پژوهشنامه مطالعات وقف و امور خیریه
سال دوم شماره 2 (پیاپی 4، پاییز و زمستان 1403)

Social marketing is one of the most widely used branches of marketing knowledge that is used in various social issues. Social marketing seeks to create behavioral changes that benefit individuals and society (Romero-Domínguez et al., 2021, p. 3). Non-profit organizations (NPOs) have faced intense competition for charitable donations due to declining government support and rapid growth (Hsu et al., 2021, p. 52728). A review of previous literature on donor behavioral loyalty indicates that donors may be loyal to more than one nonprofit organization in different ways (O'Reilly et al., 2012, p. 69). Achieving charity marketing goals like business marketing, in addition to choosing an efficient strategy, also requires determining effective techniques and tactics such as market segmentation, which can increase the loyalty of philanthropists even more. But statistics show that organizations lose up to 60% of their first responders. Therefore, an adequate understanding of the determinants of donor loyalty is necessary and essential (Zogaj et al., 2021, p. 379). The closest research to the current topic is the research of Masoodipoor (2018), which used other criteria for classification, so the topic is completely new and original. Therefore, the main question of this research is how people's loyalty is in the three indices of loyalty to the charity brand, loyalty to the distribution channel, and loyalty to the donation subject. The main purpose of this research is to measure the behavior of benefactors in charity affairs based on the components of loyalty to charity marketing and behavioral segmentation in the statistical population of Qom province.

The current research is a descriptive-survey type of quantitative research with an exploratory approach and is included in applied research. The statistical population of this research includes the Qom metropolis. Therefore, by using the available sampling method, two urban areas, three and seven, were selected and sampling was done from the people in those areas. According to Cochran's formula including the confidence factor of 95%, the value of 0.5 for p and q, and the error factor of 0.05, the sample size is at least 384 people. The method of data collection in this research is a questionnaire that evaluates the donation behavior of individuals in terms of loyalty to charity brand, loyalty to distribution channel, and loyalty to the subject of donation in different places and times through 42 questions in two forms of specialized and demographic questions. All questions were designed according to the Five-point Likert scale according to the variable; Therefore, the evaluation of options is variable. In total, 571 questionnaires were distributed to people physically and electronically, and 405 questionnaires were obtained that could be used for statistical analysis, and then the data of the questionnaires were analyzed using SPSS software and clustering technique and two-step clustering analysis.

Surveys show that from the total of 405 people who answered the questionnaire, the highest percentage of frequency is related to men with approximately 51.4 frequency, and the lowest number of responses is related to women with a frequency of 48.6. The youngest declared age is 14 years and the highest age is 75 years. The average age of the people studied in the research is about 32 years, and people with the age of 20 include the largest number of this sample. 59.5% of them were married. In terms of education, 37% of people have a bachelor's degree. The classification of people based on their job shows that the highest frequency of people in the studied sample belongs to freelancers with 24.7%. The most frequent percentage in the income classification, i.e. 25.4%, belongs to the category of people who do not have a fixed and independent income. Based on the answers provided, these people were classified into 5 separate clusters, 15.8% in the first cluster, 10.4% in the second cluster, 22% in the third cluster, 28.4% in the fourth cluster, and 23.5% in the fifth cluster. The highest level of loyalty to the charity brand includes the third cluster, the highest level of loyalty to the distribution channel includes the fifth cluster, and the highest level of loyalty to the donation topic includes the fourth cluster.

Due to the optional nature of charitable donations by people in the community, the competitive conditions between charitable organizations to earn more money reveal the necessity of attracting the attention of the audience. Attracting more attention from the target audience means identifying their behavior in the face of charitable affairs, and this information is used to predict people's future behavior and has a significant contribution to the growth of altruistic donations. The general results of this research indicate the existence of a gap between theory and practice. Based on the classic marketing process, segmentation is necessary to accurately and better identify the giving behavior of people and also to provide them with optimal marketing mixes. Segmentation causes people to be placed in categories with similar behavioral patterns so that advertising and promotion programs suitable for each segment are selected and implemented. The existence of criteria or criteria for segmenting people is one of the strategic challenges in the field of social policies. These criteria can measure the status of benefactors in different dimensions of charitable behavior. Since the loyalty component of philanthropists is very important for all charitable organizations, this research was conducted to investigate the loyalty behavior of philanthropists based on the geographical location of the Qom metropolis. Therefore, using the two-stage clustering technique, this research divided people's loyalty into three indicators: loyalty to the charity brand, loyalty to the distribution channel, and loyalty to the donation issue. The increase in their charitable contributions was expressed.

In recent years, the role of social entrepreneurship has increased significantly as a result of the weak efficiency of government institutions in improving living standards in different social sectors. Accordingly, the advantage of social entrepreneurship is focused on the less dependence of companies on financial markets and the less impact of financial crises on them (Palacios-Marqués et al., 2019). The concept of social entrepreneurship lies in the creation of social value and the question of what innovative methodologies, services, or products are chosen to create social change. Most of the social movements are managed by individuals and business groups only to improve the lives of the poor; However, social entrepreneurship is created to create a link between human, social, and sustainable development in societies (Zajda et al., 2023). For the development and expansion of social entrepreneurship in for-profit and non-profit organizations, there are many influential factors and actors. The most important actors of social entrepreneurship success include leadership, planning of social organizations, community interaction, innovative financing, human capital, legal support, and marketing of social organizations (Satar & John, 2019). Meanwhile, factors such as the role of entrepreneurs, networks, and government support are also very influential in the success and sustainability of social entrepreneurship (Bonfanti et al., 2024). Considering the importance of social entrepreneurship in creating productive employment and sustainable wealth, as well as the focus of this field on creating a continuous income stream with minimum reliance on voluntary contributions, this research seeks to answer the question, what are the main factors and actors of social entrepreneurship? And what are the appropriate strategies for the development of socialentrepreneurship?

