Millennial cultural consumers : Co-creating value through brand communities

The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. With that the authors single out for attention how 'brand community' theory might apply.This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts connecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatively conceptualised MCCs.Peer reviewedFinal Accepted Versio

Consumer preferences towards the marketing communication activities of non-profit organisations in Gauteng : a generational perspective

With donations declining as donors become older (Baby Boomers), non-profit organisations (NPOs) are compelled to shift their marketing focus to younger generations (Generation X and Generation Y) if they are to survive in a sector hampered by an increase in competition, a lack of funding and a shortage of volunteers. In order to address the younger generations, NPOs are required to have a better understanding of their donors’ demographic and psychographic characteristics, as this would enable them to communicate more effectively with the respective generations. As such, the purpose of this study is to measure the preferences of Baby Boomers, Generation X and Generation Y as current donors towards the marketing communication activities of NPOs. More specifically, the generations’ preferences towards the nature of marketing done by NPOs, the marketing communication elements, media channels, marketing messages and communication sources used by NPOs are measured and based on the results, a number of recommendations are suggested as to how NPOs should adapt their marketing communication strategies when addressing the different generations. Exploratory research, in the form of a secondary data analysis and five informal expert surveys, as well as descriptive research, in the form of a structured self-administered questionnaire was used to obtain the necessary data. The target population included all Baby Boomers (i.e. individuals born between 1946 and 1964), Generation X (i.e. individuals born between 1965 and 1976), and Generation Y members (i.e. individuals born between 1977 and 1994) residing in Gauteng, who had supported an NPO in the previous year and who were representative of the four major racial groups in South Africa (i.e. Black, Coloured, Indian and White). Quota sampling was used to divide the population into three quotas according to generation, while convenience sampling was used to fill each quota. In-home and intercept interviewing was used to obtain the necessary data from the respondents. In the end, the results revealed a number of similarities and differences between the three generations in terms of their preferences towards the marketing communication activities of NPOs. In terms of the generations’ preferences towards the nature of marketing done in the NPO sector, the respondents generally prefer NPOs that provide them with different options in terms of how they can support the NPO. More specific differences reveal that Generation Y, in contrast to Baby Boomers, prefers NPOs that allow them to provide feedback on their experience with the NPO. Considering the marketing communication elements that NPOs can use to convince the different generations to support them, respondents overall show preference towards making small contributions for a product purchased. More specifically Generation X and Generation Y prefer online fundraising appeals and social networks; Generation Y prefers NPOs’ websites; Generation X prefers special events and Baby Boomers show a strong preference towards articles placed in newspapers and magazines. In terms of the media channels that NPOs can use to communicate with donors, the respondents overall have a preference towards radio. In terms of specific differences between the generations, Generation Y and Generation X prefer the Internet, while Generation X prefers e-mail messages in relation to Baby Boomers, and sms messages in relation to Generation Y. As for the marketing messages used by NPOs, the respondents overall prefer the NPO’s marketing message if it is a positive one rather than a negative one. Comparing the generations, it is evident that Generation Y, compared to Baby Boomers, prefer the marketing messages of NPOs that create an emotion, that show information that will shock them, that use music which is popular to Generation Y listeners, and that contain images which attract their attention. In terms of the communication sources that NPOs might use, the respondents overall have a preference towards the NPO itself as the source – and, to a slightly lesser degree, if a beneficiary of the NPO is the source. Based on the similarities and differences between the generations, a number of specific recommendations are formulated in terms of how NPOs should communicate with the different generations, which media channels to use, the type of messages that should be conveyed and which communication source to use

Third sector accounting and accountability in Australia: anything but a level playing field

This research report seeks to understand why some Australian not-for-profit organisations make voluntary financial disclosures beyond their basic statutory obligations. Introduction This paper surveys previous work on voluntary information disclosures in accounting reports of Australian Not-for-Profit organisations (NFPs). This is new research and is a part of a project to evolve a comprehensive explanation of why Australian NFPs disclose what they do disclose; and to capture and explain patterns of variations between NFPs between what they regard to disclose and the type of information they disclose. To accomplish this, first some background information about the NFP sector are considered. Then, the Australian NFP sector is reviewed. Third, the information needs of some key stakeholders are briefly discussed. Next, the research methodology where a literature survey which looks at not just disclosures to NFPs but to the commercial sector that are plausibly &nbsp

