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[Abstract] The purpose of this research consists of identifying the antecedents that may influence the adoption of omnichannel behavior by volunteers. This behavior can be understood as the interchangeable use of online and offline channels, providing volunteers with multiple contact points with nonprofit organizations. To this end, we first propose a conceptual model based on Clary et al.'s motivations framework and other relevant literature. Second, we test our model through quantitative-based research, employing an online questionnaire with a representative sample of 7822 volunteers working for the Spanish Red Cross. We then carry out a hierarchical cluster analysis to group similar volunteers into clusters according to the use they make of the different offline and online channels, followed by an ordered logistic regression analysis to test the hypotheses proposed. First, two volunteer profiles are identified: offline-oriented volunteers with low or no omnichannel behavior, and online-oriented volunteers with high or very high omnichannel behavior. Second, our results suggest that some types of motivations among volunteers (understanding the nonprofit, career or employment opportunities, the advice of family, friends, and acquaintances, and protective reasons), as well as the sense of belonging, perceived usefulness of new technologies, social influence and having feedback channels, all positively influence the adoption of omnichannel behavior by volunteers. Additionally, our findings reveal different effects for the two clusters identified. Finally, and using a contingency approach, implications for nonprofit–volunteer relationship management are drawn.

[Abstract] Although episodic volunteering is a popular form of volunteering and has received increasing attention from researchers, the motives and characteristics of episodic volunteers in different industries or types of events remain underresearched, especially in the context of cultural events. This study is based on a sample of more than 2000 episodic volunteers and analyzes demographic characteristics, motives, and volunteer experience of cultural event volunteers by applying between and within analysis. The between analysis compares cultural and social event volunteers and finds that cultural event volunteers show higher time engagement but are more self-serving in their motives. The within analysis emphasizes intrinsic motives over extrinsic motives, leading to the conclusion that saturation of extrinsic motives reduces willingness for future engagements.

[Abstract]: By bibliometric analyzing 92 publications in the field of pure donation-based crowdfunding for charitable causes soliciting monetary contributions, and providing a comprehensive bibliometric map with the software VOSviewer, this work overviews the prevailing themes, the main cross-cutting aspects, commonalities and differences underlying the resulting clusters, and illustrates them through a sample of key contributions in the literature distributed in different research categories., [Resumen]: Mediante el análisis bibliométrico de 92 publicaciones en el ámbito del crowdfunding solidario puro para causas benéficas que solicitan contribuciones monetarias, y la elaboración de un mapa bibliométrico exhaustivo con el software VOSviewer, este trabajo sobrevuela los temas predominantes, los principales aspectos temáticos transversales, los puntos comunes y las diferencias que subyacen a los clústeres resultantes, y los ilustra a través de una muestra de contribuciones clave en la literatura distribuidas en diferentes categorías de investigación.

[Abstract] This research explores the extent to which campaign factors may influence the success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that may explain the success of online fundraising campaigns for social causes are firstly identified from previous literature and linked to DCF campaigns through a set of hypotheses: disclosure, imagery, updating, and spreadability. Following, their explanatory capacity is measured through quantitative analysis (logistic regression) based on 360 all-or-nothing campaigns fostered by nonprofits through an online platform. Results confirm the high explanatory capacity of determinants related to the updating and spreadability of the campaign. However, factors related to the disclosure and imagery do not influence their success. This research suggests that the success of online campaigns is closely related to share and update transparent information of those details that contributors deem relevant. Implications are drawn for the effective technical design and management of DCF campaigns channeled through digital media, and specifically for the engagement with potential online communities of funders in digital platforms.

