Accordingly, it is very important to better understand the factors that influence the decision-making of organization managers (Cyr et al., 2022:1-2). Charitable organizations should strive to demonstrate the highest level of performance; Because a well-managed charity organization will ensure a higher reputation and more donations (Crettez et al., 2021:26). Charitable organizations, as spontaneous support institutions, have a significant impact on the process of poverty alleviation and social harm (Nayeri et al., 2021:2). Part of the challenges of charities, at the micro level, include people's lack of trust in how to spend donations and poor communication between charities and donors (Ayodo, 2021) and limited resources (Alfes, 2018:1-2). Considering the diversity of charitable organizations, the necessity of designing a large system of charity is felt twice. The design of this system should be based on the opinions of actors and activists in the field of charity affairs. Therefore, improving and reforming the governance system of charity affairs should be based on the views and experiences of non-governmental and governmental charities, which requires a general understanding of their approaches and mindsets. In the theoretical literature, topics such as charity in the economy, the definition of charity, the ratio of government and non-government sectors in charity affairs, and issues and problems of governance of charity affairs in the country are discussed.

In the current research, Q methodology was used, which is included in the category of applied research. This method is mixed and exploratory and has no hypothesis. For the current research, in the stage of gathering the discourse space and cue cards, the interview tool was used, and in the quantitative stage, the cue table was used, and for the quantitative data analysis, exploratory factor analysis was used. To understand the discourse environment, due to the limited number of interviews and reports published on the Internet, and also for further accreditation, interviews were conducted with 23 managers of governmental and non-governmental charities and several expert professors in this field.

In this research, in the first stage of selecting the Q sample phrase, 87 selected phrases were obtained. Finally,
31 terms have been selected. In the next step, 23 experts were studied and were given Q statements and tables to complete, and finally, 18 Q answers were used for analysis. In the mentioned research, face validity was used and Cronbach's alpha method was used to measure the reliability of the study, and the present value was 0.96. In the current study, the value of the KMO index is equal to 546. In Q methodology, the pebble diagram is used to show the most important factors in terms of the determined amount of variance. From the first factor onwards, the explanatory variance suddenly drops sharply. Therefore, the previous six factors will be used for factor analysis. In general, for the current research, the rotated matrix has been applied using the Varimax method. Participants No. 6, 9, and 11 form the first mental model, participants No. 1, 2, 5, 15, and 18 form the second mental model, participants No. 7, 10, and 12 form the third mental model, participants No. 4 and 14 form the fourth mental model, participants Number 3 and 17 form the fifth mental model and participants number 8, 10, 13, and 16 form the sixth mental model jointly. Six types of mentality were obtained, which include, 1) those who support popularization with a focus on government regulation, 2) those who support the performance of charities, 3) those who support the transparent presence of the people, 4) opponents of government administration, 5) the sovereigntists, and 6) propagandists.

Based on the results obtained in the current research, six types of thinking and mentality were obtained. The first group believes in the principle of popularization of charity affairs and considers it an important issue, but they think that this popularization should be under the supervision and guidance of the government as the supervising, controlling, and guiding authority. The second group pays more attention to issues that lead to the improvement of the performance and effectiveness of charities, and they believe that the solution to poverty is to promote and solve these problems within charities. The third group, believing in the weakness of the government and the lack of public trust in it, emphasizes mechanisms to attract the attention of the people, and unlike the first group, they do not believe much in government intervention in the regulatory debate. The fourth group's mindset is based on strong opposition to the entry of the government and its administration, and they introduce the best work of the government to collect taxes from the rich to allocate to the deprived. The sovereigntists and those who say full government ownership form the fifth mentality, who are very cautious about people's participation and consider a minor role for them. According to them, the performance of non-governmental charities should be under the supervision and full control of the government. Finally, the sixth mentality emphasizes the element of advertising and promotion of the good deed, as well as efforts to attract people's participation. According to the results of the present research, the common element that exists among all mentalities, although with intensity and weakness, is the need for better and more involvement of the non-governmental sector and public charities. This issue can be taken into consideration as a common axis for discussion to reach a favorable governance structure. Other issues such as the level of government influence and tenure, how to design the propaganda system, etc. are among the issues about which there are differences of opinion.

Environmental problems have created crises in the world, including Iran, and the risk of irreversibility of its consequences has recently increased. Many of these issues stem from increased energy consumption, population growth, and industrialization. To solve environmental issues and create compatibility between development plans and the environment, the participation of all environmental groups is necessary. Among these groups, there are non-governmental organizations, and examining them on the one hand indicates their positive role and function, and on the other hand, shows that they are facing challenges and obstacles. To increase the efficiency of NGOs, it is necessary to recognize these challenges and make the necessary planning to eliminate, reduce, or transform them into new opportunities. To deal with environmental crises, we can focus on participation as one of the important primary tools. Also, the gradual reduction of decentralization by using NGOs to attract people's participation and create social changes in the field of environment shows the efficiency, effectiveness, and value of their performance and takes a step towards environmental development. Considering that environmental NGOs can be a platform for changing environmental behaviors in society; the goal of the researchers in this article is to measure the participation of environmental NGO activists and investigate the impact of environmental culture on the participation of environmental NGO members. Based on this, the main question of the research is what effect did the environmental culture (knowledge, value, attitude, and norms) have on the environmental participation of NGO members and is there a correlation between these variables?