The current research is applied in terms of purpose, descriptive in terms of nature and method, and qualitative in terms of approach; Therefore, the data collection tool in this research is an exploratory interview. The statistical population of this research includes experts, university professors, entrepreneurship lecturers, entrepreneurs, social entrepreneurs, social activists (NGOs), managers of charity organizations, and all those who are active in social fields, which are included in a non-probable snowball method. And based on the rule of saturation, 15 people have been selected. In this research, Fred R. David's framework, which has three stages, is used for the analysis and formulation of strategies. The first stage, called input, in which the main information needed to develop strategies is specified, includes two internal factors evaluation matrix (IFE) and external factors evaluation matrix (EFE). In the second stage, called the comparison stage, various types of possible strategies are explained, and for this purpose, a kind of balance is established between internal and external factors. The tools of this stage include the threats, opportunities, weaknesses, strengths (SWOT) matrix, and the internal and external (IE) matrix. Finally, the third stage, called the decision stage, uses the Quantitative Strategic Planning Matrix (QSPM). In the said matrix, the information provided in the first step is used so that the types of applicable strategies identified in the second step can be evaluated objectively without applying personal opinion. It is worth mentioning that in this research, the triangulation method was used to check the validity of the research findings.

Based on Fred R. David's analysis framework, to develop a strategy, one must go through three stages of input, comparison, and decision-making, in each of these stages, matrices are predicted, and finally, based on the findings and results of these matrices, strategies can be explained and prioritized based on the Quantitative Strategic Planning Matrix (QSPM). Quantitative Strategic Planning Matrix (QSPM) is a suitable tool and technique for strategic planning and integration and prioritization of important internal and external factors. This technique determines which of the selected strategic options are possible and prioritizes these strategies (David et al., 2009).The strategies calculated based on the SWOT matrix include the following strategies, which are summarized from the Quantitative Strategic Planning Matrix (QSPM), the prioritization of social entrepreneurship development strategies is shown below (Table 1). According to the average scores of the creation of non-governmental organizations (NGOs) to support social entrepreneurship, the best strategy is selected.

According to the findings from the interviews and the analysis done on them, it was determined that appropriate strategies should be adopted to enter the field of social entrepreneurship. In this part, based on the prioritization of the strategies, practical suggestions are presented as follows.Facilitating the process of creating non-governmental organizations through the national license portal;Systematic and institutional guidance of the informal economy towards the formal economy with the approach of identifying and supporting social entrepreneurs;Cultivation of social entrepreneurship through education and including courses related to this issue from the primary level of education;Spreading information and increasing the awareness of families through advertisements to strengthen socialentrepreneurship in family members;Creating a center of active graduates in the fields of social entrepreneurship and social activities;Holding creativity and innovation training workshops in the field of social entrepreneurship;Planning and taking action to design and implement the "Comprehensive Education and Employment Plan" to harmonize the demands of the labor market with university teachings with a social entrepreneurship approach;Expediting the issuance of required licenses for activities in the field of social entrepreneurship;The possibility of active participation of social entrepreneurs in macro decisions;Developing laws and regulations to support social entrepreneurs;Speeding up the process of approving and communicating the executive regulations of the law on continuous improvement of the business environment in the field of social entrepreneurship;Providing self-employment loans to eligible people to set up social businesses;Providing gratuitous banking facilities for specific areas of social entrepreneurship (such as helping the clients of the relief committee, the disabled, and others).

This paper tries to examine with a comprehensive view the effective factors in the collection of public micro-donations. The results of a national survey in Iran's National Charity Atlas for three consecutive years from 1399 to 1401 show that more than 90 percent of the country's people pay for charity. Based on this data, it can be claimed that one of the most important methods of collecting public donations is public micro-donations, and paying attention to the topic of this research can affect donations. Another important point is that although charitable donations are widespread worldwide, in the review of theoretical literature, there aren't consistent reviews about the factors that influence the collection of micro-donations, especially in a culture like Iran. This indicates that the use of related scientific methods in social research such as collecting public donations can both bring attention to this important social task on the part of a member of the country's scientific community and help the responsible institutions. With this approach, this research is looking to answer these questions: What factors are effective in the collection of micro-donations? How is the ranking of the identified factors effective in the collection of micro-donations?Regarding the theories and motivations explaining charitable donations, very scattered topics have been raised in the research background and the area of indicators affecting the collection of public donations, almost the majority of the research presented is in the field of sociology.

The main purpose of the research is to identify and prioritize the factors affecting the collection of micro-donations. From the objective point of view, the current research is in the category of applied research with a descriptive-analytical approach, and it has been done using library and documentary sources. In this research, a part of the necessary data to answer the questions has been collected through existing documents and research reports, and the other part has been done by referring to experts. In this research, the acceptability is confirmed by the validity of the research inputs, such as collecting data from past research, the selection of experts, and the validity of calculations. To achieve the research objectives and answer the questions, the current research has been carried out in two stages:The first stage is the identification stage; At this stage, the factors have been identified through library studies. In the following, experts' opinions have been obtained through the Delphi technique.In the second stage or the prioritization stage, these factors have been questioned for ranking. At this stage, the affinity diagram approach is used and the effective factors of the same family are placed in one class and all previously identified factors are taken as sub-factors in these classes. In the following, using the process of hierarchical analysis and two-by-two comparison, prioritization has been done.