[Abstract] Nonprofit organizations (NPOs) need to maintain effective relationships with a growing multiplicity of stakeholders with potentially divergent interests. In parallel, today’s digital transformation is changing the ways in which these interactions take place through multiple channels, fomenting interconnectivity and interdependence. However, the advantages, purposes and mix of digital channels used by NPOs when nurturing their relationships with key stakeholders remain under-researched. The objective of this article is to pave the way for future research on nonprofit-stakeholder relationship marketing, incorporating insights on how nonprofits connect and interact with their multiple target audiences through various channels. To this end, we carry out a systematic review of nonprofit literature on stakeholder management, examining 169 articles from 2007 to 2019. This enables us to analyze the extant knowledge base and suggest the addition of four main topics to the future research agenda on nonprofitstakeholder relationship marketing: 1) a broad stakeholder view; 2) enhanced two-way interactions with stakeholders; 3) the opportunities and challenges of using online resources in combination with offline channels/tools to interact with stakeholders; and 4) new theoretical developments and methodological approaches

[Resumen] ‘Microdonaciones’ es una plataforma digital impulsada desde la Fundación Hazloposible en España en 2012. El objetivo de su actividad ha sido atraer recursos de carácter dinerario hacia campañas de crowdfunding solidario impulsadas por entidades no lucrativas para materializar causas sociales para el bien común. Este caso tiene como principal objetivo presentar la actividad de Microdonaciones en el contexto del empleo de estrategias de marketing social utilizadas por las entidades no lucrativas para fomentar la participación ciudadana a través de la donación en el marco de la economía colaborativa., [Abstract] ‘Microdonaciones’ is a digital platform launched by Fundación Hazloposible in 2012 in Spain. The aim of its activity is to attract monetary resources to donation-based crowdfunding campaigns promoted by nonprofits to materialize social causes for the common good. The main objective of this case is to present the activity of Microdonaciones within the context of the use of social marketing strategies by nonprofit organisations in order to promote social participation through giving in the sharing economy scenario.

[Resumen] La manera en que las organizaciones no lucrativas se gobiernan, gestionan sus actividades y se relacionan con sus grupos de interés está cambiando. Ello se debe principalmente a la irrupción de las nuevas tecnologías digitales y redes sociales en el día a día de estas organizaciones. La relación con los grupos de interés relevantes cambia de formato: ya no se establece una relación unidireccional, sino que la tecnología aporta multidireccionalidad. Ante esto, es imprescindible que las organizaciones del Tercer Sector se adapten a este nuevo cambio de paradigma para lograr sus fines y objetivos, adoptando una estrategia omnicanal. En particular, Cruz Roja Española puso en marcha su Plan de Sistemas y Plan Digital 2018-2021, centrado en dar respuesta a la trasformación tecnológica y evolución digital que requiere la entidad, no solo desde el punto de vista de la provisión de servicios, sino también desde la perspectiva de llevar a cabo su actividad de forma más rápida y sencilla, con eficiencia y eficacia. El objetivo principal de este estudio de caso es el de analizar el proceso de transformación digital y gestión omnicanal llevado a cabo por Cruz Roja Española para mejorar las relaciones con sus grupos de interés más relevantes (como los donantes, voluntarios, beneficiarios, socios, y otros colaboradores) y contextualizarlos en el marco de la era digital., [Abstract] The way non-profit organizations govern themselves, manage their activities and interact with their stakeholders is changing. This is mainly due to the emergence of new digital technologies and social media on the daily lives of these organizations. The relationship with the key stakeholders changes the format: a one-way relationship is not established, but the technology provides multidirectional. Given this context, it is essential that Third Sector organizations adapt to this new paradigm shift in order to achieve their goals and objectives, adopting an omni-channel strategy. In particular, Spanish Red Cross launched its Systems and Digital Plan 2018-2021, focused on responding to the technological transformation and digital evolution that the entity requires, not only from the point of view of the service provision, but also from the perspective of carrying out its activity more quickly and easily, with efficiency and effectiveness. The main objective of this case study is to analyze the process of digital transformation and omni-channel management carried out by the Spanish Red Cross to improve the relationships with relevant stakeholders (such as donors, volunteers, beneficiaries, partners, and other collaborators) and contextualize them within the framework of the digital era