The impact of generational differences on the workplace

Purpose – The aim of this paper is to explore workplace implications of the changing workforce demographic. Design/methodology/approach – The author identifies the different generations in today's workforce. The workplace expectations of the different generations are explored. Findings – Corporate real estate (CRE) managers need to establish the different needs of the different generations. In addition, the CRE manager needs to create an environment that allows all generations to coexist in the same workplace. Practical implications – CRE managers can use the information to assist in alignment of their workplace to the different generational expectations of the workforce. Originality/value – The paper fills a void by evaluating office occupiers' workplace preferences based on age.</p

An Emerging Profession: The Higher Education Philanthropy Workforce

In 2012 HEFCE published a review of philanthropy in UK higher education that showed what tremendous success there has been in growing philanthropic support to universities in the last 10 years. The report concluded that if the current rate of acceleration in philanthropic income continues, UK universities will attract gifts worth £2 billion a year from some 640,000 donors by 2022.The report showed that investment in fundraising brings results whatever the size or type of university. If this success is to continue we must have a strong and growing group of educational fundraisers who are skilled in leading development teams and working with academics and institutional leaders. At the moment the pool of professional fundraisers working in UK higher education is too small. In this review of the fundraising workforce many of those interviewed expressed anxieties about the vulnerabilities that come from the growing, sometimes fierce, competition between universities to attract the best from this restricted supply. As a newly appointed vice-chancellor in 2006, wanting to invest in a fundraising programme, I became acutely aware of the difficulties of recruiting a well-qualified team. There seemed to be an unnecessary vulnerability to us all in the competition that we engaged in to attract the best fundraisers. The limited pool was leading to escalation in salaries and over-rapid career progression for fundraising staff across the UK.In order to attract more people to become educational fundraisers, there needs to be an attractive career structure and a shared understanding of the skills and knowledge-base required to be effective at different stages of that career. This is the issue that guided this second report. What should a career path in educational fundraising look like and how can we retain the best people

What does generation Y want from conferences and incentive programmes?

This article examines the particular characteristics of Generation Y, such as their high expectations, their desire for ongoing education and their technological aptitude. It investigates the ways in which conferences and incentive programmes can be designed in such a way that they appeal to this youngest, but fastest-growing, segment of employees. Approaches include effective use of technology, involvement at the design stage, consideration of CSR and sustainability and effective use of speakers. The recommendations will be of interest to all intermediaries and suppliers in the conference and incentive travel industry, including convention bureaux and other destination marketing organisations, destination management companies, professional conference organisers and incentive travel houses, venues and speakers

Journalism in the Academy, a MacIntyean account of the institutions and practices of journalism education in England

This paper to considers some of the systematic problems and constraints faced by academics teaching and researching in the field of journalism and journalism studies. To do this, I draw on MacIntyre’s philosophical concept of practice, applying it to the practice of journalism and the practice of academia, which I argue here have many commonalities. This conceptualisation of the practical activities of journalists and academics also takes account of their factual dependence on institutions. MacIntyre argues that although institutions should be considered to be necessary, in bureaucratic capitalist social systems they tend to pursue external goods at the cost of the goods internal to the practice. Practices thus become corrupted as institutions orient them to the pursuit of external goods. I argue that both journalists and academics are subject to similar processes of institutional domination, or colonisation, and that because of this, the capacity study, teach, and then practice a critical journalism adequate to a properly democratic community is stymied. The most significant problem on this analysis is that processes of colonisation are not discrete, they are systematic, extensive and commonly experienced. Consequently it is inadequate to consider discrete forms of resistance to these problems and constraints. Instead, I argue, we must consider common and collective forms of resistance

The Chinese Diaspora and Philanthropy

This paper explores philanthropic links between the Chinese diaspora and the People's Republic of China. It draws on a wide range of sources and aims to sketch the range and nature of those links

The glass ceiling : is it a state of mind?

Much is written in the literature and press about women having to break through the glass ceiling, but is there indeed any truth in this theory? For some women, working their way up the promotion ladder can be a challenge, but is it really as difficult as it is perceived? It would be naïve to think that all women are as ambitious as to want to break through the glass ceiling, and indeed in certain categories of employment such as advertising and marketing, they do appear to have made their mark, but science, engineering and technology, do not seem to attract females in the same numbers. We would argue that this lack of advancement is not necessarily due to a lack of opportunity. This paper addresses the role of women in science, engineering, and technology, assessing the support mechanisms offered to them to succeed in their chosen occupations. The investigation identifies factors that have led to women achieving senior levels in higher education, business, and government in the UK, thus making it through the glass ceiling. The methodology undertaken in this study includes, desk-based research, analysis of surveys, observations from literature search and surveys, and interviews/case studies of a number of prominent and internationally successful women; and final conclusions. All comprise the three components of the Triple Helix - influence of government through legislation, uptake in academia, and attendant support mechanisms, and impact in industry