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

Authors

John Cantrell, University of WollongongFollow
Elias Kyriazis, University of WollongongFollow
Gary I. Noble, University of WollongongFollow
Jennifer Ann Algie, University of WollongongFollow

RIS ID

25076

Publication Details

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.

Abstract

Increasingly, nonprofit organizations' (NPOs) requests for assistance to large organizations are subject to formal processesand are being scrutinized more rigorously in terms of how they fit withthe firm's corporate social responsibility (CSR) policy and thesatisfaction of stakeholder needs. This screening and evaluationprocess is often performed by the corporate giving manager and wesuggest stakeholder-agency theory is the most appropriate theoreticallens to capture the pressures and influences of stakeholders oncorporate giving managers and their decision making processes.NPOs, which best market the benefits of a corporate giving relationshipin terms of how they satisfy stakeholder concerns, maysignificantly improve their chances of success. Several researchdirections are identified for future investigation.