[Resumen] Este artículo repasa los antecedentes de la sostenibilidad para fundamentar la oportunidad de competitividad que los Objetivos de Desarrollo Sostenible (ODS) suponen para la moda en España. Es este un sector estratégico con tejido fundamentalmente pyme, proyectado internacionalmente a través de marcas de distribución líderes que han sufrido la deslocalización en su fabricación. Se contextualizan los retos de mejora de productividad, transformación digital y satisfacción de nuevas preferencias de los consumidores que están conformando un nuevo paradigma. Se desarrollan la circularidad, la digitalización y la trazabilidad como principales palancas de sostenibilidad para la competitividad. Se concluye llamando a la colaboración entre los principales stakeholders de la industria en España., [Abstract] This paper reviews the background of sustainability to support the competitive opportunity that the Sustainable Development Goals (SDGs) suppose for the Spanish fashion industry. This is a strategic sector where most of the firms are small and medium-sized, projected internationally through well-established brands that have moved their production offshore. Productivity improvement, digital transformation and the satisfaction of consumers’ new preferences challenges are originated by the need to adjust to a new paradigm. Circularity, digitalization and traceability are discussed as the main sustainable levers for competitiveness. Further cooperation between the main stakelholders is needed in the Spanish fashion industry.

[Abstract]: This study compiles the main findings in the field of academic research on pure donation-based crowdfunding (DCF) soliciting monetary contributions for charitable causes. To this purpose, a systematic literature review is conducted, resulting in 92 scientific publications analyzed for the first time in this field of research. The prevailing thematic dimensions and research gaps are identified and discussed. The incipient literature on DCF, with a majority of publications from 2015 onward in the form of empirical articles using quantitative methodolo gies, focuses on antecedents related to individual donors, organizational promoters as main actors, and online chan nels and design-related features of campaigns as enablers. However, the effects of DCF on relevant stakeholders (particularly beneficiaries and society in general) remain largely obscure. Based on this analysis, an integrated conceptual framework on DCF is proposed to guide future research. This framework, susceptible of empirical evalu ation, allows characterizing the DCF as a distinct and emerging type of philanthropic funding model based on specific and novel antecedents, actors, enablers and effects.

[Abstract] Collaborative cross-sector business models for sustainability innovation (CCSBMSI) in response to grand challenges are rich foci for tensions. This is the case of CCSBMSI targeting independent living through Information and Communication Technology–enabled care. This research aims at identifying the relevant tensions, understanding their interactions, and assessing how they can be effectively managed so that CCSBMSI become more valuable for partners and transformative for society. A conceptual framework that understands the management of interrelated institutional and interorganizational tensions as a dynamic capability is substantiated through in-depth, qualitative analysis of the long-term dynamics of a four-sector CCSBMSI in telecare—including government, businesses, nonprofits, and informal actors. Its effects on the transition of business models in terms of value creation, delivery, and capture; on relevant stakeholders—particularly nonprofits and beneficiaries; and on the development of the sustainability innovation are discussed. The conceptualization, tension categories, and management capabilities of CCSBMSI are amplified.

[Abstract] Purpose: The purpose of this paper is to understand the roles that social capital and real-world learning may play in enhancing the effects of university education for sustainable development (ESD) on social sustainability. Design/methodology/approach: A conceptual framework that identifies the plausible effects of university ESD on social sustainability along three outcome dimensions (think-act-leverage), broadening desirable program learning outcomes and proposing enabling roles for social capital and real-world learning, is substantiated and validated through qualitative insights from a focus group. The framework serves to structure a survey to alumni of a postgraduate program in sustainability (2011–2018). Hierarchical clustering analysis is used to identify differences in perceived, sustainability-related effects of the program on direct beneficiaries and their relationship with stakeholders in their communities. Findings: Implementation of real-world learning in partnership with organizations in the community that actively involves alumni not only extends desirable effects beyond individual program learning outcomes and outside the academia but may also renew them over time. Practical implications: University administrators should foster the creation of new social capital of students and alumni and their commitment with service learning and other credit-bearing opportunities as actionable enablers to enhance the social sustainability effects of university ESD. Originality/value: The paper contributes to a dual theoretical and empirical void related to the effects of university ESD on the social dimension of sustainability through the proposal of a conceptual framework and quantitative assessment of the dynamic effects of university ESD at the local level.