A survey research method was used and the data collection technique was an online questionnaire. The statistical population of the research was all the members of the registered environmental NGOs in Tehran, and 376 people were selected as a statistical sample using the relative random sampling method. Data analysis was done using SPSS software. To check the reliability of the questionnaire, Cronbach's alpha coefficients were used, which were acceptable for all variables. Also, the validity of the questionnaire was measured through face validity using the opinion of specialists and experts in the field of study, and the definitions of the concepts and the questionnaire were approved by the judges. The validity of the structure was also measured based on the confirmatory factor analysis test. The value of KMO = 0.789 indicates the ability of the data to apply the factor analysis technique to them, and the significance level of Bartlett's test (0.000) indicates the ability to generalize the factor analysis to the entire population. The factor load also indicates a high correlation between the questions and the factor. The results of this test indicate that the construct validity of the research variables has been confirmed.

Based on the results of descriptive statistics, 61% of the respondents were male, 39% were female, and their average age was 44 years. About 90% of the respondents reported a bachelor's degree or higher. According to the findings, about 100 percent of the respondents had average and higher personal norms, knowledge, and environmental attitude.
In addition, the environmental values of 98.4 percent of respondents were reported to be medium and higher. The environmental norms of more than half of the respondents were at an average level or higher. Also, equivalent to 65.4 percent of the respondents have expressed their collective norms at an average level or higher.
The findings of inferential statistics showed that there is a significant, positive, and direct correlation between the variables of knowledge, attitude, value, individual norms, collective norms, environmental norms, and the total dimensions of environmental culture with environmental participation and that there is no correlation between environmental norms and environmental participation. Multivariate regression analysis was done to predict changes in the dependent variable (environmental participation) by a set of independent variables. According to the regression model, the correlation coefficient of independent research variables to explain participation is equal to 0.58. The proportion of the variance of the participation variable explained by the research variables is 33.7%. That is, 33.7% of the changes in the environmental participation variable are covered by independent variables. The beta coefficient indicates the influence of independent variables on participation. In addition, the research findings indicated a high level of environmental culture among the majority of respondents (97/3). Also, a positive, direct, and significant correlation was reported between environmental culture and the participation of NGO members.

The results of the research showed that NGOs are interested in participation, mostly in environmental protection and symbolic activities. This is due to their greater appearance in society and social impact, and causes more visibility and participation, strengthens the relationship with the local community and mid-level planners, and increases their bargaining power. According to the level of participation in NGOs and planning of members to prevent damage to nature, the results confirm and align with the new ecological paradigm of public sympathy towards other species, action to prevent danger to humans, nature, and participation. Also, because the members of NGOs consider themselves committed to environmental protection and have environmentalist behaviors and participation, there is an alignment with the value-belief-norm theory. The members of NGOs are the basis for changes in environmental behavior in the society. Although their activity and participation are subject to structural and social limitations; they are trying to improve the culture of participation and change in people and influence the construction of society. Finally, it can be said that in the interaction between culture and society, what guides people's behavior and participation, is culture, and by considering cultural dimensions or changes in them, it is possible to change the direction of people's actions and their participation in the direction of sustainable development.

Knowing and being aware of the future is a dream that has focused many people's efforts since long ago. In this regard, the use of the science of future study is a set of efforts that use the analysis of sources, patterns, and factors of change or stability, envisioning potential futures and planning for them (Eskandarinezhad et al., 2023; Szabo, 2014). The need for future study and knowledge of the future in all fields, including good affairs, is of great importance. Today, due to the decrease in donations and the number of volunteers, the future of charitable institutions at the local level is unfavorable (Zarei, Sharafi, & Maleki, 2020; Alcock, Butt, & Macmillan, 2013; Fuller, 2019; Du, 2022). Future scenario planning can help charity sector managers, institutions, and stakeholders to manage uncertainties. Currently, charitable institutions in Kermanshah city are facing all kinds of internal and external problems such as mismanagement, reduction of public donations, lack of specialization and concentration of activities, etc. Now, due to the existence of respectable and caring benefactors in the province and benefactors' assembly establishment, it is necessary to do this research, because such research can greatly help the future and future success of the charitable institutions of Kermanshah. According to the above statements, the main problem of the research is: Considering the current situation of charitable institutions, what futures can be imagined for them? What are the alternative policies aimed at achieving the desired future of charitable institutions in Kermanshah?

The current research is qualitative and aims to research the future of charitable institutions in Kermanshah; therefore, according to its purpose, it is considered developmental-applied research, and since the results of it can be used in drawing the desired future of charitable institutions in Kermanshah and providing solutions to improve their role in Charity affairs and it enables Kermanshah charity institutions to plan and improve their activities, it is considered applied research. Also, the research uses the Delphi questionnaire and semi-in-depth interviews to obtain information, so the Delphi method using theme analysis was used to analyze the data obtained from the interviews (Abedi Ja’fari et al, 2011) and future research and scenario writing methods were used to draw the future. The statistical population of this research includes experts and specialists in the field of charity in Kermanshah city, including managers and experts of related organizations such as State Welfare Organization, Awqaf and Charity Affairs Organization of Iran, and managers and founders of charitable institutions in Kermanshah city. Interviews were conducted with 23 managers and experts in the charity field of Kermanshah. To ensure the validity and reliability of the study, the Lincoln and Guba (1985) evaluation method was used. 

