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Walter Wymer

University of Lethbridge, Dhillon School of Business, Faculty Member

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Professor Wymer’s scholarly work includes nine books, and numerous journal articles and conference presentations. His primary areas of research include nonprofit marketing, social marketing, donor behavior, volunteer recruitment/retention/re-engagement, and nonprofit brand management.
Phone: +1(403)329-2648
Address: Walter Wymer
Dhillon School of Business
University of Lethbridge
Lethbridge AB T1K 3M4
Canada

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Books by Walter Wymer

Brand management: creating and maintaining a strong brand

This book is written for managers and leaders of all types of organizations. Whether you are the ... more This book is written for managers and leaders of all types of organizations. Whether you are the owner of a small business or the executive director of a charity, this book will provide you with useful ideas for marketing your brand. Learn a new way of thinking about managing your organization for the purpose of making your organization stand out from its competitors. Learn how to make yours the preferred brand. With each passing year, increase the preference for your brand, with the long-term strategic goal of becoming the dominant brand.

Formulating effective social marketing and public health communication strategies.

Wymer, W. (2015). Chapter 1: Formulating effective social marketing and public health communicati... more Wymer, W. (2015). Chapter 1: Formulating effective social marketing and public health communication strategies. In W. Wymer (Ed.), Innovations in social marketing and public health communication: Improving the quality of life for individuals and communities, pp. 3-32. Springer. ISBN: 978-3-319-19868-2. See https://link.springer.com/content/pdf/10.1007%2F978-3-319-19869-9_1.pdf

Innovations in social marketing and public health communication: Improving the quality of life for individuals and communities

Wymer, W. (2015). Innovations in social marketing and public health communication: Improving the ... more

Connected causes: Online marketing strategies for nonprofit organizations

Contents Chapter 1: Introduction Chapter 2: The Nonprofit Brand in a Digital World Chapter 3: We... more Contents

Chapter 1: Introduction
Chapter 2: The Nonprofit Brand in a Digital World
Chapter 3: Web Site Design and Functionality for Effective Communication
Chapter 4: Social Media Content Strategy
Chapter 5: Social Media and Digital Technology Tools For Stakeholder Engagement
Chapter 6: Online Fund-Raising
Chapter 7: Volunteer Recruitment
Chapter 8: Online Advocacy and Activism
Chapter 9: Public Relations in a Digital World
Chapter 10: Digital Insights and Research
Appendix: Social Media Glossary of Terms

The Routledge Companion to Nonprofit Marketing

Social marketing: Advances in research and theory

Nonprofit marketing: marketing management for charitable and nongovernmental organizations

Government policy and program impacts on technology development, transfer and commercialization: International perspective

Current issues in political marketing

Nonprofit and business sector collaboration: Social enterprises, cause-related marketing, sponsorships, and other corporate-nonprofit dealings

Marketing communications for local nonprofit organizations: Targets and tools

Volunteerism marketing: New vistas for nonprofit and public sector marketing

Formal Volunteering as a Function of Values, Self-esteem, Empathy, and Facilitation.

This study adds to our understanding of regular ongoing volunteer in nonprofit organizations by s... more

Papers by Walter Wymer

Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

International review on public and nonprofit marketing, May 17, 2024

A sample of young adults were surveyed to test the influence of brand familiarity and brand remar... more A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.

Membership Benefits, Membership Action: Why Incentives for Activism Are What Members Want

Organizational Conflicts in CRM Planning and Implementation: City Hotel’s Towel Reuse Program

Springer eBooks, 2021

Gender differences and volunteering

Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Branding, Segmentation

SAGE Publications, Inc. eBooks, Mar 6, 2014

Offers in Nonprofit Organizations: Promotion and Price

SAGE Publications, Inc. eBooks, Mar 6, 2014

Strategic Approaches to Attracting Major Gifts

SAGE Publications, Inc. eBooks, Mar 6, 2014

Brand management: creating and maintaining a strong brand

This book is written for managers and leaders of all types of organizations. Whether you are the ... more This book is written for managers and leaders of all types of organizations. Whether you are the owner of a small business or the executive director of a charity, this book will provide you with useful ideas for marketing your brand. Learn a new way of thinking about managing your organization for the purpose of making your organization stand out from its competitors. Learn how to make yours the preferred brand. With each passing year, increase the preference for your brand, with the long-term strategic goal of becoming the dominant brand.

