Managing Word-of-Mouth: A Nonprofit Case Study

Williams, M; Buttle, F

Managing Word-of-Mouth: A Nonprofit Case Study

Williams, M

Buttle, F

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Publication Type:: Journal Article
Citation:: Journal of Nonprofit and Public Sector Marketing, 2013, 25 (3), pp. 284 - 308
Issue Date:: 2013-09-11

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Field	Value	Language
dc.contributor.author	Williams, M https://orcid.org/0000-0002-4553-1820	en_US
dc.contributor.author	Buttle, F	en_US
dc.date.issued	2013-09-11	en_US
dc.identifier.citation	Journal of Nonprofit and Public Sector Marketing, 2013, 25 (3), pp. 284 - 308	en_US
dc.identifier.issn	1049-5142	en_US
dc.identifier.uri	http://hdl.handle.net/10453/26959
dc.description.abstract	Word-of-mouth (WOM) is an important influence on the opinions of donors and their donation behaviors. Against a background of more professional donor relationship management, we investigate about how, if at all, nonprofits (NP) manage WOM. We report an in-depth case study of a single NP. We find that there is widespread appreciation that WOM influences NP performance indirectly through its impact on donor acquisition, donor loyalty, and organizational reputation. Whilst the organization employs networking and WOM practices, it stresses the reduction of negative WOM (NWOM) rather than the promotion of positive WOM (PWOM). Crisis management dominates the NP's WOM-related thinking. We find that PWOM emanates from many organizational influences including donor satisfaction, the welfare service itself, networking practices, external suppliers, alliances, its officers and communication practices including both advertising and public relations. We apply a new model, the eight pillars of WOM, to our analysis of WOM management in the case organization. © 2013 Copyright 2013 Crown copyright.	en_US
dc.relation.ispartof	Journal of Nonprofit and Public Sector Marketing	en_US
dc.relation.isbasedon	10.1080/10495142.2013.816191	en_US
dc.subject.classification	Marketing	en_US
dc.title	Managing Word-of-Mouth: A Nonprofit Case Study	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	25	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	25	en_US

Abstract:

Word-of-mouth (WOM) is an important influence on the opinions of donors and their donation behaviors. Against a background of more professional donor relationship management, we investigate about how, if at all, nonprofits (NP) manage WOM. We report an in-depth case study of a single NP. We find that there is widespread appreciation that WOM influences NP performance indirectly through its impact on donor acquisition, donor loyalty, and organizational reputation. Whilst the organization employs networking and WOM practices, it stresses the reduction of negative WOM (NWOM) rather than the promotion of positive WOM (PWOM). Crisis management dominates the NP's WOM-related thinking. We find that PWOM emanates from many organizational influences including donor satisfaction, the welfare service itself, networking practices, external suppliers, alliances, its officers and communication practices including both advertising and public relations. We apply a new model, the eight pillars of WOM, to our analysis of WOM management in the case organization. © 2013 Copyright 2013 Crown copyright.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/26959