Trends in Corporate Philanthropy and How Nonprofits Can Better Position Themselves: A Case Study of YMCA Organizations
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Date
2014-06
Authors
Prull, Autumn R.
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This thesis aims to provide a better understanding of current trends in corporate
philanthropy and the effects they have on the nonprofit sector. Secondary research
indicates corporate philanthropic spending in the United States has increased, becoming
more focused and aligned with corporate missions and objectives, ultimately reducing
the total number of beneficiaries. Given this consolidation, certain nonprofits are often
receiving larger amounts of philanthropic monies. Secondary research also shows that
corporations are becoming increasingly focused on measuring the societal impact of
their philanthropic efforts.
To clearly identify the impact of these trends, a case study involving Young
Men's Christian Association (YMCA) organizations (hereafter referred to as 'theY' or
'Y organizations') along the West Coast of the United States was conducted. The Y' s
mission is to support and facilitate youth development, healthy living and social
responsibility throughout communities across the country. The fundamental goal of this
case study was to answer the following questions: Are Y organizations taking advantage
of this new corporate funding opportunity? If not, given the Y's potential to secure corporate funding based on mission alignment with various corporations, how can they
better position themselves to secure corporate funds?
The case study responses indicate that these Y organizations currently rely little,
if any, on corporate funds as a key source of operating revenue. Despite this, they also
reported they do in fact wish to acquire more corporate support. To further address the
issue and determine the capabilities needed to acquire more corporate support, this
thesis takes a deeper look into the staff resources and expertise, management structure
and current funding mix of these Y organizations.
Description
96 pages. A thesis presented to the Department of Business Administration and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Science, Spring 2014.
Keywords
YMCA, Philanthropy, Nonprofit funding, Corporate social responsibility, Responsibility reporting, Nonprofit donors