Based on the theme analysis, the concepts identified from the interviews revealed that there are 4 possible futures for the charitable institutions of Kermanshah: developing organizational activities, maintaining and strengthening the current position, strengthening the organizational position, and reducing the activities of charitable institutions. According to the main drivers: dependence of charities on the government versus their independence and the specialized and chain activities of charities versus their insularity and the results of the interview, 11 scenarios were designed. According to the scores to the scores of research, the future development of organizational activities has the priority, then maintaining and strengthening the current position, strengthening the organizational position, and reducing the activity of institutions are the next priorities. Figure 4- Future and scenarios prioritization matrix of Kermanshah charities 

The scenario method is one of the key future study methods and is a way to improve decision-making against possible and probable futures. Charities address some of society's most important and neglected problems, but overall, the future of the charity sector is uncertain, by staying up-to-date on key future trends and adapting and responding to change, charities can ensure that they are well positioned to make a positive impact in the future. Considering the future trends and drivers of charity, it can be said that the future of charitable institutions in Kermanshah will be in a general direction and this future will be influenced by the organizational development of institutions and their professional management. According to the most important scenario based on the development of organizational activities, the following suggestions are presented to the managers of charitable institutions and institutions in charge of good affairs:The public participation attraction unit should be set up in mosques, Quranic field and doctors' building.Charitable institutions should operate in a chain and specialized way, not like islands far from each other.Financial support from the government in the form of cash aid, loans and facilities, tax deduction or remission, and completion of employee insurance.The use of expert managers and expert consultants in the field of administration of institutions should be put on the agenda.Education and Institutionalization of culture for clients should be considered for their self-sufficiency and independence.

Charitable activities in different ways and based on different intentions have always been emphasized and paid attention to in heavenly religions and human civilizations with different intensity and weaknesses (Shivji, 2007: 62).
In the teachings of Islam, charitable activities such as waqf, endowment, benevolence, and charity are highly emphasized. One of the important cases in which voluntary activities could play a serious role as an auxiliary arm of governance was the Corona crisis (Kifle Mekonen & Adarkwah, 2022: 2). In general, the experiences gained from charitable activities during the Corona era played a significant role in managing the challenges and economic problems of that era, and by supporting medical and therapeutic measures, it also played a facilitating role in reducing the epidemic cycle. The continuation of difficult economic conditions and the creation of new crises in the country indicate the necessity of continuing and expanding charitable activities. Based on this, the current research intends to explain the future trend of these activities based on the experience and lessons learned from charitable activities during the Corona epidemic.

The upcoming research has an exploratory qualitative approach in terms of its nature and a developmental approach in terms of its goal. To investigate the experiences of donors during the Corona era and also predict the future trend of this range of charitable activities, a thematic analysis method was determined for this research. Also, the semi-structured interview tool was determined as the main strategy of data collection to achieve the goals of this research. The statistical population of the current research was formed by donors and experts of the Imam Khomeini (RA) Relief Committee across the country, and 31 people were selected from this population using the purposeful sampling method. After conducting the interviews, the data was coded with a line-by-line review approach and with the help of Maxqda.20 software. Also, the validity and reliability of this research was confirmed through Creswell (2000) guidelines (Creswell & Miller, 2000). The research method was forward-looking.

The present research was conducted to promote the charitable activities of the country by using the experiences during the Corona epidemic. In this regard, the opinions of 31 experts, managers, and activists in the field of charitable activities were analyzed through semi-structured interviews and using the thematic analysis method. Based on the data analysis, the two main networks of this research were obtained as follows:Fig 1. The main themes of the present research Based on the figure above, the lessons learned from Corona were identified in five axes: economic, health support, jihadi battle, spiritual support, and rule of law. Also, taking into account the social and economic problems of the country, the role of charitable activities in the future was identified in the five axes of strengthening the livelihood of the needy, educational jihad, improving the level of health, generating culture, and governance of artificial intelligence.

The experiences of charitable activities during the outbreak of Corona in the country showed that the capacities of this field can be used in other sensitive parts of the country in addition to health issues. The use of modern tools such as artificial intelligence to identify people in need and predict the future situation of this field as well as creating communication networks between benefactors to synergize the capacities of these people will be one of the most important features of such affairs. In the meantime, the innovative and new part that the specialists of this research mentioned was the use of new technologies such as artificial intelligence and big data analysis by donors. In the field of charitable activities, artificial intelligence has the potential to help improve the performance and effectiveness of these activities. One of the important advantages of artificial intelligence in the field of charitable activities mentioned in the research of researchers is the collection and analysis of data and the provision of intelligent solutions to identify the needs of people covered by the relief committee.

The paper discusses the enduring nature of endowments as a charitable institution, emphasizing both its spiritual and material significance. It highlights the increased importance of endowment capital investment in today's pursuit of a better life, as it can serve as capital for the development of social and geographical space (Hajipour et al., 2019).
The efficient utilization of endowments is described as an economic, social, and geographical necessity. The approach of futurism is emphasized as essential for optimizing decision-making and planning processes (Aliakbari, et al., 2018), as it allows for a scientific understanding and evaluation of the future (Coates, 1985). The paper concludes by stating that a futurist approach has been adopted to analyze the key factors for the development of endowments in rural areas of Birjand County, to increase their productivity and strengthen their role in the local economy.

