Trends in Corporate Philanthropy and How Nonprofits Can Better Position Themselves: A Case Study of YMCA Organizations
Prull, Autumn R.
MetadataShow full item record
Prull, Autumn R.
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.