Nonprofits increasingly feel compelled to launch earned-income ventures – not only to appear more disciplined and businesslike to stakeholders but also to reduce their reliance on fundraising. There’s plenty of hype about the value of earned-income ventures in the nonprofit world, but such projects account for only a small share of funding in most nonprofit domains, and few of the ventures make money. Moreover, when the authors examined how nonprofits evaluate potential enterprises, they discovered a pattern of unwarranted optimism. The potential financial returns are often exaggerated, and the challenges of running a successful business are routinely discounted. But the biggest downside of such ventures is that they can distract nonprofits’ managers from their core social missions and, in some cases, even subvert those missions. Earned-income ventures do have a role in the nonprofit sector, but unrealistic expectations are distorting managers’ decisions, wasting precious resources, and leaving important social needs unmet.
Toepler, Stefan, “Caveat Venditor? Museum Merchandising, Nonprofit Commercialization, and the Case of the Metropolitan Museum in New York,” Voluntas, 2006-06, Vol. 17, Issue 2
This paper reviews some of the underpinnings of the current commercialization debate in the nonprofit sector, based on an analysis of Metropolitan Museum of Art data from 1960 to 2002. The case suggests at least two avenues for additional research: First, while analysts tend to see the origins of the commercialization phenomenon in the fiscal setbacks of the 1980s, the economic crisis of the 1970s and the resulting erosion of endowment funds may also have been an as of yet unexplored driving force behind the commercialization trend. Second, current conceptual frameworks of the phenomenon adequately explain the motivations behind the observable rise of the museum’s commercial activities. However, the changing rationales as well as economic fortunes of commercial activities in this case highlight the need for a better understanding of the long-term effects and consequences of commercial activity by nonprofit organizations, particularly in light of the current push for increased entrepreneurialism.
Robinson, Andy, (2002) “Selling social change (without selling out): earned income strategies for nonprofits”, San Francisco: Jossey-Bass