Resolving the problem of poverty requires treatment of people in need of help to help the needy. Social Charity Marketing is used as one of the most effective and effective tools for encouraging and encouraging contacts to help the needy. In the process of social Marketing planning, market segmentation is necessary for homogeneous and similar groups. This will lead to the design and provision of a tailor-made Marketing program for each department. The present research seeks to base four indices of monthly assistance, daily assistance, amount of donation and the amount of income on the category of generosity. For this purpose, using cluster sampling method, 474 people from five regions of Tehran were selected. A hierarchical clustering technique was used to analyze the data. The results of the research show that there are five types of generosity behavior in the sample, for which each appropriate social Marketing mix should be used to create a successful program for charitable contributions.

Extended AbstractIntroducion:In today's world, media plays a vital role in attracting public attention and influencing social behavior. Charitable organizations, in order to sustain themselves and ensure public participation, must utilize media and modern Marketing tools. The "Bricks for Paradise" campaign, initiated by Hamrah Aval, aimed to collect public donations for the construction of the Hazrat Zahra (SA) prayer hall in Najaf Ashraf. This campaign is a prominent example of blending commercial Marketing strategies with social and religious goals. The study seeks to analyze the campaign using Philip Kotler's social Marketing theory to understand how Marketing tactics can drive social behavior and charitable engagement.Methods: This research adopts a qualitative case study approach, focusing on the "Bricks for Paradise" campaign. The study utilizes Philip Kotler’s social Marketing framework, particularly the 4P model (product, price, place, promotion), to evaluate the campaign's strategy and effectiveness. Data sources include campaign materials, media content, public engagement metrics, and expert analysis of Marketing tools used.Results: Digital tools, value-added services (VAS), and religious communications fostered deep public engagement and trust. The emotional and cultural resonance of the campaign led to widespread participation.Discussion: The “Bricks for Paradise” campaign demonstrates how commercial Marketing techniques can be adapted to serve charitable and social purposes. By appealing to religious-cultural emotions and integrating emotional Marketing with digital tools, the campaign not only achieved financial goals but also influenced social behavior positively. It set a precedent for future charitable initiatives in Iran, inspiring similar campaigns with comparable models. The successful use of Kotler’s theory in this context confirms the relevance of social Marketing in faith-based charitable activities.

