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

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Journal of Nonprofit and Public Sector Marketing, ISSN: 1049-5142, Vol: 20, Issue: 2, Page: 191-212

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John Cantrell ; Elias Kyriazis ; Gary Noble ; Jennifer Algie
Informa UK Limited; by The Haworth Press. All rights reserved.
Business, Management and Accounting; Towards; NPOs; deeper; understanding; corporate; giving; manager; role; meeting; salient; stakeholders; needs; Business; Social and Behavioral Sciences
article description
Increasingly, nonprofit organizations' (NPOs) requests for assistance to large organizations are subject to formal processes and are being scrutinized more rigorously in terms of how they fit with the firm's corporate social responsibility (CSR) policy and the satisfaction of stakeholder needs. This screening and evaluation process is often performed by the corporate giving manager and we suggest stakeholder-agency theory is the most appropriate theoretical lens to capture the pressures and influences of stakeholders on corporate giving managers and their decision making processes. NPOs, which best market the benefits of a corporate giving relationship in terms of how they satisfy stakeholder concerns, may significantly improve their chances of success. Several research directions are identified for future investigation. © 2008 by The Haworth Press.