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A Conceptual Model of the Factors Affecting the Choice of Nonprofit Organisation by Large Corporations in Australia

Conference Paper


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Abstract


  • This paper develops a new conceptualisation of corporate giving which advances our

    knowledge in the field of nonprofit marketing through the development of a model which

    assists in identifying the drivers of corporate giving in Australia. Existing conceptualisations

    are limited in that the commercial realities of corporate life and the pressures that many

    organizations face in achieving concrete outcomes from their giving behaviour have not been

    properly reflected in research results. In an environment of increased competition amongst

    nonprofits for donations in terms of money, resources, and volunteers the better understanding

    of how and why corporations give will enable nonprofit organisations to better position

    themselves in communicating with corporations, targeting requests and competing for

    corporate giving. Using the extant literature and evidence from qualitative interviews

    conducted with giving managers of eight large organisations operating in Australia (not just

    Australian owned organisations) we develop a conceptual model of the managerial

    interpretation and actualisation of corporate policy which incorporates our finding that

    organisations chose and support their NPOs differently primarily based on how giving

    managers classify the "value" of the NPO relationship. As a key decision maker or influencer

    in the choice and support ofNPOs the individual giving managers role is explicitly included

    in our model. This paper adds a further dimension to the literature and an increased

    understanding of the giving by large corporations to nonprofit organisations.

Publication Date


  • 2006

Citation


  • Cantrell, J., Kyriazis, E., Noble, G. I. & Algie, J. (2006). A Conceptual Model of the Factors Affecting the Choice of Nonprofit Organisation by Large Corporations in Australia. Australasian Nonprofit and Social Marketing (ANSM) Conference Newcastle: University of Newcastle.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1966&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/917

Place Of Publication


  • Newcastle

Abstract


  • This paper develops a new conceptualisation of corporate giving which advances our

    knowledge in the field of nonprofit marketing through the development of a model which

    assists in identifying the drivers of corporate giving in Australia. Existing conceptualisations

    are limited in that the commercial realities of corporate life and the pressures that many

    organizations face in achieving concrete outcomes from their giving behaviour have not been

    properly reflected in research results. In an environment of increased competition amongst

    nonprofits for donations in terms of money, resources, and volunteers the better understanding

    of how and why corporations give will enable nonprofit organisations to better position

    themselves in communicating with corporations, targeting requests and competing for

    corporate giving. Using the extant literature and evidence from qualitative interviews

    conducted with giving managers of eight large organisations operating in Australia (not just

    Australian owned organisations) we develop a conceptual model of the managerial

    interpretation and actualisation of corporate policy which incorporates our finding that

    organisations chose and support their NPOs differently primarily based on how giving

    managers classify the "value" of the NPO relationship. As a key decision maker or influencer

    in the choice and support ofNPOs the individual giving managers role is explicitly included

    in our model. This paper adds a further dimension to the literature and an increased

    understanding of the giving by large corporations to nonprofit organisations.

Publication Date


  • 2006

Citation


  • Cantrell, J., Kyriazis, E., Noble, G. I. & Algie, J. (2006). A Conceptual Model of the Factors Affecting the Choice of Nonprofit Organisation by Large Corporations in Australia. Australasian Nonprofit and Social Marketing (ANSM) Conference Newcastle: University of Newcastle.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1966&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/917

Place Of Publication


  • Newcastle