This study is of an applied (decision-oriented) type. In terms of the execution process, it is considered mixed research. By conducting documentary studies, interviewing experts, and completing quantitative questionnaires, data and necessary information have been prepared for the research. To ensure the validity and increase the reliability of the data, a diverse sample approach (including managers, employees, and endowment beneficiaries) was adopted in the selective sampling stage, and ultimately the findings and prepared report have been reviewed and confirmed by participating experts in the research. In this study, both the Delphi method and cross-impact matrix analysis using MICMAC software have been utilized.

The total of documentary studies and the collection of informed opinions in the field of rural endowments in Birjand County identified 14 propositions (drivers) using the Delphi method. Among the influential factors (drivers) for improving rural endowment productivity, factors such as "process improvement and strengthening the role of local managers in institutional affairs," "facilitating access to advanced technologies," "increasing the level of education, especially digital literacy," "selecting knowledgeable and skilled individuals as custodians," and "consultation of beneficiaries with experts and specialists" were mentioned.
After identifying the influential factors, the "impact intensity" scores of each factor within the framework of the cross-impact matrix (using the MICMAC software environment) were assessed based on the degree of influence and susceptibility between 0 and 3. The number 0 indicates "no effect," the number 1 indicates "weak effect," the number 2 indicates "moderate effect," and the number 3 indicates "strong effect." Based on the obtained output, the matrix dimensions were 14*14, and the number of repetitions was considered to be 3. The matrix saturation index was 9.92%, indicating that in over 92% of cases, factors had an impact on each other.
Furthermore, out of a total of 182 relationships, 69 relationships, equivalent to 38%, had strong cross-impacts (3),
64 relationships, equivalent to 35%, had moderate cross-impacts (2), and 49 relationships, equivalent to 27%, had weak cross-impacts (1). Based on this, relationships with "strong" impacts had a higher frequency than other relationships.
According to the direct impact matrix, the sum of the rows of the matrix indicates the level of influence, and the sum of the columns indicates the level of susceptibility of a factor to other factors. The assessment of direct influence and susceptibility of influential factors in rural endowment productivity in Birjand County showed that in terms of influence, factors such as "financial support for small-scale beneficiaries through mechanisms such as microcredit funds (financial support)," "establishment of endowment-centered rural development groups (development group)," and "increase in the level of education, especially digital literacy (literacy)" were at the highest level. In terms of susceptibility, factors such as "development of strategic and competitive crop cultivation (competitive production)," "dominance of an economic management approach at all levels (economic approach)," and "facilitating access to advanced technologies (technology)" were at the highest level.
Based on the opinions of local experts and the results obtained regarding the influential factors on rural endowment productivity in Birjand County, it can be inferred that the situation is somewhat unstable, and the current conditions governing the system will change soon.

From the study carried out to identify the key drivers effective in improving and enhancing the productivity of rural endowments in Birjand County, it can be concluded that influential drivers include process improvement, knowledgeable individuals, development groups, consultation, and financial provision. These findings are consistent with the studies of Karimi (2000), Omidiani (2000), Sajadi Jazi (2015), and Ebadie (2009). Additionally, the only susceptible driver in the system map was technology, as the provision and equipment of technology necessary for rural endowments require resources that can be obtained through the benefits of productivity. In other words, these factors have mutual influence, which can create benefits through productivity and can also contribute to self-healing with the benefits derived from endowment productivity.
Finally, limited access of beneficiaries and custodians to financial resources on the one hand and the lack of knowledge of individuals in implementing modern changes on the other hand have been identified as serious obstacles. Planners and policymakers in the region can consider creating microcredit funds and endowment-centered rural development groups in their decision-making. The outcome of this study suggests the following recommendations:Given the seriousness of the issue of low productivity of rural endowments and the observed cases, it is necessary to eliminate the principle of competition and develop scenarios and corresponding implementation plans using the identified drivers in this study over a 5, 10, and 15-year time horizon.
Economic consultants familiar with current activities should be employed in the local endowment and charity offices, or experts from universities should be utilized through memorandums of understanding with provincial universities.
For the short-term and temporary period, financial resources should be allocated to the Provincial Endowments and Charity Administration (without being conditioned on the income of rural endowments) to support the development and equipment of technology and infrastructure expansion in rural settlements with endowments.
Economic activities and productive advantages should be determined for each district, and endowment beneficiaries should be encouraged to move towards them.

One of the most important marketing approaches is cause marketing, which has attracted the attention of many brands today. This type of marketing is done through cooperation with charity organizations or other charity methods. Therefore, the current research aimed to measure the impact of cause marketing on the purchase intention of customers and their brand loyalty. Previous research shows that global consumers are four to six times more likely to trust and buy from companies with a strong charitable purpose (Akoglu & Ozbek, 2022). The same trust that exists in companies with charitable activities in society is a strong reason for the success of cause-related marketing in attracting customers and their purchase intention (Wei et al., 2020). Cause-related marketing is a multi-purpose and growing activity in the field of marketing. This provides opportunities for profit and non-profit organizations and consumers to participate in a social goal (Bhatti et al., 2023). Recently, this marketing method has received more attention from companies and organizations as well as researchers. The review of previous research in this field shows that efforts have been made by researchers to investigate the impact of this type of marketing on the purchase intention of customers, but the review of domestic and foreign research showed that so far there has been no research on the impact of charitable marketing on customer loyalty, and from this point of view, there is a research gap in the field of literature related to this type of marketing.

