Increasingly, nonprofit organizations¿ (NPOs) requests
for assistance to large organizations are subject to formal processes
and are being scrutinized more rigorously in terms of how they fit with
the firm¿s corporate social responsibility (CSR) policy and the
satisfaction of stakeholder needs. This screening and evaluation
process is often performed by the corporate giving manager and we
suggest stakeholder-agency theory is the most appropriate theoretical
lens to capture the pressures and influences of stakeholders on
corporate giving managers and their decision making processes.
NPOs, which best market the benefits of a corporate giving relationship
in terms of how they satisfy stakeholder concerns, may
significantly improve their chances of success. Several research
directions are identified for future investigation.