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In-kind donations – peculiarities and challenges of product philanthropy

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  • Sandra Stötzer

    (Johannes Kepler University Linz, Institute of Public and Nonprofit Management)

  • Katharina Kaltenbrunner

    (Paris Lodron University Salzburg, Institute of Business Administration, Strategic Management & Organization)

Abstract

In-kind donations are an essential resource for many nonprofit organizations (NPO). However, their high practical relevance is not yet reflected in the literature on nonprofit marketing and fundraising which still focuses primarily on cash giving. Against this background, we summarize the limited and fragmentary literature on in-kind giving and provide some practical insights. The paper makes several contributions: first, we present an income classification of NPO’s manifold mix of resource sources that includes in-kind donations. Second, a classification of (cash and non-cash) donations categorizes the heterogeneous forms of donations and, in particular, financial surrogates. Third, and based on this typology, we develop a comprehensive definition of in-kind donations as an important step towards conceptualization. Fourth, we outline the specifics of in-kind donations and associated challenges via three case vignettes that illustrate practical experiences of NPO in dealing with product philanthropy. Finally, we give some recommendations for NPO’s in-kind fundraising endeavours and indicate avenues for further research.

Suggested Citation

  • Sandra Stötzer & Katharina Kaltenbrunner, 2024. "In-kind donations – peculiarities and challenges of product philanthropy," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 395-414, June.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:2:d:10.1007_s12208-023-00388-0
    DOI: 10.1007/s12208-023-00388-0
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    References listed on IDEAS

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    1. Karen Tranberg Hansen & Jennifer Le Zotte, 2019. "Changing Secondhand Economies," Business History, Taylor & Francis Journals, vol. 61(1), pages 1-16, January.
    2. Schnurbein, von, 2017. "Finanzierung und Wachstum von Nonprofit-Organisationen," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 71(2), pages 147-164.
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