In the first stage, after collecting all the factors from the library sources, 98 factors with different titles were obtained. Considering the possibility of integration, aggregation, and standardization of factors, based on the number of 98 factors, 37 standard factors were extracted in this section after adjustment and standardization. In the first part of Delphi, 10 factors were extracted. From these questionnaires, then according to the average scores of each indicator, all indicators with a score lower than the first quartile, i.e. 3.5, were removed, and 7 factors out of 47 factors were used for ranking. In the second step, the researcher classified all the factors that have a content affinity or natural relationships into eight separate groups using the kinship chart. These categories include factors related to society, factors related to the collection area, factors related to the type of collection place, social commitment factors, economic factors, demographic factors, psychological factors, and religious belief factors.

The first ten sub-factors have gained almost half of the total weight of the sub-factors, so it is very important to pay attention to these factors in decision-making. The first sub-factor with a high weight is the spiritual pleasure of helping (peace and sense of divine pleasure). This factor along with the third factor (religious beliefs) and the seventh factor (the reward and acting according to the divine order), show the great importance of religious beliefs in the levels of charity motivation. Also, the first ten sub-factors clearly show that the most effective factors in the amount of charity are internal factors rather than environmental factors, so the cultivation of internal factors such as the use of motivational factors and emphasis on educational issues in educational content, has a great impact on the change in charity statistics.In contrast to this issue, the sub-factors related to individual demographic class are among the least important factors. Interestingly, unfortunately, many social judgments are based on demographic differences. Also, this research shows that in the economic class, confidence in income is more important than the income itself, so in the decision of choosing the target community, one should not pay much attention to the amount of income, but pay attention to the source of income.

Today, most large companies in developed countries use charitable marketing to increase their popularity and show their responsibility towards society (Hamidizadeh et al., 2017; Bakhsham et al., 2022). Charitable marketing exposes the organization's attention to social issues in the eyes of customers and beneficiaries. Also, charitable marketing can increase brand awareness, improve the company's image, and strengthen the company's brand name (Patel et al., 2017). Charitable marketing allows the general public to learn about a company's social responsibility and its interest in charitable goals and ideals; at the same time, through charitable marketing, cooperation between an economic enterprise and charity will be in line with the interests of both parties (Bakhsham et al., 2022). Logically, before using charitable marketing strategies, it is necessary to measure the reaction of consumers towards them. For this purpose, the present study seeks to answer the question of whether charitable marketing activities are effective in promoting the brand of commercial companies or not. In this study, the effect of charitable marketing activities on word of mouth, purchase intention, and brand image from the perspective of detergent consumers has been investigated. The hypotheses of this research are:Charitable marketing has a positive and significant effect on word-of-mouth advertising from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the purchase intention of consumers from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the brand image from the point of view of customers of detergent companies.

The current research is quantitative and it is practical in terms of its purpose. The statistical population of this research is the users of detergents in the city of Kermanshah; considering that everyone uses detergents, the size of the statistical population is considered unlimited. The sample size was 384 people, which was calculated by Cochran's formula. In this research, the questionnaire is the main tool for collecting the required information, which was scored based on the Likert scale, and 384 questionnaires were distributed in person. In this research, content and construct validity have been used among the various methods of determining the validity of measuring the validity of the questionnaire. First, the articles related to the topic were carefully studied and the variables and questions of the questionnaire were identified from the combination of three questionnaires in the articles (Mirabi et al., 2015; Bilgin & Kethüda, 2022; Ahmad et al., 2014). To test and evaluate the hypotheses, partial least squares analysis was used. The data were analyzed using SPSS software at the descriptive level and Smart PLS 3 at the inferential level.

To check the variables of the model and research hypotheses, the goodness of fit indices of the model are used. The degree of conformity of the research conceptual model with reality is measured by model fit indices. At the 95% confidence level, considering that the value of the t statistic is greater than 1.96, it can be said that the dimensions of charitable marketing have a positive relationship with word-of-mouth advertising, purchase intention, and brand image. Based on this, all the variables with a positive path coefficient indicate a positive relationship between the variables, and the effect of the dimensions of charitable marketing on the three variables of word of mouth, purchase intention, and brand image is confirmed and significant.

In this research, the impact of charitable marketing on word of mouth, purchase intention, and brand image was investigated from the perspective of customers of detergent companies in Kermanshah, and as the research results show, charitable marketing has a positive and significant effect on word of mouth, purchase intention and brand image in detergent companies. According to the results, hypothesis 1 based on the existence of a meaningful relationship between charitable marketing and word-of-mouth advertising is confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Bori (2017) and Patel et al. (2017). Also, according to the results of the research hypothesis test, the second hypothesis based on the existence of a positive and meaningful relationship between charitable marketing and purchase intention is confirmed. This hypothesis is consistent with the research results of Khenifer et al. (2021), Bakhshizadeh Borj (2017), and Sinčić Ćorić et al. (2011). Finally, according to the obtained results, the third hypothesis based on the existence of a positive relationship between charitable marketing and brand image has been confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Borj (2017), Hamidizadeh et al. (2017), and Ebrahimi et al. (2016).

