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

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  • Beatriz Casais

    (School of Economics and Management, Campus de Gualtar, University of Minho, 4710-057 Braga, Portugal
    Polytechnic Institute of Cávado and Ave, 4750-810 Vila Frescainha (São Martinho), Portugal
    IPAM Porto, 4100-320 Porto, Portugal)

  • Sara Santos

    (AIREV, 4815-652 Vizela, Portugal
    School of Technology and Management, Polytechnic Institute of Porto, 4200-465 Porto, Portugal)

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.

Suggested Citation

  • Beatriz Casais & Sara Santos, 2018. "Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal," Social Sciences, MDPI, vol. 8(1), pages 1-10, December.
    • Handle: RePEc:gam:jscscx:v:8:y:2018:i:1:p:2-:d:192746
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    References listed on IDEAS

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    1. Nur Hayati Ab Samad & Nurul Iffah Ghazali & Rohmawati Kusumaningtias & Rediyanto Putra, 2024. "Governance of Non-Profit Organizations in Developing Countries: Malaysia and Indonesia," Accounting and Finance Research, Sciedu Press, vol. 13(2), pages 1-98, May.
    2. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    3. Walter Wymer & Omneya Mokhtar Yacout, 2024. "Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(4), pages 817-839, December.

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