Nonprofits address some of the world's most pressing problems, and many rely on donations
to fund their essential work. Nonprofit marketers are, therefore, tasked with promoting …

Within the news media and literature, alike, people experiencing homelessness are often
categorised into various stereotypes revolving around their lack of abode. In such a practice …

Using an institutional framework and critical race and gender theories, this article argues
that performances adopted by nonprofits to conform to the legal and economic realities of …

Both loneliness and a lack of social integration are associated with serious physical and
psychological health issues. One population highly susceptible to social isolation and …

This paper examines a new form of philanthropic fundraising as pioneered by the YouTuber
MrBeast. We argue that MrBeast, by harnessing the advertising revenue sharing model of …

Past research has shown the significant role of emotional appeals in charitable advertising.
Most studies in this area have examined the effects of negative emotions, but it is less clear …

Purpose This paper aims to investigate how to improve the effectiveness of charitable
advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and …

The authors present the first cross-national comparison of more than 300 national
campaigns for charitable causes in the Netherlands, Spain, Sweden, and the United States …

This paper focuses on the portrayal of children in fundraising campaigns by
nongovernmental organizations (NGOs) working in India and answers the following …

Americans think the US foreign aid budget is far too generous. Can information change
those views? We identified ten prominent arguments about aid in public discussion, five …