The endowment continues in all Muslim countries, including Iran, from the time of the Holy Prophet (PBUH) through Islamic caliphates and dynasties until today (Pasaribu & Kemora, 2024: 163). While endowments usually involve tangible assets such as land, there are also forms of charity that help individuals. On the other hand, health care and education have received a lot of attention in traditional and government programs. There are many measures to promote good things in Islam, such as zakat, charity, and endowment (Huda et al., 2022: 296(.Participating in charity is a voluntary act widely practiced in the early days of Islam and was recommended by the Holy Prophet Muhammad (PBUH( (Musahidah & Sobari, 2021: 67). Although the endowment is not mentioned in the Holy Quran, it contributes significantly to the nation's social affairs and economic development (Hassama & Ismail, 2023: 106). This voluntary action strengthens the spirit of brotherhood in Muslim societies, helps spread the true spirituality of Islam, and plays a vital role in facilitating education (Afaneh, 2024: 970). Throughout history, cash endowments have been necessary to implement many social welfare projects, such as building hospitals, and schools, and helping the underprivileged (Hassan et al., 2021: 1256).Endowment and charity cause motivation in the society and development of the nation's welfare and help the development of the society. Also, it is useful for empowering small businesses (Hassan et al., 2021: 1254; Aslam et al., 2024: 1502). Even in recent years, with thespread of the COVID-19 disease and its peak, as well as with the ban and restrictions on travel, the labor market was affected, many businesses were closed or stagnated, and faced with the uncertainties of the future (Amin et al., 2022: 2). At this time, many philanthropists around the world, with a sense of high social responsibility and unique moral potential, stepped forward to deal with the victims of the crisis and to provide peace of mind to the less fortunate, providing funds in various ways (Amin, 2022: 1020). However, despite the historical importance and potential of endowment and charity to promote constructive social change, there is still little knowledge about this topic in modern times. Islamic countries mostly have poor people (Aslam et al., 2024: 1501). Therefore, the effectiveness of the cash endowment program can help reduce poverty (Shabbir et al., 2020: 39164). In recent years, researchers, decision-makers, and practitioners have become more interested in investigating people's attitudes regarding participation in charity projects (Kasri & Chaerunnisa, 2022: 1335). To fully use the potential of charity as a sustainable tool to solve urgent social and economic problems in Muslim societies and beyond, it is necessary to understand the attitude of benefactors (Jain et al., 2023: 773; Aslam et al., 2024: 1500). In the meantime, the role of media advertising spreading religious information, and emphasizing the human aspect and altruism in doing good deeds is very important to influence the attitude of benefactors towards the participation of these people in charity affairs. Therefore, the current research was conducted to investigate the effect of media advertising and Islamic religiosity on participation in charity and endowment, taking into account the mediating role of benefactors' attitudes.

To collect the information needed in this research, in the field of research literature and theoretical foundations, library studies and information are used, and questionnaires are used to collect field data. The statistical population in this research is the benefactors of Mazandaran province with the number of 2 thousand and 34 people, and by using Cochran's formula to determine the number of samples, the number of 324 correct and complete questionnaires was obtained without any problems. Sampling was done using a simple random method. The questionnaire distributed among people was a researcher-made questionnaire with 4 constructs and 22 questions which was collected from numerous articles and arranged in the form of a questionnaire. In this research, to check the validity of the questionnaire, the method of face and content validity was used by calculating Lawshe`s Content Validity Index. Cronbach's alpha coefficient, combined reliability (CR), and average variance extracted (AVE) were used to check the reliability of the questionnaire. Analysis of the obtained data was done using SPSS26 and SMART-PLS4 statistical software. Also, the structural equation model was used to check the relationships between variables and research hypotheses.

The model obtained from the literature review was presented quantitatively and based on the data collected using a questionnaire designed in the form of a 5-item Likert scale. The designed questionnaire was distributed among school donors from different spectrums of gender, age, and education, who answered each of the questions from very little to very much. All the variables were abnormal, the average of all variables was higher than 3, and since the questionnaire had a spectrum of 5 options, it indicates the agreement of the majority of the respondents with the items of the questionnaire. To check the validity of the structure, first, the value of the factor loading and the significance of the factor loading (T-statistic) of all the items in the questionnaire were determined to be appropriate, and after removing the inappropriate items, the value of the average variance extracted (AVE) was finally obtained. These results show that the predictive power of the model regarding these variables is optimal. Donors' attitude plays a mediating role in the relationship between media and religiosity with participation in charity work and endowment. Media and religiosity advertisements affect participation in charity and endowment, as well as the attitude of benefactors.

The purpose of the present study was to investigate the effect of media advertising and Islamic religiosity on participation in charity and endowment, taking into account the mediating role of benefactors' attitudes among the benefactors of Mazandaran. Considering the mediating role of benefactors' attitudes in the relationship between media messages and religiosity with participation in charity and endowment is based on the paradigm of altruism and behaviorism and tries to show a suitable image of the concept of participation in charity and endowment among Muslims. Encouraging the education of doing good deeds and dedication from childhood, especially in families, and investing in the development of children's attitudes from a young age and the institutionalization of this positive attitude can have undeniable effects in the following years. It is appropriate that on the one hand, the media and on the other hand, the religious scholars and elders of the bazaar should promote charity in religious gatherings/ceremonies or mosques. Most benefactors should be honored in official gatherings and publicize their behavior as great models of generosity so that this information creates a positive attitude among other industry and market leaders.

