Interorganizational network portfolios of nonprofit organizations: Implications for collaboration management

Increasingly, nonprofit organizations engage in interorganizational collaboration to address large‐scale social problems. Scholarship typically focuses on the characteristics of both within‐sector and cross‐sector partnerships of two collaborating organizations or all partnering organizations involved in a collaboration, but we know little about the patterns of interorganizational relationships that single nonprofit organizations maintain. This research draws upon surveys from 452 nonprofits and introduces nonprofit network portfolios, which we define as the number, integration, intensity, and duration of relationships that nonprofits purposefully develop with other organizations. Using 12 network measures, Ward cluster analysis revealed three distinct network portfolios: restricted within‐sector (n = 319, 70.58%), which included limited collaboration and prioritized within‐sector partnerships; robust within‐sector (n = 80, 17.70%), which included more nonprofit partnerships than restricted within‐sector portfolios; and cross‐sector (n = 53, 11.72%), which had a rich assemblage of integrative partnerships with nonprofits, businesses, and government agencies. Further, nonprofits that maintained each type of portfolio differed in their revenue and social mission, suggesting these factors are related to the types of collaboration that nonprofits maintain. This study makes contributions to existing research on interorganizational networks and cross‐sector collaboration and suggests practical and policy implications for nonprofit network management.     

Understanding how corporate social responsibility partnership factors influence nonprofit supportive intentions

Public relations literature on corporate social responsibility (CSR) has long detailed the impact of CSR outcomes for corporations. This study seeks to understand how CSR influences the nonprofit partners involved in these initiatives and what types of CSR partnerships lead to nonprofit supportive intentions. This study merges perspectives on organization-public relationships (OPR) with nonprofit management literature. An online 2 (NPO reputation: low vs high) x 2 (partnership duration: short vs. long) x 2 (CSR fit: low vs. high) experiment was conducted. A few key factors emerged in the analysis: Positive nonprofit reputation strongly predicted all OPR outcomes and mission accomplishment. Unexpectedly, the short-duration condition led to more positive outcomes and intentions. Fit did not seem to have a direct effect on outcomes, but the high-fit, short-duration partnership led to increased levels of all outcomes. For mediation, satisfaction and commitment had the strongest indirect effects on nonprofit supportive intentions (donation, volunteer, and word-of-mouth). This study expands the understanding of CSR effects on nonprofit partners, specifically by showing how different CSR partnership types play a role in the relationship-building efforts of nonprofits. Additionally, demonstrating how mission accomplishment can strengthen these relationships helps to disentangle the unique position of nonprofits in CSR, whose reputation and mission are at stake.     

Organizational Culture in Civic Associations in Russia

The organizational culture of nonprofit organizations is affected by the context in which they are embedded. Based on a qualitative study of local civic associations in Novosibirsk, Russia, this article illustrates how nonprofit organizational culture has been shaped by historical and contemporary social and cultural conditions. The fluid situation for civil society in Russia has generated varied organizational culture across nonprofits. Interview data reveal different value orientations, distinct group identities, and different images of the ideal civic association: as a social establishment, as an outlet for self-expression, as a network of experts, or as a social startup. This resulting diversity of organizational culture has implications for the potential for partnerships among nonprofits, between nonprofits and government, between nonprofits and businesses, and also for the organizational survival of nonprofits in this setting.     

Corporate social responsibility communication of Chinese and global corporations in China

This paper explored how leading Chinese and global companies operating in China communicate their corporate social responsibility (CSR) principles and practices to the Chinese stakeholders through a content analysis of these companies’ corporate websites. It was found that companies usually take one of the following three major approaches in their CSR communication: CSR as ad hoc public philanthropy, CSR as strategic philanthropy, and CSR as ethical business practices. Furthermore, this paper examined the effects of country of origin and industry on companies’ CSR communication and found that whether companies are targeting at businesses or consumers has a bigger impact on their CSR communication than whether they are Chinese or global. Finally, despite a tendency towards convergence, Chinese and global companies still present their CSR principles and practices differently because of their different relations with major Chinese and global stakeholders.     

Convergence or divergence? A comparative analysis of CSR communication by leading firms in Asia,Europe, and North America

Through the lens of the communicative institutionalism and an extensive content analysis of corporate websites, this study compared corporate social responsibility (CSR) institutional messages by firms across three macro regions. The findings show that Asian firms do not present significant differences in how they expose their orientation to sustainability (i.e. “CSR identity” messages) than Western counterparts. However, Asian firms seem significantly less inclined to engage in CSR messages concerning “organization and management”, messages on “CSR interactivity” and those regarding “CSR as business case” compared with European firms. The difference between Asian and North American firms mostly concerns the former’s less salient use of “business case” messages for CSR. The comparative study sheds light on the pattern of CSR crossvergence across the West and East, reflecting hybridized CSR expressions across forms of CSR institutional messages.     