IntroductionCharity studies are not limited to some specific academic disciplines, and their boundaries are hard to determine. How should we understand the area? Thinking about the Charity ecosystem is a way to get a clearer view of it. Here, I aim to propose a tentative classification of the six main players of the Charity ecosystem, illustrating how each faces different kinds of questions and challenges.This will help to broaden our understanding of Charity studies. Furthermore, with this broader conception at hand, we can evaluate the current state of research in this area and the kind of questions in need of further attention. For one, I wish to explain how a main part of Charity studies involves normative questions, relevant to moral philosophy broadly understood, and that there is no way to get around such issues. This is crucial since, without a clear understanding of these normative aspects and acknowledging their role, the hope for being “evidence-based” and “scientific” may lead to leaving major assumptions unexamined, which would turn out to be problematic after further assessment.Six Players of the Charity EcosystemThe six players in the Charity ecosystem are as follows:Agents: individuals who do, say, volunteer work or donate to charities.Patients: those who are targeted to provide help, either by individuals or organizations.Organizations: generally, the familiar kind of charities we know. However, there can be various kinds of Charity organizations.Researchers: those who can help both individual agents and organizations in answering questions relevant to Charity.Activists: the role of connecting different players of the ecosystem, which is usually played by agents, researchers, and else.Policy-makers: those who play main roles in regulations, which can (and should) be done collectively, not in a top-down fashion.For example, consider the question of wellbeing (see Heathwood, 2021). If the goal of charities is to improve the lives of the patients of Charity (or improve their lives to make things better in general), the nature of wellbeing hugely influences the decisions of many players. Or, when thinking about the ways organizations can advertise and connect with their audience, it matters which ways are effective and defensible more generally (Broom, 2016; Thaler & Sunstein, 2021).Two points are due. First, in this framework, I do not determine the way these players should interact, because that would require a specific position. However, here I wish to propose a rather neutral framework. Plus, I cannot determine how these players do interact, because that is a question to be studied in different societies and focused on different kinds of charities. Second, this framework illustrates how the Charity ecosystem is broader than it might at first appear. For example, much conventional research in academia can be considered relevant to Charity since it can benefit some players in the ecosystem. Relevantly, what counts as “Charity” is not (merely) a matter of intentions of people involved or (necessarily) being non-profit.The Case of Effective AltruismEffective Altruism (EA) is an interesting case as it provides a rather simple, straightforward approach to Charity in general and potentially answers questions faced by different players of the ecosystem (for a review, see: Chappell, 2024). A main feature of EA is its roots in moral philosophy, especially work by Peter Singer (1972; 2015). Yet, the simplicity of the approach may turn out to be both its strength and weakness. For example, consider the issue of (im)partiality and its implications in Charity (for introductory remarks, see: Shafer-Landau, 2019, Ch. 5). Be that as it may, it helps to see the kind of answer required in each case.Some main positions of EA are as follows. First, with regard to patients of the Charity, there are two targets that are neglected by many approaches by are central to EA: non-human animals and future generations. The latter leads to the recent version of the view which emphasizes long-termism (McAskill, 2022).Second, about organizations, EA takes it to be essential for Charity organizations to be effective. This is to be understood both morally (in choosing targets) and operatively (in using resources). Therefore, EA doesn’t take it to be essential for Charity organizations to be run by volunteers, as doing volunteer work may not be the most effective way of doing good for agents.Concluding RemarksAs noted, rather than defending a specific view about Charity, I wish to propose and illustrate a framework in which we can formulate different questions and debates about what Charity is and how it should work. Without getting into evaluation, I also used the case of EA to illustrate some examples of the kind of answers needed concerning different questions. Now, here are the three concluding remarks.First, the domain of Charity studies must be seen as broader than what it may appear at first. Thinking of “Charity” merely as “non-profit” is neither accurate in theory nor helpful in practice. The broader conception helps the ecosystem and increases its resources.Second, the normative aspects of Charity studies are essential, as many questions faced by the players of this ecosystem are normative at some level. Although many questions in Charity studies need research in social and natural sciences, without independent philosophical (and specifically ethical) inquiries we cannot have a clear understanding of the problems and possible ways to solve them. Those who tend to ignore the normative aspects have no way but to merely presuppose some unexamined views. This would be on shaky grounds, where the stakes are high.Third, one lesson to be learned from all this, which is the result of the two previous remarks, is that all Charity ecosystems need second-order charities. First-order charities are the ones who are in touch with the patients, provide them with good, or save them from harm. In contrast, second-order charities are directly working with other players than patients themselves. These are not charities of the standard form but are to evaluate the current state of the ecosystem, support Charity studies, provide advice for agents, and give consultation to first-order charities.

Purpose: The research aims to investigate the effect of awareness of the brand connection with a Charity, trust in the Charity, Charity's reputation, and consumers' perception of effectiveness in improving the cause, on the behavioral intentions of buyers.Method: The research was conducted using a quasi-experimental method (a pre-test-post-test design) in two experimental groups (Mahak and Imam Khomeini Relief Committee (RA)) in cyberspace. First, the participants watched a 74-second promotional video of Ehsan brand products (without mentioning the Charity and only focused on the variety and quality of the products) and answered the questions related to the intention to buy the brand and recommend it to others. Then, by showing a printed ad, they learned about the brand's connection to one of the charities. then, the willingness to buy and the intention to recommend, as well as the participants' perception of effectiveness in improving the cause, trust in the Charity, and the Charity's reputation were measured again. Hypotheses were checked using the mean comparison test of dependent pairs and structural equation modeling.Findings: Consumers' awareness of connecting the brand with Charity strengthens positive behaviors such as willingness to buy and recommend the product to others. Also, when buyers feel that they can influence the improvement of the cause, the tendency to buy and recommend the brand increases. Not enough evidence was found to confirm the influence of Charity reputation and Charity trust on buyers' behaviors.

