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Towards NPOs deeper understanding of the corporate giving manager's role in meeting salient stakeholders needs

Journal Article


Abstract


  • 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.

Publication Date


  • 2008

Citation


  • Cantrell, J., Kyriazis, E., Noble, G. I. & Algie, J. (2008). Towards NPOs deeper understanding of the corporate giving manager's role in meeting salient stakeholders needs. Journal of Nonprofit and Public Sector Marketing, 20 (2), 191-212.

Scopus Eid


  • 2-s2.0-70849130715

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2268

Number Of Pages


  • 21

Start Page


  • 191

End Page


  • 212

Volume


  • 20

Issue


  • 2

Abstract


  • 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.

Publication Date


  • 2008

Citation


  • Cantrell, J., Kyriazis, E., Noble, G. I. & Algie, J. (2008). Towards NPOs deeper understanding of the corporate giving manager's role in meeting salient stakeholders needs. Journal of Nonprofit and Public Sector Marketing, 20 (2), 191-212.

Scopus Eid


  • 2-s2.0-70849130715

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2268

Number Of Pages


  • 21

Start Page


  • 191

End Page


  • 212

Volume


  • 20

Issue


  • 2