[Resumen] Conseguir un aprendizaje efectivo en el campo de las ciencias de la empresa requiere de innovación docente continua y orientada a un triple esfuerzo de integración. En primer lugar, el diseño del plan didáctico de las materias debe integrar contenidos pertenecientes a distintos niveles de análisis. Desplegarlos con eficacia dentro y fuera del aula requiere, en segundo lugar, de una continua transición entre recursos relativos a los fundamentos teórico-conceptuales de las materias y a los problemas prácticos de la empresa en un entorno de cambio acelerado; de modo que los alumnos visibilicen y contextualicen los retos a los que se enfrentan en la realidad, su relevancia y las posibles soluciones. En tercer lugar, es aconsejable combinar una pléyade de metodologías activas que impacten tanto sobre la mejora de sus competencias como de su empleabilidad. El objetivo del presente trabajo es fundamentar metodológicamente el diseño e implementación de un plan didáctico innovador para materias de empresa acorde a los tres criterios programáticos señalados. Se utilizará como caso de estudio el desarrollo del plan didáctico de la materia ‘Distribución Comercial’ (2011-2019), con especial énfasis en su articulación metodológica a través del aprendizaje colaborativo por proyectos. Por último, se valorará la aplicabilidad de esta experiencia innovadora a otras materias del ámbito de las ciencias de la empresa., [Abstract] Achieving effective learning in the field of Business Studies requires continuous teaching innovation aimed at a three-fold integration effort. Firstly, the design of the teaching plan must integrate contents related to multiple levels of analysis. Secondly, deploying them within and outside the classroom requires a continuous transition between resources relative to the theoretical-conceptual contents and to the practical problems posed to businesses by an environment in accelerated change; so that students visualize and contextualize the real challenges being faced, their relevance and the potential solutions. Thirdly, a plethora of active learning methodologies should be combined in order to improve not only students’ competencies but also their employability. In this context, the objective of this paper is to methodologically substantiate the design and implementation of an innovative teaching plan in the field of Business Studies in accordance with the three above-mentioned programmatic criteria. A case study of its development for the 'Retail Management' course (2011-2019) will be presented, with special emphasis on its methodological approach through collaborative project-based learning. Finally, the applicability of this teaching innovation experience for other subjects in the Business Studies field will be assessed.

[Abstract] This doctoral thesis analyzes the antecedents and consequences of the adoption of multichannel (those combining offline and online channels) and omnichannel behaviors (entailing seamless marketing integration across multiple channels) on the side of nonprofit organizations and their stakeholders. The thesis is divided into 5 parts or chapters. Chapter 1 reviews four streams of theoretical literature in order to develop the conceptual foundations of the study: 1) the nonprofit sector and its organizations; 2) stakeholder relationship marketing in a nonprofit context; 3) volunteers as stakeholders unique to nonprofit organizations; and 4) multichannel and omnichannel strategies. Chapter 2 details the methodology of the doctoral thesis. Chapter 3 maps the field of nonprofit-stakeholder relationship marketing, resulting from a systematic literature review and bibliometric analysis. Prevalent themes within the existing literature have been identified, and new research lines to complete a future agenda on stakeholder relationship marketing are proposed. Chapter 4 adopts the perspective of one of the most relevant stakeholder groups of nonprofits and analyzes the antecedents that influence on the adoption of an omnichannel behavior by volunteers. Finally, chapter 5 explores which multichannel strategies implemented by nonprofits increase loyalty of episodic volunteers. Conclusions, implications and limitations close the study., [Resumen] Esta tesis doctoral analiza los antecedentes y consecuencias de la adopción de la multicanalidad (combinación de canales offline y online) y comportamientos omnicanal (integración del marketing a través de múltiples canales) por parte de las organizaciones no lucrativas y sus grupos de interés. La tesis se divide en 5 partes o capítulos. El capítulo 1 revisa cuatro corrientes de la literatura para desarrollar los fundamentos conceptuales del estudio. El capítulo 2 detalla la metodología de la tesis doctoral. El capítulo 3 mapea el campo del marketing relacional entre las organizaciones no lucrativas y sus grupos de interés, como resultado de una revisión sistemática de literatura y un análisis bibliométrico. Se han identificado temas frecuentes dentro de la literatura existente, y se proponen nuevas líneas de investigación para completar una agenda futura sobre marketing relacional con los grupos de interés. El capítulo 4 adopta la perspectiva de uno de los grupos de interés más relevantes y analiza los antecedentes que influyen en la adopción de un comportamiento omnicanal por parte de los voluntarios. Finalmente, el capítulo 5 explora qué estrategias multicanal implementadas por las organizaciones no lucrativas aumentan la lealtad de los voluntarios episódicos. Conclusiones, implicaciones y limitaciones cierran el estudio, [Resumo] Esta tese de doutoramento analiza os antecedentes e as consecuencias da adopción de comportamentos multicanle (combinación de canles offline e online) e comportamentos omnicanle (integración do márketing a través de múltiples canles) por organizacións non lucrativas e os seus grupos de interese. A tese divídese en 5 partes ou capítulos. O capítulo 1 revisa catro correntes da literatura para desenvolver os fundamentos conceptuais do estudo. O capítulo 2 detalla a metodoloxía da tese de doutoramento. O capítulo 3 mapea o campo do márketing de relacións entre as organizacións non lucrativas e os seus grupos de interese, como resultado dunha revisión sistemática da literatura e análise bibliométrica. Identificáronse temas frecuentes dentro da literatura existente e propóñense novas liñas de investigación para completar unha axenda futura sobre o márketing de relacións cos grupos de interese. O capítulo 4 toma a perspectiva dun dos grupos máis relevantes e analiza os antecedentes que inflúen na adopción do comportamento omnicanle por parte dos voluntarios. Finalmente, o capítulo 5 explora que estratexias multicanle implementadas polas organizacións non lucrativas aumentan a lealdade dos voluntarios episódicos. Conclusións, implicacións e limitacións pechan o estudo.