The current research is practical in terms of purpose and descriptive correlation in terms of data collection. The statistical population in this study was considered to be all consumers over 18 years of age of the products of Esalat Food Company in Isfahan city, and due to their large number and their uncertainty, the number of the statistical population was considered unlimited. The sampling method in this study was available sampling. The number of samples based on Cochran's formula in unlimited societies, with an error value of 5%, was considered to be 384 people. The data were collected both in the library and the field. In the library section, data was collected by referring to articles, books, and theses, and a questionnaire was used in the field section.The research is applied in terms of purpose and descriptive-analytical in terms of nature. Data collection was done through three questionnaires of cause-related marketing by Thomas et al. (2019), the purchase intention of Khatoon et al. (2020), and the brand loyalty of Altulkar (2020). Data analysis was done by structural equation method and using Smartpls3 software. 

The results of the structural equation model analysis showed that charitable marketing has a significant effect on customers' purchase intention with a coefficient of 0.254. Also, charitable marketing has a significant effect on brand loyalty with a coefficient of 0.928. The mediating role of customers' loyalty to the brand was also confirmed in the relationship between charitable marketing and customers' purchase intention with an impact factor of 0.678. Therefore, using charity marketing is one of the ways to increase customer loyalty and improve their purchase intention. 

Based on the investigated results, hypothesis 1 was confirmed. In other words, benevolent marketing has a positive and significant effect on customers' purchase intentions. In explaining this result, it can be said that the results of this hypothesis are consistent with the research of Khanifar et al. (2021). As it became clear from the evaluation of the research literature, charitable marketing has been very welcomed by its audience considering that it affects people's sense of altruism.In this study, hypothesis 2 was confirmed. In other words, charitable marketing has a significant effect on customer loyalty to the brand. The results of this research are consistent with the research of Bhatti et al. (2023) and Karimi et al. (2020). What is important for companies is the loyalty of customers to their products and brands. The third hypothesis was also confirmed. In other words, customer loyalty toward the brand has a significant effect on the relationship between charitable marketing and customer purchase intention. The results of this hypothesis are consistent with the research of Kou and Chen (2023). In the interpretation of this hypothesis, it can be stated that the charitable activities of companies can increase the willingness and intention of customers to buy the product more clearly and quickly.

MS disease is one of the important challenges in the field of social health and sociology. Today, the city of Isfahan is facing a high prevalence of MS and related problems. Resilient solutions for this lifelong disease can reduce the problems of patients, families and medical staff. The purpose of this research is to analyze the narrative of MS women from the cultural-artistic programs of the civil philanthropists in the Baqiyatullah KhomeiniShahr Charity Institution.

To achieve the mentioned goal, the method of narrative analysis has been used. The data of the research has been collected through in-depth narrative interviews of 17 women with MS who are members of the Baqiyatullah Khomeinishahr charity organization and analyzed with the Clandin and Conley narrative model. Data were analyzed and analyzed using MAXQDA2018 software.

The findings have shown that the training of social and artistic skills for these women brings motivation and purpose in life and has brought positive behavioral changes such as increased self-esteem, hope, happiness and the ability to manage thoughts. These behavioral changes have created favorable effects in life, communication and understanding of the disease. The experience of attending the institute provides a wide social support network for women and encourages them to become active in society from isolation.

The participation of patients during or after class and workshops and cultural and artistic programs creates social dialogues that contain therapeutic information and solutions, a high degree of solidarity is formed in these people, and the positive energy received helps to improve the disease and continue the treatment process. Is. These favorable effects have caused the desire of patients to participate and re-form workshops and classes and various cultural-artistic programs.

Iran as a developing country needs to address its immediate societal needs in line with its national and religious values and reduce its gap with other societies. National productivity studies and comparisons of Iran with similar countries also indicate the need to pay attention to management structures (Mohammadzadeh Sultanmoradi et al., 2019: 3). On the other hand, social inequality and the issue of poverty in Iranian society have turned into a socio-economic crisis (Ahmadi et al., 2023: 243), and governments have been active in the economic field with the main goal of eliminating this poverty and deprivation (Abbasi et al., 2023: 270). To eliminate these inequalities, the use and structuring of cooperative institutions with a semi-look at charity and endowment can be a solution (Ahmadi et al., 2023: 243). The cooperative institution in Iran has legal status because Articles 43 and 44 of the Constitution explicitly refer to the provision of employment through cooperatives and the division of the national economy into three government, cooperative, and private sectors, and consequently, the law of the cooperative sector of the Islamic Republic of Iran was approved by the Islamic Consultative Assembly in 1991 (Oghabayi Jazni et al., 2018). An endowment can be considered a model for exiting the crisis, as the political system governing the endowment has been a mediator of changes in the performance of this socio-religious institution (Ahmadi et al., 2023: 243). In most countries, the cooperative management system has centralized planning, but in terms of implementation, it follows a decentralized system. Apart from that, in terms of the complexity of the organizational structure, this system is simple and small in volume. Given the aforementioned, this study aims to revise and construct a new structure and propose a suitable model for the cooperative management structure of the country, following the specific cultural, social, and political conditions of the country.

