International Journal of Nonprofit & Voluntary Sector Marketing

This is an exploratory research to utilise the Transtheoretical model to assess condom usage intentions among commercial drivers in Ghana. A convenience-based non-probability sampling method was employed, and a face-to-face questionnaire was administered on 132 commercial drivers in Accra. The analysis of variance and one sample t-test statistical method was employed to establish relationship between variables based on the Transtheoretical model. The result reveals that over 71.9% of commercial drivers are at precontemplation, contemplation and preparation stages. This means that most commercial drivers interviewed have not yet taken action to use condoms to protect themselves against HIV/AIDS. The findings of the study constitute a series of marketing ideas, useful in decision making with social marketing organisations.

Copyright © 2013 John Wiley & Sons, Ltd.

This paper reports the research findings of an exploratory study designed to examine the role that planned efforts to establish and cultivate a student society play in the social integration of undergraduate students in higher education institutions (HEIs) in the UK. It identifies and explores the potential positive and negative benefits and outcomes that the operation of such a society can provide. The study aimed to achieve a better understanding of the role that a student society can play in the social integration of students. A qualitative methodology using 12 in-depth interviews was employed. Data were analysed in relation to the key theme of the study, that is, student-peer and student-staff interactions. In addition, emergent themes were recorded and evaluated. The findings demonstrated that involvement in a student society did contribute to the social integration of students, it was found to be a key factor in reducing student attrition and dropout rates. The findings also demonstrate that a student society can make a meaningful and positive contribution to the management and administration of HEIs in terms of the perceived employability of students and the potential for student recruitment. It would appear that perhaps the value of a student society is currently under-realised. Student societies could be viewed as a resource that with proper attention and development and could provide real benefits for both students and institutions across the entire HEI environment of the UK. Although there is a danger of student marginality occurring, there are ways to address this potential drawback. Copyright © 2013 John Wiley & Sons, Ltd.

Movember and Julyna have emerged as examples of health-related fund-raising and awareness campaigns that require embodied participation in the form of temporary body modification. Reaching a younger demographic not traditionally motivated by appeals to altruism, these campaigns have capitalized on the signifying power of the body to reflect and construct identities and self-perceptions to motivate participation. Taking a cultural studies approach and employing visual, textual, and discursive analyses of the campaigns' websites, a primary vector for information dissemination and recruitment, this study highlights how philanthropic activity has been successfully coded as making participants more physically, sexually, and socially desirable. In promoting such individualistic motives for philanthropy, however, these campaigns further a mentality that philanthropy is foremost about personal gain. The challenge these initiatives pose is how to convert participants from individualistic to altruistic models of philanthropy. Copyright © 2013 John Wiley & Sons, Ltd.

• Facebook is the world's largest social network, and charities are keen to create communities and engage with supporters there; yet few are using any of Facebook's tools to raise money effectively. On the basis of data from Facebook and JustGiving, we will learn how to prompt donors to share their donations, the pound value of a Facebook share, and how to generate the best value from shares. We will also reveal Facebook's best practices for community building, explore the trend for Timeline integration and underline the importance of mobile in the future for Facebook fundraising.

Copyright © 2013 John Wiley & Sons, Ltd.

• Stewardship has been identified as an important relationship cultivation strategy. The four dimensions of stewardship—reciprocity, responsibility, reporting, and relationship nurturing—consist of one-way and two-way messaging strategies that can be carried out in a variety of manners on the Internet using both Web 1.0 and Web 2.0 technologies. Through a content analysis of the Nonprofit Times 100 organizations, this study found that nonprofit organizations overwhelmingly prefer to use their website to cultivate relationships with their stakeholders with stewardship strategies. Despite the hype of social media technologies, including Facebook, there remain many significant questions and obstacles to seeing nonprofits truly embrace social media communication.

Copyright © 2013 John Wiley & Sons, Ltd.

The importance of establishing a strong brand identity has been the focus for consumer brand managers for decades. Organizations develop and communicate a distinctive brand personality as a means of attracting consumers and cultivating long-term relationships. While the concept of branding has gained recent attention as an important strategy for nonprofit practitioners, little empirical data exist on the role a charity's brand personality might play in attracting donors. A few recent studies of large national charitable organizations provide support that charities exhibit distinctive personalities. This study explores whether smaller, local scope charitable organizations, without the benefit of national brand recognition, also exhibit distinctive brand personalities and whether such brand personalities influence donors. Results from five charitable organizations, from four distinct categories of cause, find that brand personality traits that are both differentiating and relevant to donors influence charitable giving. The findings provide nonprofit practitioners with valuable insights for leveraging their brand's personality to turn donor awareness into commitment and establish a stronger market position. Copyright © 2013 John Wiley & Sons, Ltd.

• There are mixed opinions in the literature in regards of the appropriateness, relevance and significance of church branding in the context of church participation. This pilot study applied the ‘perceived brand orientation’ (PBO) construct in church context and examines its impact on perceived benefits among regular church goers of one Pentecostal denomination and non-regular church goers. The results indicate that PBO is significantly related to perceived spiritual, social and purpose-in-life benefits in both sample groups. A multigroup analysis also found that PBO has a stronger effect on perceived benefits among non-regular church goers. This study highlights the importance of being brand-oriented to attract members' participation. Relevant implications for church leaders and managers of nonprofit organizations are also identified.

Copyright © 2013 John Wiley & Sons, Ltd.

No abstract is available for this article.