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Soc. Sci. 2019, 8(1), 2; https://doi.org/10.3390/socsci8010002

Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal

1,2,3,*
and
4,5
1
School of Economics and Management, Campus de Gualtar, University of Minho, 4710-057 Braga, Portugal
2
Polytechnic Institute of Cávado and Ave, 4750-810 Vila Frescainha (São Martinho), Portugal
3
IPAM Porto, 4100-320 Porto, Portugal
4
AIREV, 4815-652 Vizela, Portugal
5
School of Technology and Management, Polytechnic Institute of Porto, 4200-465 Porto, Portugal
*
Author to whom correspondence should be addressed.
Received: 5 November 2018 / Revised: 19 December 2018 / Accepted: 20 December 2018 / Published: 23 December 2018
(This article belongs to the Special Issue Marketing in Nonprofit Organizations)
Full-Text   |   PDF [268 KB, uploaded 24 December 2018]

Abstract

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. View Full-Text
Keywords: NGO sustainability; corporate donations; fundraising; long-term donations; non-profit marketing; business–third sector partnerships NGO sustainability; corporate donations; fundraising; long-term donations; non-profit marketing; business–third sector partnerships
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Casais, B.; Santos, S. Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal. Soc. Sci. 2019, 8, 2.

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