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Strategic corporate philanthropic relationships: Nonprofits’ perceptions of benefits and corporate motives☆

by: Gregory G. Rumsey, Candace White
Public Relations Review, Vol. 35, No. 3. (September 2009), pp. 301-303, doi:10.1016/j.pubrev.2009.05.005  Key: citeulike:5323360

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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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