How sharing of supporters reveals competition amongst non-profit brands. Issue 3 (12th February 2023)

• Record Type: Journal Article
• Authors: Faulkner, Margaret; Romaniuk, Jenni; Stern, Philip
• Is Part Of: Journal of marketing management. Volume 39:Issue 3/4(2023)
• Page Start: 193
• Page End: 212
• Publication Date: 2023-02-12
• Subjects: Competition -- charity -- duplication of purchase -- non-profit -- social marketing; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2022.2117236
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: The traditional method of identifying non-profit competitors places those with similar objectives as forming the competitive set (looking inside out). This research provides a different perspective by looking at supporter behaviour and how this is shared across the non-profit sector (outside in). The research also applies the Duplication of Purchase law to a new context. Four data sets from the US and Australia highlight that the overlap of supporters at cause-based groupings (e.g. children versus animal focused) and brand level (e.g. World Vision versus RSPCA) is largely determined by supporter numbers. This supporter-centric analytic view can highlight key competitors and potential collaborators that would be missed using the traditional inside-out perspective.