“It’s a delicate dance”: understanding CSR relationships from the nonprofit perspective
Abstract
Purpose
The purpose of this paper is to examine corporate social responsibility (CSR) partnerships from the often-overlooked perspective of nonprofit beneficiaries, situated in the rapidly evolving higher education funding environment.
Design/methodology/approach
In-depth interviews with corporate relations officers from public research universities across the USA were conducted. Qualitative coding procedures from Lindlof and Taylor (2019) were employed to analyze transcript data.
Findings
Three main factors have contributed to a rapidly evolving climate for corporate partnerships: CSR partnerships help universities build their reputations rather than endowments; feature new preferences in communication-based stewardship practices; and raise questions about university autonomy and authority.
Research limitations/implications
New interpretations of interdependent relationships and stewardship may be needed to explain new corporate funding models, while threats to nonprofit organizational authority and autonomy may be growing.
Practical implications
Nonprofit practitioners may better understand how to position their organizations as more attractive to corporations while learning how to advocate for mutual benefits. They may also benefit from a new understanding of corporate stewardship.
Originality/value
While previous research has documented detrimental effects to nonprofits in CSR partnerships, higher education fundraisers in this study detail their struggles with new models of measuring success, new expectations for stewarding corporate partners and perceived threats to autonomy. Their voices add to a fuller understanding of rapidly evolving relationship management practices in higher education.
Keywords
Acknowledgements
This study was supported by a grant from the Arthur W. Page Center for Integrity in Public Communication. The author would like to thank Dr Denise Bortree, Dr Brooke Weberling McKeever and anonymous reviewers for their feedback on earlier versions of this manuscript. Thanks also to Dr McKeever for the paper’s title suggestion.
Citation
Harrison, V. (2019), "“It’s a delicate dance”: understanding CSR relationships from the nonprofit perspective", Journal of Communication Management, Vol. 23 No. 2, pp. 142-158. https://doi.org/10.1108/JCOM-10-2018-0100
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited