ABSTRACT

Not-for-profit organizations (NPOs) depend heavily on external resources to sustain their operations and program delivery. Their financial sustainability depends on their ability to attract donors’ resources, which is a challenging task in the resource-scarce external environment. Our study investigates the impact of two strategic orientations – market orientation and internal market orientation – on the success of NPOs at attracting resources. Based on survey data gathered from 360 NPOs having field operations in India in the space of environment, livelihoods, and natural resource management, and using the Partial Least Square based Structural Equation Modeling (PLS-SEM) method, we find that market orientation and staff retention predict resource attraction by NPOs. Internal market orientation has an indirect impact on resource attraction through staff retention. The study also finds that bigger NPOs attract more resources than smaller ones.

摘要

非营利组织 (NPO) 严重依赖外部资源来维持其运营和项目交付。它们的财务可持续性取决于它们吸引捐助者资源的能力，这在资源稀缺的外部环境中是一项具有挑战性的任务。我们的研究调查了两种战略导向——市场导向和内部市场导向——对非营利组织成功吸引资源的影响。根据从 360 家在印度开展环境、生计和自然资源管理领域业务的 NPO 收集的调查数据，并使用基于偏最小二乘的结构方程模型 (PLS-SEM) 方法，我们发现市场导向和员工保留预测 NPO 对资源的吸引力。内部市场导向通过员工保留对资源吸引具有间接影响。该研究还发现，较大的 NPO 比较小的 NPO 吸引更多的资源。