Cause-related marketing,philanthropy, and the arts

Joint fundraising and promotional programs between businesses and nonprofits, often referred to as cause-related marketing, have been on the rise. During the 1980s, many large corporations initiated cause-related marketing programs. Less is known, however, about how widespread cause-related marketing has become among medium-size companies. In the study of 478 medium-size businesses reported here, one-fifth made contributions to nonprofits as part of cause-related marketing programs, and more were becoming interested, but many of the businesses were dissatisfied with the effect of their contributions to nonprofits. Satisfied business participants actively recommended nonprofits to other business owners and intended to increase their own contributions. The authors provide additional insights on business donor motivation through their application of the Seven Faces framework.     

Operationalizing genuineness in CSR communication for public engagement on social media

Public relations professionals from global corporations have increasingly communicated corporate social responsibility (CSR) practices on social media to engage publics. Yet the link between CSR communication of global corporations, particularly with regard to the dimensions of genuineness exhibited in their communication and public engagement on social media is under-researched in China. This empirical study conceptualized and operationalized the dimensions of genuineness, which encompass providing information about different CSR themes, being responsive to publics, demonstrating empathy, and being consistent in what corporations say and do, and then investigated how global corporations engaged Chinese publics through genuine CSR communication on Sina Weibo. Enhanced public engagement outcomes of comments, likes, and shares were observed for the provision of information about the community involvement and development CSR theme alongside the use of empathy. This study informs public relations scholars and practitioners about the importance of providing information on the CSR theme of community involvement and demonstrating empathy to generate higher public engagement.     

Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India

This study, focusing on the emerging economy context of one of India's largest automotive companies, Tata Motors, analyzes the thematic framing of corporate social responsibility (CSR) and corporate reputation. Five CSR frames are shown: institutionalization, community development, modernization, mainstreaming, and nation-building. Reputation is framed via: heritage, nationbuilding, technological advancement, global footprint, and responsibility. The findings suggest how firms may better align their CSR efforts with regular business, and their larger public relations campaigns with wider social perceptions of their responsibilities.     

Reasons for low levels of interactivity: (Non-) interactive CSR communication in twitter

The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization.     

The role of corporate social responsibility (CSR) and internal CSR communication in predicting employee engagement: Perspectives from the United Arab Emirates (UAE)

This study examined relationships among employees’ perception of CSR, three models of internal CSR communication and employee engagement. The findings, based on 516 valid survey responses from employees across different sectors in the United Arab Emirates, revealed that internal communication of CSR, both one-way and two-way symmetrical, predicted employee perceptions of CSR, with two-way asymmetrical communication being a negative predictor; perceptions of CSR predicted employee engagement; social and sustainable dimensions of CSR most strongly predicted social and affective dimensions of employee engagement; and both two-way symmetrical communication of CSR and employee perceptions of CSR strongly predicted employee engagement. Implications for theory and practice are discussed.     

Mapping networks in corporate social responsibility communication on social media: A new approach to exploring the influence of communication tactics on public responses

Grounded in the networked stakeholder management theory and two-way communication, this study provides a snapshot of networks between companies and publics on Twitter in the context of corporate social responsibility (CSR) communication. Results showed that CSR communication activities (i.e., informing, retweeting, and mentioning) empowered a corporation through centralizing its network position and gaining public support (i.e., emotional, influencer, and knowledge support). In addition, degree centrality mediated the relationship between corporate retweets and stakeholder support and between corporate response and stakeholder support.     

Corporate responsibility in U.S. corporate websites: A pilot study

Corporate social responsibility (CSR) has become an essential component in the management of companies around the globe. Any key strategy used for CSR administration must reflect strong and effective communication channels to show CSR efforts. This study analyzes how the top 50 American profitable corporations from the Fortune 500 of 2009 communicate their CSR initiatives to different stakeholders through their corporate websites. To do this, an evaluation framework has been designed to examine features presented in CSR corporate websites.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Hope for Haiti: An analysis of Facebook and Twitter usage during the earthquake relief efforts

The Haitian earthquake devastated the small island of Hispaniola, leaving thousands dead and billions of dollars in property damage. The earthquake also ignited a firestorm of social media use by organizations. By applying framing theory to the analysis of Facebook posts and tweets sent by nonprofits and media organizations, this study discovered differences between nonprofits and media in terms of social media use. Nonprofits and media organizations used information dissemination and disclosure effectively, but failed to capitalize on the innate two-way communication nature of social media.     