[Resumen] Este trabajo repasa los antecedentes y mecanismos de la reinvención del papel de las empresas en el contrato social contemporáneo en respuesta a dos preguntas: i) ¿puede convertirse la sostenibilidad en el principio ético global que guíe el nuevo contrato social?; y ii) ¿cómo se traduce ese principio en la toma de decisiones, las responsabilidades y las relaciones corporativas? Con el apoyo de la Integrative Social Contracts Theory y de literatura sobre responsabilidad social corporativa, se explora el papel de las empresas en un nuevo contrato social para la sostenibilidad., [Abstract] This article reviews the antecedents and mechanisms of the reinvention of the role of firms in the contemporary social contract, in response to the following questions: i) Can sustainability become the global ethical principle that guides the new social contract?; and ii) How does this principle translate into corporate decision-making, responsibilities and relationships? With the support of Integrative Social Contracts Theory and corporate social responsibility literature, the role of businesses in a new social contract for sustainability is explored.

[Abstract]: The purpose of this research consist of exploring the extent to which factors traditionally explai ning the success of offline fundraising campaigns for social causes may also influence the success of donation based crowdfunding (DCF) campaigns promoted by social economy organizations (SEO) through digital platforms. Firstly, factors determining the success of offline fundraising campaigns for social causes are identified from pre vious literature. Secondly, a set of hypotheses linking these determinants to DCF campaigns is proposed. Thirdly, their explanatory capacity is measured through quantitative analysis based on a database of 360 campaigns fos tered by small, medium and large-size organizations via Microdonaciones, a donation-based crowdfunding digital platform, for the period between 2012 and 2017. Logistic regression analysis is used to test the hypotheses pro posed. Results confirm the high explanatory capacity of determinants related to the geographical scope of the cam paign, the volume of potential beneficiaries involved –in these two cases in unexpected ways-, and the information provided by the promoting organizations. However, factors related to the timing of the campaigns do not influence their success. This research suggests that not only the funding channels and tools but also the nature of the fun draising campaigns themselves have been digitally transformed. Implications of this research may assist SEO in establishing effective relationships with new digital donors in order to achieve sustainable growth.

[Abstract]: The objective of the present case study is to describe to what extent the design and implementation of socially innovative activities and projects by Civil Society Organizations take into consideration the principles and tools of social marketing. With this objective, REAS (a Spanish Network of Alternative and Solidarity Economy Networks), and its online financial education platform economiasolidaria.org, has been selected as unit of analysis of the case. The empirical study developed reveals how REAS is effectively a nonprofit organiza- tion very oriented to the market, in the sense of adopting the concept of market- ing, and how marketing-mix variables (fundamentally, the variables product, place, and promotion) have been very important in the design, implementation, and dissemination of its online platform.