Formulating effective social marketing and public health communication strategies.

Wymer, W. (2015). Chapter 1: Formulating effective social marketing and public health communicati... more Wymer, W. (2015). Chapter 1: Formulating effective social marketing and public health communication strategies. In W. Wymer (Ed.), Innovations in social marketing and public health communication: Improving the quality of life for individuals and communities, pp. 3-32. Springer. ISBN: 978-3-319-19868-2. See https://link.springer.com/content/pdf/10.1007%2F978-3-319-19869-9_1.pdf

Innovations in social marketing and public health communication: Improving the quality of life for individuals and communities

Wymer, W. (2015). Innovations in social marketing and public health communication: Improving the ... more

Connected causes: Online marketing strategies for nonprofit organizations

Contents Chapter 1: Introduction Chapter 2: The Nonprofit Brand in a Digital World Chapter 3: We... more Contents

Chapter 1: Introduction
Chapter 2: The Nonprofit Brand in a Digital World
Chapter 3: Web Site Design and Functionality for Effective Communication
Chapter 4: Social Media Content Strategy
Chapter 5: Social Media and Digital Technology Tools For Stakeholder Engagement
Chapter 6: Online Fund-Raising
Chapter 7: Volunteer Recruitment
Chapter 8: Online Advocacy and Activism
Chapter 9: Public Relations in a Digital World
Chapter 10: Digital Insights and Research
Appendix: Social Media Glossary of Terms

The Routledge Companion to Nonprofit Marketing

Social marketing: Advances in research and theory

Nonprofit marketing: marketing management for charitable and nongovernmental organizations

Government policy and program impacts on technology development, transfer and commercialization: International perspective

Current issues in political marketing

Nonprofit and business sector collaboration: Social enterprises, cause-related marketing, sponsorships, and other corporate-nonprofit dealings

Marketing communications for local nonprofit organizations: Targets and tools

Volunteerism marketing: New vistas for nonprofit and public sector marketing

Formal Volunteering as a Function of Values, Self-esteem, Empathy, and Facilitation.

This study adds to our understanding of regular ongoing volunteer in nonprofit organizations by s... more

Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

International review on public and nonprofit marketing, May 17, 2024

A sample of young adults were surveyed to test the influence of brand familiarity and brand remar... more A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.

Membership Benefits, Membership Action: Why Incentives for Activism Are What Members Want

Organizational Conflicts in CRM Planning and Implementation: City Hotel’s Towel Reuse Program

Springer eBooks, 2021

Gender differences and volunteering

Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Branding, Segmentation

SAGE Publications, Inc. eBooks, Mar 6, 2014

Offers in Nonprofit Organizations: Promotion and Price

SAGE Publications, Inc. eBooks, Mar 6, 2014

Strategic Approaches to Attracting Major Gifts

SAGE Publications, Inc. eBooks, Mar 6, 2014

Offers in Nonprofit Organizations: Product and Place

SAGE Publications, Inc. eBooks, Mar 6, 2014

Cause-Related Marketing and Other Collaborations with the Business Sector

SAGE Publications, Inc. eBooks, Mar 6, 2014

Strategic Marketing Analysis and Planning

SAGE Publications, Inc. eBooks, Mar 6, 2014

Improving the quality of empirical nonprofit research: the focal constructs and their measures

International Review on Public and Nonprofit Marketing, 2016

This paper discusses how researchers can improve the quality of their work, clarify the theoretic... more This paper discusses how researchers can improve the quality of their work, clarify the theoretical contributions of their work, and reduce the probability of having their journal submissions rejected. The main emphasis in this paper is on improving the quality of the theory construction (the theoretical contribution) of studies and the measurement of focal constructs.

Marketing and planned giving effectiveness

Wymer, W. (2013). Marketing and planned giving effectiveness. Gift Planning in Canada, 18(12), 6-8.

