Social and Behavioral Sciences Commons^™

A Conceptual Model Of The Factors Affecting The Choice Of Nonprofit Organisation By Large Corporations In Australia, John Cantrell, Elias Kyriazis, Gary I. Noble, Jennifer Algie

Gary Noble

This paper develops a new conceptualisation of corporate giving which advances our knowledge in the field of nonprofit marketing through the development of a model which assists in identifying the drivers of corporate giving in Australia. Existing conceptualisations are limited in that the commercial realities of corporate life and the pressures that many organizations face in achieving concrete outcomes from their giving behaviour have not been properly reflected in research results. In an environment of increased competition amongst nonprofits for donations in terms of money, resources, and volunteers the better understanding of how and why corporations give will enable nonprofit …