Should A Non-Profit Accept Corporate Sponsorship?
November 13, 2012 Leave a comment
It depends on the fundraising paradigm in the strategic plan:
While prior research suggests that corporate sponsorship can positively affect consumers’ perceptions of sponsors, little research to date has investigated the impact of such sponsorships on an individual’s willingness to support nonprofits. This paper investigates the psychological processes that underlie whether and how corporate sponsorship impacts an individual’s willingness to support nonprofit organizations and suggests that unintended negative outcomes may emerge. Specifically, results from five studies suggest that exposure to sponsorship information can reduce prospective donors’ willingness to support a nonprofit because people believe their individual contributions will matter less. In addition, this research identifies a potential mechanism (i.e., donor-company identification) that can mitigate these negative effects.