In recent years, companies have used various competitive tools to sell products to customers due to increased competition, the proximity of products, and saturated markets. Supporting various activities and cause Marketing is one of these methods that has attracted the attention of companies today. Therefore, this study aimed to design and explain the cause Marketing model in the dairy food industry in 2021. This applied, the qualitative-quantitative study was conducted using a mixed method on 12 academic experts and managers of Pegah Dairy, Solico (Kale) Kalber Dairy, Sabah, and Mihan food companies. The sampling was performed through a targeted process and the snowball method and continued until reaching theoretical saturation. The statistical population of the quantitative part was the buyers of dairy products from branches of Refah and Shahrvand chain stores in Tehran, who were selected using the cluster sampling method of at least 384 samples. The data were coded and analyzed to reach the cause Marketing model in the dairy food industry. First, basic concepts were produced, and in the first stage, 111 concepts were extracted from interviews with experts, then integrated and categorized into 74 basic concepts. These concepts were coded for greater coherence and better interpretation in 16 more abstract concepts, including resources and capabilities, campaign implementation, the views of company managers and stakeholders, people's beliefs, attitudes, values, demographic factors, social stimuli, and experience and awareness. The 16 concepts were categorized into four major dimensions related to the campaign, customers, company, and Charity Marketing results with MAXQDA software in the next step. A consensus was reached among the experts in the Delphi process. The next step was carried out with the confirmatory factor analysis method in structural equation modeling and SmartPLS software. The results indicated the appropriate fit of the final model. Based on the results, managers of dairy companies can use the identified concepts and categories in their future Marketing plans to achieve a suitable position in customers’ minds and carry out their charitable activities under social responsibilities.

One of the most important institutions and the special gift of divine religions including Islam is Charity institution. Charity may overcome many social problems like poverty and disarray of the income and expenditure. This research is intended to investigate the factors influencing Charity and the Charity function behavior according to the teachings of Islam and to estimate empirically Charity function in Iran. Regarding theoretical and empirical studies on religious expenditure and Islamic taxes; and considering Islamic rules and statistical limitations, the selected explanatory variables are income, wealth, age of householder and religious capital. The Charity function is estimated using a panel data consisting of provincial data during the years 2000-2007. The estimation of an exponential Charity function shows that Charity is an increasing function of provincial per capita income, wealth and religious capital. Using direct data on Charity and entering religious capital and wealth as effective factors on Charity are of innovations of the paper which differentiates current research from the other studies.

Objective Social Marketing is regarded as an applicable concepts in the field of philanthropy and nonprofit organizations that uses mixed Marketing principles to influence the audience’ s behavior. It can also lead to the acceptance of a social idea. The ultimate goal of social Marketing is to change society and achieve the public good in a long-term approach. In addition to charitable foundations and the development of their activities, increasing public participation in charitable affairs is also considered an under-developed area of social Marketing. Therefore, it should be explained based on an empirical approach given the growing number and variety of charities. Today, there is a need for charitable organizations to implement Marketing concepts to attract clients for more help. It is also necessary to increase public participation in charitable work. The main purpose of this research is to examine the application of social Marketing in the development of charitable activities. Methodology This cross-sectional research is applied in terms of purpose and descriptive in nature. Library and field methods have been used to collect data. Given that this research focuses on social Marketing and Charity, a systematic literature review was used to study the past literature. Moreover, the content analysis method was implemented to extract and propose related dimensions and components. In order to prioritize the components, the significance performance matrix was used, where a questionnaire was employed to collect the experts’ opinions. Then, effective measures for implementation of a social Marketing program and attracting public participation were determined as a result of a workshop with the management board of an active Charity. Findings The extracted dimensions and components of social Marketing in the field of Charity include: goal setting (behavioral goals and cognitive goals), situational analysis (analysis of social Marketing program environment, subjective norms to Charity, social norms to Charity), segmentation (demography dimensions, psychological dimensions, benefits for the target audience), social Marketing mix (behavioral suggestion, participation cost, accessibility, social communication, people and participation, program funding), as well as program monitoring and evaluation of its impact (output evaluation, impact assessment). These components can lead to persuasion and persistence in good deeds and generosity behavior (increasing the donation of individual resources to Charity, reducing/preventing the donation of individual resources other than Charity, influencing macro-policy). Conclusion We could identify the following four measures that are proved effective in developing the activities of charitable foundations: holding events, the use of social networks, personal communication and word of mouth advertisement, as well as the use of reference groups and influential people.

Historical evidence from the early days of Islam and the narrations of the Epoch of Appearance indicate the possibility of a balance between supply and demand for Takaful funds and also the possibility of a surplus supply as a desirable situation. On the contrary, a study of the current situation in the country shows that there is an imbalance and a surplus of demand for these funds. The question of this research, which is examined through descriptive-analytic method and the use of library resources, is to investigate how to modify and improve the existing situation and to introduce strategies for achieving the desired one. The results of the analysis of Quranic and Hadith teachings and meta-analysis of existing survey studies indicate strategies such as: “ Quranic Charity discourse” , “ Charity development” , “ improving the quality of charitable funds allocation” , and “ improving the quality of charitable donations” to promote Charity in the country. To realize each of these strategies, partial and operational tactics such as professionalizing the Charity part, enabling charitable funds to be managed, and expanding advertising and incentives can be offered.