Given the exploratory nature of the research topic, a mixed-method research design was used to design a model for the cooperative structure in Iran with an endowment and charity approach and to deeply explain the effective components. The research was conducted in two qualitative and quantitative phases. In terms of research orientation, the qualitative phase is part of basic research and the quantitative phase is part of developmental research. The research was conducted in four stages. In the first step of the first stage, the cooperative structure in Iran was studied using a qualitative method, based on upstream documents, library study method, and organizational structure (form) review. This step answers the question, "What is the cooperative structure in Iran?" Then, in the second step, a content analysis method was used to extract the content indices of cooperation from semi-structured interviews with 15 experts, including managers and employees of the Deputy of Cooperation in the Ministry of Cooperation, Labor and Social Welfare, and the university professors in the field of public management. The purpose of this step is to answer the question, "What are the components and indices related to the structure (content) of the cooperative sector?" In the third step, using the available sampling method and the fuzzy Delphi method, ten university experts and managers in the field of cooperation were screened for dimensions, components, and indicators of cooperation with an endowment and charity approach.

The findings of the current study indicate that reducing government intervention in charity affairs is one of the most important principles under consideration for reforming the structure of the country's cooperative organizations. This reform should create the prerequisites for the optimal functioning of the cooperative sector in charity and endowment affairs, in areas such as transparency of legal procedures and practices, and the possibility of coordination between different sectors and multiple trustees. The functions of the model and its innovation compared to previous models are that each of the responsible administrations for cooperation, after approval and ratification by the National Cooperation Council, implement their cooperative programs, and all the actions of these administrations are based on the policies determined by this council. The presence of the President as the head of the National Cooperation Council guarantees the implementation of adopted strategies and policies and obliges the administrations to implement and follow up on the approved programs of the council. The experts believe that considering that a small part of the duties of other administrations is related to the cooperative matter and that the Ministry of Cooperation, Labor and Social Welfare has an important role in the cooperative due to the aforementioned duties., the secretariat of the National Cooperation Council should be established in this ministry. The Cooperation Chamber, as a non-governmental public institution, should also be present in the National Council as a representative of the unions of cooperative companies. Also, the presence of the head of the country’s Management and Planning Organization is useful in providing financial and human resources and accelerating the administrative process of cooperatives. Also, considering the important role of the village councils in creating the context and attracting people towards cooperatives, the Ministry of Interior, representing the organization of municipalities and village councils of the country, should be present in the National Cooperation Council. Also, based on the opinion of experts, the Minister of Jihad Agriculture, representing the Iran Rural Cooperation Organization, the Minister of Roads and Urban Development, representing Mehr Housing Cooperatives, the Minister of Economic Affairs and Finance for facilitating economic and commercial affairs of cooperatives, the head of the Cooperative Development Bank, the head of the Iran Cooperative Investment Guarantee Fund and the head of the Central Bank should be present in the National Council to allocate financial and credit resources to cooperatives. The presence of the Minister of Education and the Minister of Science is necessary for the culturalization of the cooperative matter at all educational levels.

In light of the research findings, to cooperate in formulating the country's cooperative policies in charity affairs, and to ensure the coherence and coordination of all agencies, align activities with goals and policies, and oversee their proper implementation, it is proposed to establish a National Cooperative Council. The secretariat of this council would be the responsibility of the Ministry of Cooperation, Labor, and Social Welfare. It is also suggested that in drafting government bills and administrative reform programs, actions should be taken to review the structure of the country’s cooperation, minimize the size of the volume of formations, and reduce the role of the government. Unified laws and transparent and specific indicators in the three areas of cooperatives should be legislated. The cooperative sector structure should be independent, which while having enough cohesion to help implement cross-sectoral policies related to the cooperative sector, also has enough operational independence to help implement sectoral policies.

In recent decades, criticism of utilitarianism has emerged within various branches of the social sciences. Contrary to the assumption that these critiques align decisively with utilitarian principles, scholars have increasingly emphasized the importance of other-oriented values in their discourse. These values encompass collective morality, public interest, social responsibility, moral values, and concern for others, highlighting selflessness, cooperation, and the well-being of others. This shift in focus underscores the complex nature of ethical considerations within societal frameworks (Grant, 2007). Leadership, a central topic in management and organization studies, necessitates an understanding of human nature and behavior. While effective leadership entails guiding groups toward shared goals, it's acknowledged that leaders may misuse their power for personal gain (Maner & Mead, 2010). Recently, scholars have increasingly turned their attention to altruistic leadership and its potential impact within organizational contexts. Despite skepticism regarding the feasibility of self-sacrificial behavior in environments rife with moral dilemmas and self-interested agendas (Arnold & Loughlin, 2010), research suggests that organizations benefit from cultivating altruistic leadership styles. Such behaviors, though uncommon, foster positive perceptions of leaders, particularly during times of crisis, signaling a departure from authoritative leadership models (De Cremer & Van Knippenberg, 2005). The emergence of altruistic leadership reflects a broader trend in leadership studies, emphasizing service over dominance and prioritizing collective welfare over self-interest. This shift is evident in the exploration of concepts such as empowerment, followership, collaborative leadership, and ethical leadership. Altruism is increasingly recognized as a foundational element in these evolving perspectives on leadership, underscoring the importance of selflessness in contemporary leadership paradigms (Choi & Mai-Dalton, 1998).