Sport plays a significant role in health promotion, quality of life enhancement, and empowerment of individuals and society. Public inclination towards sports necessitates the continuous development of sports facilities, equipment, and spaces, as the quantity and quality of such infrastructure directly influence the expansion of sporting activities within the community. One of the primary challenges in developing sports infrastructure is the reduction of governmental financial resources.In these circumstances, attracting support and financial contributions from donors for the construction and improvement of sports facilities appears essential. Donors allocate a portion of their assets for philanthropic purposes, which may include land, buildings, equipment, and financial resources. In the realm of sports, donors can play a crucial role in developing sports infrastructure, such as stadiums, halls, and playing fields, by financing construction and renovation projects.However, to effectively harness donors' capacity in this domain, it is necessary to adopt appropriate strategies, such as fostering coordination and collaboration between the government and donors, conducting precise needs assessments and project prioritization, encouraging donors to engage in underprivileged areas, and strengthening the culture of philanthropy in sports. Therefore, the main objective of the present study is to identify efficient strategies for optimal utilization of donors' capacity in developing the country's sports infrastructure.

The present study is qualitative and exploratory and employs thematic analysis. The statistical sample comprised several active donors in the sports domain, senior sports managers with experience collaborating with sports donors, and university professors who are experts in this field. Purposive and snowball sampling were utilized, and theoretical saturation was achieved after 23 interviews. Initial interview questions were formulated based on the research background and intended objectives, with additional questions incorporated depending on interview conditions. Each interview concluded by posing an open-ended question to interviewees, such as "Do you think there is anything that has not been asked about?" Interview durations ranged from 20 to 30 minutes. Following the interviews, thematic analysis was applied to extract strategies for utilizing donors' capacity in developing the country's sports infrastructure.To validate the study's findings, Lincoln and Guba's (1985) evaluative criteria were employed as a framework for assessing qualitative research quality. These criteria include credibility, transferability, and dependability, which correspond to the conventional concepts in quantitative research known as internal validity, external validity, and reliability or trustworthiness, respectively. To calculate interview reliability, the intra-topical agreement method was used. The test-retest reliability of the interviews in this study, calculated using the aforementioned formula, exceeded 0.81. Given that the reliability coefficient is greater than 0.60 (Stemler, 2001), the trustworthiness of the coding is confirmed and deemed acceptable.

Following coding based on thematic analysis, 41 sub-themes were extracted and categorized into 8 secondary themes and 4 main themes, comprising participatory and interaction strategies, supportive strategies, cultural and promotional strategies, and operational and guidance strategies. It is noteworthy that secondary themes were derived after repeated examination of interviews, subsequently informing the formation of main themes.Results were classified into 4 categories: participatory and interaction strategies (themes of participatory strategies, transparency, and trust-building strategies), supportive strategies (themes of financial and investment strategies, motivational and supportive strategies), cultural and promotional strategies (themes of cultural development and awareness-raising strategies, benchmarking strategies), and operational and guidance strategies (themes of executive strategies, managerial strategies).The Shannon matrix indicates the frequency and relative importance of key identifiers recognized in this study from the perspective of the samples under investigation. Based on collected data, motivational and supportive strategies, with a coefficient of 58, held the highest importance. Subsequently, cultural development and awareness-raising strategies, with a coefficient of 55, and transparency and trust-building strategies, with a coefficient of 48, were highly prioritized according to participants' views. Furthermore, participatory strategies with a coefficient of 42, managerial strategies with 24, financial and investment strategies with 18, and finally, executive and benchmarking strategies with a coefficient of 8 had the lowest relative importance. This priority order may indicate the significance and special emphasis of research participants on motivational, cultural, and transparency strategies for engaging donors in sports infrastructure development.

Overall, based on the findings of this research, to optimally utilize donors' capacity in developing the country's sports infrastructure, a multifaceted and comprehensive approach should be adopted. This approach must encompass a set of participatory and interactive strategies, supportive strategies, cultural and promotional strategies, and operational and guidance strategies. Initially, involving donors in decision-making, considering their opinions, maintaining continuous interaction, and ensuring transparency of actions are of paramount importance. Subsequently, motivating donors through recognition and encouragement appears essential. Alongside these factors, cultural development and awareness-raising in society to promote donors' participation in sports, as well as benchmarking from others' experiences, should be taken into account. Finally, implementing operational and managerial strategies such as organizing sports events, presenting attractive projects, designing a donors' charter, capacity building, and permit exemptions are crucial for attracting and guiding donors' participation. In sum, by simultaneously and coordinately employing these strategies across various dimensions, the valuable capacity of donors can be harnessed towards developing the country's sports infrastructure, taking fundamental and effective steps in this direction. The findings of this study can serve as a roadmap for managers and policymakers in the sports domain for optimal utilization of donors' capacity.

Organizational performance and competency assessment are an important mechanism for improving the efficiency of non-governmental organizations and help them to maximize their capabilities, increase their social impact, and, consequently, achieve their ultimate goals. Most of the charities in Tabriz are run in a semi-traditional way and along with the many problems and issues we are facing in the field of charities in this city, the lack of evaluation of charities and their performance and the factors affecting it is also considered a major and important issue.  (Hatami Khaljan, 2023, 87).The purpose of the current research is to measure the performance of charitable institutions and investigate the effects of group cohesion variables, the role of social networks, and contextual variables (the age of the charity institution, the scope of activity of the charity institution, the history of membership) in the performance of the said institutions. 

