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

Beatriz Casais and Sara Santos
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Beatriz Casais: School of Economics and Management, Campus de Gualtar, University of Minho, 4710-057 Braga, Portugal
Sara Santos: AIREV, 4815-652 Vizela, Portugal

Social Sciences, 2018, vol. 8, issue 1, 1-10

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.

Keywords: NGO sustainability; corporate donations; fundraising; long-term donations; non-profit marketing; business–third sector partnerships (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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