Introduction to Special Issue

Journal of Nonprofit & Public Sector Marketing, 2008

In September, 2007, I had the privilege of participating in the 2007 International Nonprofit and ... more In September, 2007, I had the privilege of participating in the 2007 International Nonprofit and Social Marketing Conference. The conference was hosted by Griffith University in Brisbane, Australia. Gilliam Mort and Margee Hume were the conference cochairs (and they did a superb job). The sessions were well attended. The session audiences were interested and engaged in the presentations. I cannot recall participating in a more rewarding conference, in which the participants were as friendly and as interested in discussing research as at this conference. The International Nonprofit and Social Marketing Conference is an annual conference for scholars in the fields of nonprofit marketing and social marketing to present and learn about the latest research in these areas. Each year, the conference is hosted by a different university in Australia or New Zealand. The website for the 2007 conference is https:// www.griffith.edu.au/school/gbs/insm2007. The website for the 2008 conference is https://www.uow.edu.au/health/chi/insm2008. This special issue is dedicated to a selection of the best papers from this conference. All conference papers were subjected to a blind review process in order to be accepted for presentation at the conference. After the conference, the conference co-chairs, Gillian Mort and Margee Hume, recommend a select set of papers to me for further consideration in this special issue. I then issued invitations to selected authors to participate in this special issue. Authors were instructed on how to revise their papers for the special issues. As Editor, I personally requested an additional paper be included in the special issue. That paper was authored by Margee Hume and Gillian Mort, who previously did not recommend it because of the obvious conflict of interest. In summary, all articles in this special issue have undergone a rigorous review and revision process and were selected from a much larger number of competing papers.

Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions.

by Omneya Mokhtar Yacout and Walter Wymer

International Review on Public and Nonprofit Marketing, 2024

A sample of young adults were surveyed to test the influence of brand familiarity and brand remar... more A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.

Volunteer recruiting, retention and development

The Routledge Companion to Nonprofit Marketing, 2007

Applying the marketing concept in higher education: A stakeholder approach

Introduction: the growth of a discipline

Improving service quality in the new public sector

Routledge eBooks, Nov 22, 2007

Public sector reform movements around the world in the 1990s, codified as New Public Management (... more Public sector reform movements around the world in the 1990s, codified as New Public Management (NPM) have been aimed at 'fostering a performanceoriented culture in a less centralised public sector' (OECD, 1995). Such reforms are characterised by key elements including increasing use of markets and competition in the provision of public services (e.g., contracting out and other market-type mechanisms) and increasing emphasis on performance, outputs and customer orientation. One consequence of these reforms has been the reorientation of public services towards their consumers. This has brought with it pressure for better quality public services, from service users as their needs change and their expectations rise in respect of how well services can be performed (Flynn, 1995). Furthermore, increased service user choice such as that occurring in the UK National Health Service (Vidler and Clarke, 2005) forces public service providers to consider how to deliver high quality public services both efficiently and effectively, generating best value (Martin, 2002). In some instances this requirement is underpinned by statutory guidance. For

Marketing strategies and portfolio analyses

Nonprofit and Business Sector Collaboration

Routledge eBooks, Apr 3, 2013

Lessons I have learned that help me to improve the quality of my research

In my behavioral research program, I have learned how to better conceive research ideas that make... more In my behavioral research program, I have learned how to better conceive research ideas that make a contribution to the literature. The theoretical contributions of my work have been improved by giving greater attention to construct conceptualizations, which lead to scales with greater construct validity, and more valid research findings. In this presentation, I share some of these hard-learned lessons. My main points are more relevant for scholars working in the social sciences interested in theory building; that is, adding to our knowledge by investigating the relationships among constructs in a defined nomological net.

Strategic social marketing: Factoring in individual motivation & environmental forces

The research perspective on scale development--part 1: methodology

This presentation was part of a colloquium at ARNOVA 2012. The colloquium provided a platform fo... more

Brand Strength for Universities

The conceptualization and measurement of volunteer loyalty.

Pharmaceutical marketing and social contracts in America: Human rights versus corporate rights.

Strategic social marketing: Factoring in individual motivation & environmental forces.

Effects of corporate support of a charity on public perceptions of the charity

by Walter Wymer and Wendy Scaife

Does management education produce ethical managers?

Post modern business ethics: Is it time to change our mental model?

Linking celebrity endorser characteristics to non-profit donation

Where are we….

Recommended graduate curriculum for combined masters in dual nonprofit management & public administration major