Spatial distance and mobile business social network density

Following the increasing adoption of mobile communication, scholars have shown interest in the role of place on the structure of mobile social networks. The purpose of this study is to investigate the association between spatial distance and the closure and diversity of businesses mobile social networks. We used a database that aggregates actual mobile communication patterns of business users of a large Israeli cell phone company (n?= 16,199). Our findings, among a large sample of businesses, provide support for the place and mobile communication perspective. The results reveal a negative association between spatial distance and mobile business communication networks. As spatial distance between business network members increases, business social ties through mobile communication decreases. Furthermore, the results also revealed a negative association between spatial distance and mobile network density. As the spatial distance between business users increases, the density of the mobile communication network diminishes. Physical proximity promotes the development of dense business networks. The implications of the findings are discussed.     

Communicating Engagement in Corporate Social Responsibility: A Meta-Level Construal of Engagement

Organizations are increasingly seeking stakeholder support through engagement to demonstrate their corporate social responsibility (CSR) credentials. These credentials are, in turn, used to support claims of legitimacy for organizational operations. This article uses a process model of antecedents, implementation, and consequences to study the connection between engagement and CSR. CSR reports show organizations perceive engagement in CSR as both communication and activities between organizations and their stakeholders; and as a second, meta-level of communication about that engagement with stakeholders beyond those directly involved, thereby broadening the scope of organizational claims to legitimacy. Understanding what engagement is and how and why it is carried out in CSR provides a framework for understanding engagement in public relations.     

The quest for legitimacy and the communication of strategic cross-sectoral partnership on Facebook: A big data study

Nowadays, many wicked problems such as environmental issues require organizations from multiple sectors to form cross-sectoral alliances. Cross-sectoral alliance networks can transfer resources and signal affiliations and value alignment between strategic partners. The communication of cross-sectoral alliances is a form of CSR communication that serves organizations’ strategic goals and objectives. Drawing on the literature on digital CSR communication and legitimacy theory, this article examines which legitimacy needs shape the formation of cross-sectoral ties on Facebook in addressing environmental and sustainable development issues in the United States. Combining data-mining, text-mining, social network analysis, and exponential graph modeling, this research investigates the structure of a network among 3071 organizations across multiple sectors. Findings show that organizations’ cross-sectoral tie formation is mainly driven by social legitimacy and alliance legitimacy needs.     

How controversial businesses communicate CSR on Facebook: Insights from the Canadian cannabis industry

This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication on Facebook was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, associations between communication strategies and public engagement on social media (e.g., # of likes, comments, and shares) revealed both opportunities and ethical concerns regarding CSR communication in controversial businesses.     

Perceptions about corporate positioning on controversial sociopolitical issues: Examining big pharma engagement with patient advocacy

There is evidence of the perception that business is not doing enough to address societal problems. As a result, some companies have used corporate activism to demonstrate their support for causes and position themselves on specific issues. These positioning efforts are at the heart of public relations activities with the potential to create changes in socially constructed realities. This research examines the relationships between pharmaceutical companies and patient advocacy, focusing on analyzing companies' engagement in controversial sociopolitical issues. An ethnographic study was conducted for six months — including document analysis, 33 interviews, and participant observation — with a Portuguese patient advocacy group. The CSR domains on thhe websites of seven pharmaceutical companies were also analyzed. Findings suggest that despite financial and technical support, the pharma companies do not publicly engage with the patient advocacy group's main struggles for human rights. Changes in the companies' positioning may improve the perceptions of these stakeholders about their engagement with causes and encourage more robust partnerships toward social change.     

Stakeholder influence,government power,and new opportunities for Chinese Internet companies: A multilevel network analysis of cross-sector networks

In recent decades, Chinese Internet companies have experienced exponential growth. As the Internet industry increasingly commends tremendous financial resources, they also face growing stakeholder expectations for corporate social responsibility (CSR) actions. One way through which Chinese Internet companies conduct CSR is by building cross-sectoral collaborations with nonprofit and nongovernmental organizations (NGOs) and governmental agencies. Aiming to understand Internet companies’ strategic relationship building on CSR issues, the researchers drew from stakeholder influence theory and research on a network approach to stakeholder influence, and applied multilevel network analysis to model three networks related to Chinese Internet companies’ CSR collaborations. Specifically, we found that power and urgency are significant predictors of the structure of Internet companies’ cross-sector CSR alliance network. Organizations affiliated or endorsed by the central Chinese government are the most desirable CSR stakeholders. Additionally, the study also revealed that for Internet companies, devoting their attention to Internet-related social issues could increase their desirability as strategic stakeholders from other sectors and among Internet companies.