 The present study was conducted by survey method among managers of 133 non-governmental organizations in Tabriz and SPSS and SMART PLS software were used to analyze the data. From the various criteria that were mentioned in the research literature and interviews to evaluate the performance of Charities, criteria appropriate to the characteristics, facilities, and limitations of the present study were selected and measures were designed. To measure the group cohesion variable, 6 items in the 5-part Likert scale (low, relatively low, medium, relatively high, high) were used, from the sum of these 6 items the group cohesion variable was obtained. These items are based on the adaptation of the Carron et al. (1985) Group Environmental Questionnaire. To measure the role of utilization of Online social networks, measures in the 5-point Likert spectrum (low, relatively low, medium, relatively high, high) have been used. These metrics are extracted from the Kinuthia master Thesis Questionnaire entitled "Investment in Information and Communication Technology and CHARITIES Performance in Kenya" (Kinuthia, 2012.).

 The results showed that the average performance of non-governmental organizations among the statistical sample (in the range of zero to one hundred) was 70, which indicates the relatively high performance of non-governmental organizations under study. The average group cohesion in the studied samples was 75 out of 100, which indicates that the level of cohesion is relatively high. The average variable of the role of using Online social networks among the statistical sample was 65, indicating that this variable has a relatively high role in the performance of Charities. The use of the Instagram page has the highest number among the research sample and 49% of users have an Instagram page. After that, using the WhatsApp group with 43% is the most frequently used among the samples. The average performance of the samples among the statistical sample (in the range from zero to one hundred) was 70, which indicates the relatively high performance of the studied samples. The results of the hypothesis test showed that the variables of group cohesion and the variable of Online social networks with a coefficient of 31% had the most positive effects on the performance of Charities. The results of the hypothesis test showed that the variables of group cohesion and the variable of Online social networks with a coefficient of 31% had the most positive effects on the performance of non-governmental organizations. According to the managers, the Telegram group with 46.9%, the Instagram page with 44.5%, and the WhatsApp group with 21.8% had the most role in introducing and improving the performance of Charities, respectively, and in the fields of 1- Introduction of charitable institutions in the community; 2- Increasing transparency and better information about the performance of charitable institutions; 3- Satisfying supporters and members; 4- Attracting financial and non-financial aid; 5- Communication with other non-profit organizations; and 6- Attracting the participation of volunteers. There is a significant inverse relationship between the history of membership of managers in Charities and their evaluation of the performance of non-governmental organizations. There was no significant relationship between the variables of age level of operation of non-governmental organizations with their performance and the degree of group cohesion, but the variable of using Online social networks with a coefficient of 30% had a significant effect on increasing group cohesion.

In a general conclusion, the results showed that 56.8% of the respondents evaluated the performance of their charity institution at a relatively high level, and the variables of group cohesion and the role of social networks had the most positive effects on the performance of charities, and the role of social networks also had a significant effect on increasing group cohesion. has increased group cohesion by a factor of 30%. The reason for this can be the fact that previously communication between members of a group or organization was only possible through physical presence, but today communication platforms, platforms and new tools for more communication and easy communication, as a result, have provided understanding, intimacy, and cohesion between members. According to Harvey et al. (2018), charities are increasingly using social media tools in fundraising and increasing communication with donors and others. Institutions through. Three major mechanisms are used (1) signaling, (2) escalation of commitment, and (3) social contagion. Finally, the results showed that the total research variables can predict only 25% of the changes related to the dependent variable, and the other changes are related to other variables that have not been studied in the current research and can be investigated in future research.

Prelude:

The information available in the world and in Iran shows that charitable actions have become a pervasive feature in public culture, but the lack of a model for prioritizing beneficence actions has made these actions less effective. Based on this, the current research aims to examine the models designed to prioritize other matters. This review may help to design a model for prioritizing beneficence actions. The research literature in Iran shows that some of these researches have designed models for prioritizing affairs, but they have not designed any model for prioritizing beneficence actions. Therefore, the main purpose of this research is systematic study of the researches that designed models for prioritization and the research question is: What possibilities has the existing research literature in Iran provided for the design of the model of prioritizing beneficence actions? Of course, we have faced limitations such as access to all research, and searching for other academic disciplines effective in model design.

The present research has used a systematic review method to study the research literature. The current research techniques are Close-in technique (concepts close to each other), and Far-out technique (concepts far from each other). These two are among the systematic approach techniques. Also, the technique of Flip-flop technique, which is one of the techniques of Grounded theory, has been used. The sample size is 167 cases from foreign and domestic research literature and the sampling method is purposeful. 20 cases of charities prioritization models have also been reviewed. The criteria for choosing these charities are defined indicators. Researches have been examined that have designed the pattern of prioritization. 

In the final stage of the systematic review of the experimental research literature, the following problems were extracted:· Some of the research literature lacks an interdisciplinary model. Meanwhile, other economic, cultural, social, and political indicators should be considered in order to prioritize matters. Therefore, to design the prioritization model, an interdisciplinary approach should be taken so that other dimensions are included in the model.·In some of the research's literature, the prioritization indicators are taken from other foreign researches and these indicators are not proportional to the local and domestic conditions of Iran. Therefore, to design a model for prioritizing beneficence actions in Iran, local indicators should be used.·In some research's literature, proportional methods have not been used to design each part of the model. In other words, the design of the prioritization model has different levels. Therefore, it is not possible to implement all these levels with one method. As a result, a variety of methods should be used to design a model for prioritizing beneficence actions.In the diagram below, we have categorized the patterns of prioritization by other researchers according to two criteria. These two criteria are: index- oriented, method- oriented.

