Strategic corporate philanthropic relationships: Nonprofits’ perceptions of benefits and corporate motives |
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| Authors: | Gregory G. Rumsey Candace White |
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| Affiliation: | aSchool of Journalism and Communication, Southern Adventist University, Collegedale, TN 37315, United States;bSchool of Advertising & Public Relations, University of Tennessee, Knoxville, TN 37996, United States |
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| Abstract: | This study examines corporate philanthropy, a component of corporate social responsibility, from the perspective of nonprofit managers engaged in strategic philanthropic relationships. Using a grounded theory approach, the study found nonprofits perceive multiple corporate motives, with blends of altruism and self-interest. In the most strategic alliances, relationships were characterized as interdependent and benefits were viewed as equal. |
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| Keywords: | Corporate social responsibility Corporate philanthropy Nonprofit public relations |
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