The methodology used in this research is the grounded theory introduced by Barney Glaser and Anselm Strauss in the late 1960s. This methodology outlines a systematic approach to developing theories from data collected during social research. Unlike logical-deductive research, which evaluates existing theories, grounded theory involves deriving theories directly from collected data. This method emphasizes a continuous interaction between data collection and theory generation (Glaser, 2007). Grounded theory construction involves gathering data from various sources, such as interviews and behavioral observations, with in-depth interviews being the most commonly employed method. In this approach, data collection and analysis occur concurrently through the continuous comparison method. This means that interviews and data interpretation proceed simultaneously until theoretical saturation is attained. In this research, the interview is used as the tool to collect data, and a theoretical sampling method was employed to select individuals with rich information about the subject matter, capable of providing in-depth descriptions of their experiences. Specifically, the study involved interviewing 10 managers employed in the public sector.

In this research, social learning, purposefulness and experimentalism, essential values, and collective and common identity are the causal factors influencing the formation of the central phenomenon, that is, awareness and cognition. Crisis, type of task, organization's mission, and emotional atmosphere have been introduced as effective background factors in increasing the leader's awareness and recognition of selfless actions. Empathy is one of the intervening conditions, and positive self-concept has been identified as a strategy that is formed by the action and interaction of the central phenomenon that will eventually lead to consequences such as self-expression and social activism, resilience and endurance of hardships, and willingness to serve and perform duties.

 According to the prevailing assumptions of utilitarianism and profit-seeking within the management and organizational behavior literature, it is commonly believed that leaders and managers primarily utilize organizational power and resources for their gain. It is thought that only through organizational monitoring and supervisory mechanisms are they compelled to consider utilitarian principles and prioritize collective and organizational interests (Ghoshal, 2005). However, recent research findings suggest avenues for fostering selfless behaviors within workplace environments. By identifying the determinants of self-sacrificial behaviors—including when and why these behaviors occur, as well as the obstacles to their manifestation—interventions can be designed to promote and cultivate such behaviors within organizations. The public organizations of the country, especially in the conditions of the resistance economy, need managers who selflessly adhere to the goals of the organization and sacrifice personal and group interests for national interests. Acquiring knowledge about the phenomenon of self-sacrifice helps to promote and strengthen such behaviors in the organization. In this research, a foundational data model of the actions and interactions of selfless leaders in the organization is presented.

Success in attracting the participation of donors through promotional activities is one of the important challenges of charities, and advertising is one of the most important promotion tools used for this purpose. According to professional principles, for an advertisement to be effective, it must be attractive to the audience and reflect common values (Giddens, 2004, pp. 55-56). Previous research on charity advertising shows that the effectiveness of a charity advertisement is influenced by the alignment between the values included in a charity advertisement and the values that donors adhere to (Wymer and Gross, 2023, p. 23) and the congruence between the values included in the charity advertisement and the values of the target society of the ad have an effect on the effectiveness of the ad and the willingness of the audience to volunteer in charity activities (Bennett, 2013, p. 135); So, it is very important to ensure that the published advertisement affirms highlights and reinforces the cultural values of the target society. Therefore, the present study investigates the effect of using 14 cultural values, including collectivism, economy, family, individualism, patriotism, respect for the elderly, security, tradition, nature, work, and kindness (taken from Cheng's classification (1997)) and logical appeal, fear appeal, and reassuring appeal (taken from the research of Masoodipoor and Kheiri (2013)) on the effectiveness of charity advertisements published by the Imam Khomeini Relief foundation of Qom. 

In terms of purpose, the present research is of applied type, and in terms of method, it is descriptive research that was conducted in two qualitative and quantitative stages. First, using interpretive content analysis, the cultural values included in 18 advertisements published by the Imam Khomeini Relief Foundation of Qom during one season were identified. For this purpose, the said advertisement in the form of a CD along with a questionnaire and a general description of the cultural values that the researchers intended to examine were delivered to 5 experts active in the field of marketing and advertising who were willing to cooperate with the researchers. They were asked to identify what cultural values were included in each ad. Any ad that at least three experts believed used a cultural value was considered an ad containing that cultural value and each ad could contain several cultural values. In the second stage of the research, by conducting a field study, the opinions of 100 Qommi audiences about the various aspects of the effectiveness of each advertisement were measured, and the average rating of the effectiveness of each advertisement and each cultural value was determined using Friedman's test. The reason for using the Friedman test is that the sample is correlated because each person answered the same questions for all 18 ads. This test corresponds to the repeated analysis of variance test in which a subject is measured several times (Ahmadi Kohanali and Chamani, 2012, p. 106). 

The results of the first stage of the research showed that the most frequent value used in the reviewed advertisements is kindness, which is present in 13 of the 18 reviewed advertisements; after that, religion (reassurance) in (6 ads), family (5 ads), individualism, religion (logical) and economy (4 ads) and security (3 ads) are the most frequent values in the investigated ads. However, according to the results of the research in the second stage, the most influential cultural values on the effectiveness of advertisements, in order of effectiveness, were family, work, individualism, patriotism, religious (logical) and collectivism, kindness, respect for the Elderly, religious (fear), nature, economic, security, religious (reassuring) and tradition. 