Based on the chart above, the conducted researches can be divided into two general types, index- oriented and method- oriented. However, these divisions are only ideal types. Researches that are index-oriented have emphasized on the indicators for prioritizing matters and have not paid attention to the methods of evaluating and measuring the indicators and method-oriented researches have ignored the prioritization indicators and have focused only on the methods of prioritizing matters. According to the aforementioned findings, the methodological relationalism should be used in future research. This methodological approach emphasizes pluralism in contrast to methodological exclusivity. The second necessity is that future research should be based on the multiplicity of different academic disciplines. In other words, it is necessary that these researches use different expertise in the expert panel in the design of criteria for prioritizing matters. The third necessity is that indexing should be done according to local conditions. In other words, the scales and indicators of prioritization should be designed based on local conditions. Based on the current research question, the existing researches in Iran provide a picture of how to design prioritization models. The aim of the present research was to obtain the accumulated knowledge about the patterns of prioritization of affairs. And based on this goal, if the above-mentioned three necessities are considered in future research, useful models for prioritizing beneficence actions can be achieved.

According to the published reports of Ahvaz municipality, this metropolis has more than 13 slum neighborhoods with a population of about 350 thousand people. Despite the relative improvement of the conditions of these areas in the past decades, many residents of these areas still do not have suitable jobs and have faced difficulties in meeting some of their basic needs, and the help of individuals or charitable organizations has not been able to help them. Please solve this problem. The purpose of the current research is to examine the obstacles to the activities of charities and non-governmental organizations in these areas and to provide a solution for the evolution of charitable donations. Keeping in mind the principle that the use of theoretical literature in the qualitative approach is considered in the stage after the emergence of categories grounded theory method of Glazer's approach was used to collect data and provide a solution. In this regard, by using the theoretical sampling method, the beneficiaries were selected and interviewed, and several meetings were held with 16 of these participants in order to collect data. Weakness of intra-regional social capital, institutionalized job instability, feeling of multi-dimensional poverty, unsystematic charity work, and the combination of challenges of marginalized neighborhoods are the most important emerging categories. The results show that the size, volume, and distribution of charitable donations are insufficient to help the marginalized neighborhoods of the city of Ahvaz in crisis, and comprehensive support is necessary in this field.

The field of health as an indicator is the axis and goal of the development of the society and without it, sustainable development will not be possible. In addition, health is a multidimensional concept that is influenced by various factors such as socio-economic environment, physical environment, and lifestyle. Nowadays, providing financial resources is one of the most important concerns of health sector managers. Health services are one of the most expensive services in demand in any society (Banke-Thomas et al., 2021); in such a way that a lot of financial pressure is brought on the government to finance, produce resources, and provide health services. Different studies have pointed out that the financial resources needed by the health sector are provided in different ways such as taxes, social insurance payments, direct payments, and charitable institutions (Carnut et al., 2020; Nekui Moghadam et al., 2012). Health organizations are formed to maintain and promote public health. Therefore, optimal management of the health system will be possible along with social development. This research was investigated at a limited level from the point of view of employees working at Isfahan University of Medical Sciences. Therefore, caution should be taken when generalizing the research results. Another limitation of the research is the cross-sectional nature of the research.

The current research is a qualitative approach that describes the understanding of pre-reflection experiences (Petrich et al., 2013). As mentioned, the research technique was a semi-structured interview, which was evaluated by two experts to check and validate the questions. The statistical population included employees working at Isfahan University of Medical Sciences, who were selected in two sections. First, in the qualitative section, interviews were conducted with 5 employees to determine what factors are effective on people's participation in the management of the health system. After collecting information, then in the quantitative section, quantitative data was analyzed using the opinions of 30 employees of Isfahan University of Medical Sciences using the hierarchical process method.

The results of the ranking software showed that the structural barriers to people's participation in the health system, the management challenges of the health system, and the foundational factors affecting the management of the health system are the first to third priorities in the general barriers to public participation with a weight of 0.158, 134%, and 128%, respectively.

The issues of health-related issues by celebrities, creating a comprehensive database for charities, lack of knowledge or information about public participation, creating a suitable platform for philanthropic cooperation and active participation in the field of health, respectively with a final weight of 33%, 31%, 30%, 29%, and 28% had priorities from one to five. People's participation is one of the main strategies to ensure, maintain, and promote the health of society in achieving universal health coverage, during which the stakeholders play an influential role in the management process of the health system and in choosing solutions or implementing them. Therefore, it is necessary to remove the barriers to participation so that in this way it is possible to improve the services and as a result, increase the quality and satisfaction of the people, strengthen the relationship between the people and the government, help the efficiency of the services and the possibility of providing services in the deprived areas and strata of the society (Janbazi, 2012).

Internet 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.

The 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.

The 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.

Charitable activity has long been favored by different sections of society and provides a suitable ground for women's participation in society. Some historical periods, such as the Safavid period, were the peak of women's activity in this field, and one of its results was the solution to many social challenges. But with time, this growth in women's voluntary charitable participation has been stopped or very slow, which has provided the basis for society not benefiting from this powerful potential. Meanwhile, the global approach to this issue shows its expansion in different countries; As a result, it seems necessary to analyze the understanding and perception of social activists about the factors that contribute to the promotion of this issue. In this article, an attempt is made to answer these questions: What factors contribute to the increase of women's participation in voluntary charitable activities? What are the solutions to increase the presence of women as half of the existing and actual social potential that can be the basis of fundamental changes in society in this field?

