How Nonprofit Organizations Could Assure Their Survival and Even Their Growth By Understanding Their Stakeholders?

Résumé du document

Currently most of the world's population lives in democratic societies and market-based economies. However too many people are still confronting high levels of inequality, insecurity and uncertainty. The third sector, the voluntary sector or more generally the Nonprofit sector, defined as the "sector is the contested arena between the state and the market where public and private concerns meet and where individual and social efforts are united" (Frumkin, 2002), actually strives to alleviate these situations throughout the world. To achieve their missions, nonprofit organizations need human resources, financial resource and legitimacy that they have to collect outside their organization. Nonprofit organizations are opened systems because they cannot produce their necessary resources internally and have to mobilize resources from other organizations to assure their survival. Hence organizations become dependent on and begin to deal with external organizations and individuals which constitute their task environment and their network of interdependencies. All these interdependencies involve a power relationship that creates uncertainties. In order to reduce these uncertainties, organizations try to manage efficiently their relationship with their environment. With this paper we will try to explore how nonprofit organizations may assure their survival and even their growth by understanding their stakeholders in order to create an appropriate relationship that will allow them to obtain their necessary resources.

Extraits

[...] Usually, an initial interview with the volunteer allows identifying the category the volunteer belongs to and helps nonprofit managers to retain them. Efficient marketing to attract and retains volunteers Although volunteers represent a diverse group, active in a wide range of contexts Wymer (1997) suggests that homogenous subgroups of volunteers can be segmented to apply relevant marketing technique to a chosen target group. The key to an organization's success in recruiting its volunteers is to have an understanding of the motives of its target segment. The level of educational attainment is considered to be particularly relevant criteria. [...]

[...] 35; pg. 205-227 Mathur, A. Older Adults' Motivations for Gift Giving to Charitable Organizations: An Exchange theory perspective, Psychology & Marketing (1986- 1998); Jan 1996; pg Nichols, G. and King, L. (1999) Redefining the recruitment niche for the Guide Association in the UK, Leisure Sciences, Vol No pp. 307–320. Padanyi, P. and Gainer B. Peer reputation in the nonprofit sector: Its role in nonprofit sector management, Corporate Reputation Review. London: Fall 2003. [...]

[...] How Nonprofit Organizations Could Assure Their Survival and Even Their Growth By Understanding Their Stakeholders? Introduction Currently most of the world's population lives in democratic societies and market-based economies. However too many people are still confronting to high levels of inequality, insecurity and uncertainty. The third sector, voluntary sector or more generally the Nonprofit sector, defined as the ] sector is the contested arena between the state and the market where public and private concerns meet and where individual and social efforts are united” (Frumkin, 2002) actually strives to alleviate these situations throughout the world. [...]

[...] E. The marketing Of Altruistic Causes: Understanding Why People help, The Journal of Consumer Marketing; Winter 1989 pg. 19-30 Heifetz, R.A., Kania, J.V. and Kramer, M.R. “Leading boldly”, Stanford Social Innovation. Review, Vol No pp. 20- Jung, K., Moon M. J. The Double-Edged Sword of Public-Resource Dependence: The Impact of Public Resources on Autonomy and Legitimacy in Korean Cultural Nonprofit Organizations, Policy Studies Journal, May 2007. Vol. [...]

[...] Managing relations with the state Currently, many governments resort to nonprofit organizations for public service delivery in exchange of financial resources such as grants, contracts, and subsidies. But through this closer relationship they become more interdependent in many ways (Jung, K., Moon M. 2008). First of all, public funding helps organizations to achieving financial stability and improving organizational capacity. Then, gaining trust from a public agency increase institutional credibility for their status and programs, for sustained growth and improve the organization's reputation and institutional legitimacy. [...]