Designing the advertisement message according to the beliefs, preferences, and desires of the audience has an impact on the success of the advertisement. Accuracy in the ranking of advertisements and the ranking of cultural values used in them can provide good evidence to confirm this hypothesis that the cultural values included in charity advertisements affect the effectiveness of advertisements. The most frequent value used in the reviewed advertisements is kindness, which is natural considering the context of the research. Charity advertisements often combine rational and emotional content and attempt to evoke feelings of empathy among the audience for the people the charity is trying to help, and research shows that this technique is effective (Wymer and Gross, 2023, p. 14). The reason for this rank is the existence of this value in the majority of the ads that were investigated, which made it unable to create differentiation. The results of the research showed that while the values of affection, religion (reassuring), family, individualism, religion (logical), economy, and security are the most frequent in the investigated advertisements; Using the values of family, work, individualism, patriotism, religion (logical), and collectivism in advertisements have led to more effective advertisements. Considering the high costs of advertising and the limited resources of charities, charity marketers and advertising companies that advertise for charities need to be more careful in using cultural values in advertising. The time-consuming nature of completing the questionnaires and, as a result, the reduction of the respondents' participation rate, as well as the comparison of the effectiveness of advertisements from different media, are limitations of this research that should be taken into account when applying the research findings.

Benevolence as a human deed is influenced by the desires, mindsets, experiences, and psychological states of people. Various psychological states can affect benevolence like all human behaviors and perceptions. Benevolence is not limited to giving to individuals, but also includes giving to all living things, and is considered a moral and human responsibility beyond a Sharia duty (Ayyari and Mousapour, 2023). Since the benefits of benevolence are evident in society, the importance of developing a benevolent society through the development of benevolence in children and paying attention to the early stages of the transformation of benevolence in people including childhood is obvious. Good deeds are also very effective in the psychological development of children, and children benefit from good deeds like adults. Research shows that benevolence in each provider (child and adult) is associated with increased attributes of gratitude. Benevolence towards peers significantly increases the self-esteem of the child (Hu, et al., 2023). The experience of the researchers of the present study in teaching and clinical work with children, as well as the importance and value of philanthropy in the psychological transformation of individuals and the moral development of society, led to questions about the impact of a psychological condition such as Attention Deficit/Hyperactivity on children's perception of the concept of philanthropy; Therefore, this research seeks to understand how symptoms of Attention-Deficit/Hyperactivity Disorder affect children's perception of philanthropy.

The present research project is a qualitative analysis of the inductive content. The research participants were 10 children aged 6 to 12 with Attention Deficit/Hyperactivity Disorder in Isfahan. Sampling was done in a non-random manner (targeted sampling) based on information saturation. The technique of this study was a semi-structured interview type. For the preparation of Interview Questions, a review of the research literature and a consultation with the professors was carried out. The data was collected, recorded, and coded in three months and classified into main and sub-themes. The data analysis method was a thematic analysis based on Brown and Clark's 6-step model including 1) familiarity with data, 2) encoding, 3) searching for subjects, 4) reviewing subjects, 5) defining and naming subjects, and 6) writing an analysis report. Four indicators of Guba and Lincoln credit, namely validation, verifiability, reliability, and transferability, were used to ensure validity and reliability. To increase the validity of the findings, long-term involvement with interviewees (4 months) was considered.

The findings are in the form of 5 main themes (the concept of benevolence, the characteristics of benevolent people, the person's perception of his own benevolence, the person's perception of the benevolence of others and the identity of stakeholders) and 17 sub-themes (objective-general conceptualization of benevolence, the incompetence of benevolence from similar concepts, the obligatory perception of the nature of benevolence, the paradoxical conceptualization of benevolence, the lack of perception of the concept of hypocrisy in benevolence, the lack of attention to the elements that encourage benevolence in the media, understanding benevolence as a construct of positive human traits, self-centeredness in judging the characteristics of benevolent people, contradiction in the formulation of the characteristics of benevolent people, impulsive measurement of your benevolence, limited processing of your emotions and stakeholder during doing good deed, interpreting the good deeds of others in my halo, not understanding good deeds as a purely human act, the combination of the beloved and the benefactor, the projection of their own inner-psychological reality in the choice of stakeholder identity, the paradox in the definition of the benefactor, the objective and general definition of the benefactor) that represent the participants ' perceptions of the benefactor.

The present study was designed to explore the perceptions of children with Attention Deficit/Hyperactivity from charity. Understanding the perceptions of these children is important as in Iran, the topic of charity has recently been scientifically examined and is doubled in importance by considering the very small number of research on charity in children. The results of this study, as any other qualitative study that has an exploratory nature, obtained innovative findings. The theoretical importance of the research findings is debatable from the perspective of psychological theories and philanthropy.
Other theories that can be cited in the explanation of the research findings are special theories of benevolence, such as the model of expanded interest and consequential social preferences (Moghadam and Esmaili, 2023). Citing the assumptions of these theories, it is expected that the perception of children with Attention Deficit/Hyperactivity towards the paradoxical conceptualization of benevolence and the obligatory perception of the nature of benevolence (not seeing other intentions in a benevolent process) and judging the characteristics of benevolent people and the identity of stakeholders will be formed based on the personal and inner preferences of the child.
Overall, the results of this study helped to further understand the mental world of children with Attention Deficit/ Hyperactivity from the category of charity. However, conducting and repeating studies that examine this conceptualization and perceptions in children with other cognitive and sensory impairments, IQ impairment, as well as uninjured children can allow for a comprehensive comparison and understanding of children's perceptions of the category of charity.