IntroductionInternet businesses have now expanded significantly worldwide. One of the important fields in which Internet businesses are used is Charity. Internet businesses of charitable institutions are one of the new topics that have been raised in the field of Charity governance. The current research was conducted to design the Internet business model of charitable institutions in the country. The Internet business model allows charitable organizations to have information about the organization, financial aid opportunities, and resources available at all hours of the day and night, and the audience can access the organization anywhere in the world. Also, internet platforms reduce the overhead costs associated with the traditional method of fundraising or face-to-face events, increase speed, and thus increase efficiency. Also, they will improve communication and interactions and be transparent and reliable about reporting. Research Methodology​In line with the purpose of this research, first, the theoretical basis of the field of business models and Internet business models as well as charitable institutions were studied and investigated. The methodology of the current research is qualitative and exploratory, and the thematic analysis method was used to analyze the data. To answer the main question, first, semi-structured interviews were conducted with Charity internet business owners, then the interviews were analyzed using the thematic analysis method. In this research, the components of the canvas model were used as the basis of the work due to their comprehensiveness and frequency of application in the field of practice, and the interview framework was set based on it. The qualitative research approach has been conducted with a fundamental orientation and inductive logic using the thematic analysis method.Research FindingsThe network of themes was extracted from the interviews with 353 basic themes, 51 organizing themes, and 10 overarching themes including value proposition, main activity, main resources, key partners, customers, relationships with customers, distribution channels, costs and income streams, and environment. Amending the upstream laws related to charities to facilitate the expansion of internet charities in the country, the need to design the headquarters and institution of the upstream Supreme Council for the management of charities and internet businesses, improving the access of internet businesses to the virtual space, and considering suitable facilities for them were among the most important measures that should be placed on the agenda of policymakers to expand the online business of charities. The final model of the research is in Figure 1.Figure 1 - The final research model Discussion and ConclusionThe current research was done in response to the main question, that is what is the model of internet business in Charity organizations? This research was carried out with semi-structured interviews with experts in this field. After that, using theme analysis, all the interviews were reviewed and their themes were extracted, which include 353 basic themes, 51 organizing themes, and 10 overarching themes. The Internet business model of charities was obtained based on the nine-component model of the well-known business including value proposition, main activity, main resources, key partners, customers, relationships with customers, distribution channels, costs and income streams. Also, the environmental component and environmental restrictions were added as one of the new dimensions to the business model of charities. In each of these components, explanations were provided according to the obtained themes, and the organizing themes were briefly described in each one.After examining the background of the research, it was found that the present article is different from previous studies. The difference is in creating a new framework for fundraising in charitable organizations on the World Wide Web (Internet). This is the main innovation of the current research and makes the current article uniquely different from previous research. This new framework allows charities to fundraise more effectively and efficiently. Unlike previous research that focused more on traditional and non-online methods, the current research has investigated and analyzed in the global network space and presented a comprehensive and innovative model for Charity activities in the global network. This model can be used as a practical guide for charitable organizations and help to improve their performance and increase their productivity. 

Participation in Charity is one of the moral mechanisms for eradicating economic poverty, and the philosophical debate about it has risen since the 1970s. In this paper, two important philosophical arguments have been formulated and researched by Singer and Spoerl about duty or beyond duty and why and how to participate in charitable affairs. Singer believes that people who are morally obligated are obliged to give their possessions to those in need unless this assistance requires the deprivation of things that are morally comparable to the needs and problems of those in need. Spoerl, along with all the critics, clearly sees this as a rigid condition, and instead believes that people with morals are obliged to give their possessions to the needy, but only after they have met the necessities of life. There is also a serious disagreement between Singer and Spoerl about the definition of the necessities of life, and Spoerl derives a broad definition of it that includes artistic, intellectual, and social values. Singer also does not specify the source of Charity, but Spoerl, by separating surplus income from surplus wealth, believes that we simply have a duty to give our surplus income to the needy. Based on the findings of the paper, the lack of prioritization of the needy and its non-separation from the prioritization of needs is evident to some extent in both perspectives, especially Singer's perspective.