Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/60320
Título: | Corporate propensity for long-term donations to non-profit organisations: an exploratory study in Portugal |
Autor(es): | Casais, Beatriz Santos, Sara |
Palavras-chave: | Business-third sector partnerships Corporate donations Fundraising Long-term donations NGO sustainability Non-profit marketing |
Data: | 2019 |
Editora: | Multidisciplinary Digital Publishing Institute |
Revista: | Social Sciences (MDPI) |
Resumo(s): | The motivations for individual and corporate donations to non-profit organisations (NPOs) have been vastly researched. However, companies tend to diversify their donations towards different institutions, hindering the development of substantial and continuous social interventions by charities. Considering the importance of regular support to guarantee NPOs’ sustainability, this study analyses the corporate motivations and the conditions that might favour their propensity for long-term donations. Researchers have conducted twenty semistructured interviews in companies with social responsibility policies and concluded that motivations to donate goes beyond visibility or recognition the donation might bring to the business. Interviewees highlighted the sense of altruism and the perceived importance of their donation for the well-being of people the institutions are supporting. However, managers admitted they diversify their partnerships rather than donate regularly to the same institution and consider that a relationship and proactive marketing approach by NPOs would be a key point to activate long-term donations. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/60320 |
DOI: | 10.3390/socsci8010002 |
ISSN: | 2076-0760 |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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socsci-08-00002-v2.pdf | 268,17 kB | Adobe PDF | Ver/Abrir |
Este trabalho está licenciado sob uma Licença Creative Commons