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Three essays on the complex relationship between nonprofit commercialization and charitable giving

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Title
Three essays on the complex relationship between nonprofit commercialization and charitable giving
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Lee
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Cheon
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Cheon Lee
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author
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Lu
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Jiahuan
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Jiahuan Lu
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chair
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McDougle
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Lindsey
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Lindsey McDougle
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member
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Porumbescu
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Gregory
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Gregory Porumbescu
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member
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Kim
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Jerry
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Jerry Kim
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Rutgers University
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Graduate School - Newark
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theses
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2022
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2022-05
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2022
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English
Abstract (type = abstract)
Nonprofit scholars and practitioners have been concerned about nonprofit commercialization, increased reliance on commercial revenue, and its negative consequences. Among various topics related to nonprofit commercialization, the crowding-out effect of commercialization on charitable giving has received considerable scholarly attention. Although the literature leans towards showing crowding-out effects, such findings cannot fully explain the diffusion and prevalence of commercial practices in the nonprofit sector. This dissertation comprises three essays that explore the complex relationship between nonprofit commercialization and charitable giving. The first essay examines the relationship between nonprofit commercialization and charitable giving with the Cultural Data Project data on arts and culture nonprofit organizations. Contrary to previous studies focusing on linear relationships, this essay reveals an inverted U-shaped relationship between commercial revenue and charitable contributions and shows that commercial revenue crowds in charitable contributions up to a certain threshold and then starts to crowd them out. The second essay explores how individuals respond to nonprofit commercialization and whether it is possible to make nonprofit commercialization more acceptable to donors and stakeholders. Based on thematic and episodic message framing theory, a two-by-two factorial survey experiment finds that both thematic and episodic framing increase acceptance of a nonprofit’s decision to commercialize and increase participants’ willingness to donate and volunteer. The third essay shares the findings of a survey experiment asking individuals about charitable contributions that will be directly used to initiate new commercial revenue models. In the scenario that connects charitable giving and commercial revenue, loss framing was more effective than gain framing in increasing perceived organizational effectiveness regarding nonprofit commercialization, but positively framing nonprofit commercialization as social entrepreneurship was not effective in influencing individuals’ perceptions of nonprofit commercialization or willingness to donate. The findings reveal the complex relationship between nonprofit commercialization and charitable giving and show that the crowding-out effect can be prevented or mitigated by effectively communicating with donors and stakeholders.
Subject (authority = RUETD)
Topic
Public administration
Subject (authority = local)
Topic
Charitable giving
Subject (authority = local)
Topic
Commercial revenue
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Topic
Commercialization
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Topic
Nonprofit
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Rutgers University Electronic Theses and Dissertations
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http://dissertations.umi.com/gsn.newark.rutgers:10209
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Supplementary File: CHEON_LEE-Dissertation_Signed_Title_Page.pdf
Supplementary File: CHEON_LEE-Unsigned_Title_Page.pdf
Extent
118 pages : illustrations
Note (type = degree)
Ph.D.
Note (type = bibliography)
Includes bibliographical references
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Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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Identifier (type = doi)
doi:10.7282/t3-rvaj-cz15
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The author owns the copyright to this work.
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Lee
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Cheon
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Permission or license
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2022-06-14T14:38:38
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Cheon Lee
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Rutgers University. Graduate School - Newark
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Author Agreement License
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I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
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Open
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Permission or license
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