To investigate the understanding and perception of social activists (and not only women) regarding women's charitable activities in Iran, an interview was conducted with 30 women and men from Isfahan city in the age range of 17-54 years and education degree from high school to doctorate. The interviewees were selected from both sexes so that the difference of views in terms of gender was also investigated. This interview is semi-structured and its analysis is done through the thematic analysis method (primary and secondary coding, conceptual order, analysis of results) and compiling the network of themes. To increase the reliability, the codes were entered into Macq da2018 software and the results of research and analysis were examined.The interviewees were selected through targeted sampling according to the qualitative method. To increase the credibility of the research, it has been tried to conduct research from different ages, considering the generational changes in different decades. Also, according to Inglehart's theory about the effect of education level on charitable activities, the level of education from high school to doctorate was considered to take into account the opinions of different educational levels. After each interview, analysis, and coding were done, and after 26 interviews, we reached theoretical saturation, but to ensure that, 4 more interviews were also conducted.

Based on the results of the research, 4 main categories under the title of formation platform, interveners, type of activity, and solutions were extracted as effective factors in women's charitable participation, the lack of which is one of the obstacles to promoting women's voluntary participation.

 Regarding the formation platform category, effective factors on women's charitable participation were extracted into two categories of selective codes: common factors and specific factors. Common factors are factors that are similar between women and men and gender differences are not very effective in them, which are in two parts of the core codes: 1-A human-natural factors, and 1-B religious factors, and 2- special factors that are influenced by the characteristics of Gender. Gender difference was not involved in people's innate tendency to do good deeds, and the nature of humans is the factor of tendency towards these activities and provides the ground for doing them in a way that can be seen in the results of the upcoming research; In other words, philanthropy is a special form of love that is rooted in human nature and manifests voluntarily and with the awareness of a human being towards another human being. Among the other factors that were very effective in carrying out charitable activities from the perspective of the interviewees were religious factors and motivations, which were defined under the influence of religious upbringing and norms. This issue originates from the dependence of attitudes on value. In the section on special factors that are based on the effect of gender differences, the results of the research indicate that the innate talent of most women in this field was considered and they expressed the female gender background as very susceptible and a positive factor in doing good work. They stated factors such as genetic conditions, feelings, maternal emotions, more free time, and less concern than men, among the factors affected by gender affecting charitable activities. Another category that is influential in the context of the formation of conditions is the level of familiarity with charitable activities, which is placed under the headings of general-specific familiarity made by the researcher. General awareness means that a person is not completely alien to the activities at the beginning and has a relative understanding of these activities, but special awareness refers to a deep and specialized understanding of these activities. The results of the research confirm that there is almost no one who lacks any kind of awareness and familiarity about performing charitable activities and the need for it, and this refers to the cultural and educational contexts of the society, religious contexts, and orders of the Qur'an and religious elders. The higher the level of familiarity goes from general awareness to specific familiarity, the higher the level of participation and the more effective it is in the process of expanding the platform for the formation of voluntary contributions. Based on the results of the research, women's awareness of charitable activities and related matters was general, and the knowledge of expertise in Iran was low and the need to improve it was evident. In the category of effective factors in women's voluntary charitable activities, they are classified into two categories: A- way of getting to know each other and B- social trust. The way and type of women's familiarity with charitable affairs is one of the effective interventions on the amount of charitable activities of women. Doing these things, which are considered among the most valuable things in society, is the duty of all the educational forces of the society, i.e. family, school, media, and various social institutions. According to the results of the research, almost one-third of the activists expressed their familiarity with the good atmosphere through the media, especially television and social networks. Regarding the impact of the media as the highest level of effectiveness in getting to know women, almost half of the interviewees stated that the impact of the national media was positive and one-third stated that it was insufficient and lacking and weak in this area. The interviewees also mentioned the impact of social networks in increasing women's participation in these matters. Those in favor of the positive effect of television pointed to special programs such as Honeymoon or Khandwaneh in the past years in promoting good deeds and also pointed to the effect of special days of the year such as Muharram and Safar and especially Ramadan. The family is one of the other institutions that influence the participation of good in people, especially girls. The family, in the role of the first and one of the most important social institutions, affects the personality of people (children) in adulthood, and theorists in the field of family sociology, confirming this, believe that the first social institution that is responsible for internalizing or institutionalizing values and norms is the family institution. This is especially seen in the case of girls spending a long time in the family environment. The charitable activity of women and girls is also one such valuable affair, whose basic foundation is provided and institutionalized by the family in many cases directly and indirectly. According to the results of the research, one-fifth of the activists in question had been introduced to charity by their family and had often seen this type of activity from their father or mother. The result of the research is evident. The topic of social trust in charitable contributions is a common concept and being male or female did not have much effect on it. According to the results of the research, functional or thematic trust is more popular among activists, and more than half of the interviewees were inclined to benevolent voluntary activities in official organizations and charities. This is related to the issue of people's capital and social trust in official institutions and shows the level of social trust. On the other hand, some interviewees stated that they did not trust official organizations and were willing to do charitable activities as individuals or informal organizations. They expressed reasons for not trusting these organizations as corruption of these organizations, waste of money, lack of transparency, and lack of accountability of these organizations.