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| Author: | Useem, M. |
| Title: | Market and institutional factors in corporate contributions. |
| Journal: | California Management Review
1988 : WINTER, VOL. 30:2, p. 77-88 |
| Index terms: | MARKET STRUCTURE BUSINESS GIFTS NON-PROFIT ORGANIZATIONS |
| Language: | eng |
| Abstract: | Corporate gifts to nonprofit organizations are examined. Market and institutional factors are differentiated for further analysis. Among the leading market factors are a firm's pre-tax earnings, advertising and customer relations, and community and national reputation. Among the main institutional factors are a company's size, program professionalization, senior management commitment, local and national business attitudes toward giving, sectoral concentration, and company reorganization. The blend of factors in corporate giving suggests that appeals - whether from an outside group to a company or from a contributions manager to a chief executive - must be responsive to both market and institutional concerns. |
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