Purpose

This manuscript explores the value of mission statement emotional content in the relationship between money raised by a nonprofit organization through fundraising efforts and the money spent. It proposes the emotional content of a mission statement moderates money spent and earned to ultimately to impact how much revenue a nonprofit makes through fundraising.

Design/methodology/approach

The manuscript evaluates the qualitative turned quantitative data (via text mining [TM]) in mission statements from 200 nonprofits serving the homeless sector via a moderation analysis. After segmenting the sampled nonprofits by gross revenue, the authors analyze the impact of the positive and negative emotional tone in each group to determine how the content of a mission statement impacts organizational revenue.

Findings

The paper provides empirical insights about how the emotional polarity of a mission statement influences money earned through fundraising. However, the positive and negative tone of a mission statement impacts organizations differently based on size. For nonprofits that report an annual revenue of less than $1 million, a positive tone in the mission statement results in higher revenue. Conversely, nonprofits that report over $1 million earn less revenue with a positive tone in their mission statement.

Research limitations/implications

Owing to the specialized group sampled, the findings possibly only apply to the sampled group. Therefore, researchers are encouraged to test the relationships found in other areas of nonprofits. However, the implications of mission statement polarity influencing financial performance in any population should be of keen interest to practitioners when crafting mission statements.

Practical implications

The finding that mission statement emotional tone influences the financial performance of a nonprofit has direct implications for the effective delivery of services in the nonprofit realm. Leaders of nonprofits can use the study’s findings to position their organizations to capture potential needed revenue in the crafting of their mission statements.

Originality/value

This paper uniquely exposes the moderating impact of the emotional tone in mission statements in relationship with financial performance.

中文翻译：

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情感与之有何关系：使命宣言极性对筹款绩效的调节作用

目的

本手稿探讨了使命宣言情感内容在非营利组织通过筹款活动筹集的资金与所花费的资金之间关系中的价值。它提出使命宣言的情感内容会调节支出和收入，最终影响非营利组织通过筹款获得的收入。

设计/方法论/途径

该手稿通过适度分析评估了 200 个为无家可归者群体提供服务的非营利组织的使命陈述中的定性转定量数据（通过文本挖掘 [TM]）。在按总收入对抽样非营利组织进行细分后，作者分析了每个组中积极和消极情绪基调的影响，以确定使命宣言的内容如何影响组织收入。

发现

本文提供了关于使命宣言的情感极性如何影响通过筹款赚取的资金的实证见解。然而，使命宣言的积极和消极基调对组织的影响因规模而异。对于年收入低于 100 万美元的非营利组织来说，使命宣言中的积极基调会带来更高的收入。相反，报告超过 100 万美元的非营利组织在其使命宣言中以积极的语气获得的收入较少。

研究局限性/影响

由于抽样群体的专业性，调查结果可能仅适用于抽样群体。因此，鼓励研究人员测试在非营利组织其他领域发现的关系。然而，在制定使命宣言时，从业者应该对使命宣言极性对任何人群财务绩效的影响产生浓厚的兴趣。

实际影响

使命宣言的情绪基调影响非营利组织的财务绩效这一发现对于非营利领域有效提供服务具有直接影响。非营利组织的领导者可以利用该研究的结果来定位其组织，以便在制定其使命宣言时获取潜在的所需收入。

原创性/价值

本文独特地揭示了使命陈述中的情绪基调对财务绩效的调节影响。