Institutional theory, culture and value co-creation: how do they stick together in donation?

Klafke, Renata; Urdan, André Torres; Didonet, Simone Regina; Arnold, Maik

doi:10.1007/s12208-021-00275-6

Cited by 2 publications

(4 citation statements)

References 68 publications

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“…This service level describes the institutional environment that guided fundraising service encounters’ value co-creation. People’s motivation to donate is permeated from a social construction coordinated by different institutions that guide individuals’ actions in society (Klafke et al , 2021). Three institutions were identified as influencing both NPOs’ and donors’ actions: religious, political and child-rearing.…”

Section: Case Study Resultsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Recent studies have used the S-D logic to understand donations (Klafke et al , 2019; Klafke et al , 2021). According to these studies, donation is a value co-creation practice involving the integration of actors’ different operand and operant resources, influenced by institutions and culture (Klafke et al , 2019; Klafke et al , 2021). NPOs can cooperate to institutionalize a donation culture where they can offer better value propositions to compete for donations (Klafke et al , 2019), which are materialized in the fundraising action.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…First, our findings reveal that religious, political and child-rearing institutions integrate into citizenship ideals that permeate both NPOs’ and donors’ attitudes and behaviors. Although some studies have identified the existence of a macro-environment composed of external institutions that guide donations (Klafke et al , 2021; Van Steenburg et al , 2022), none has dedicated themselves to the understanding of how these institutions work together for fundraising. Second, our findings indicate five types of fundraising interactions (emotional, religious, political, influencer and empathetic) in which NPOs and donors pool their resources to co-create value.…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

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Service encounter and value co-creation in fundraising activities at the NPO sector

Klafke

Barrios

Didonet

2023

JSM

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Purpose Fundraising plays a critical role in the success of non-profit organizations (hereafter NPOs). This study aims to propose to analyze fundraising from a service-dominant logic, specifically from a service ecosystem approach, to understand the different entities and interactions involved in this activity, as well as the types of value that emerge from them. Design/methodology/approach A cross-case study was developed using three health-care Brazilian NPOs. Data collection methods were performed to build each case, including observation of NPOs’ telemarketing staff interaction with donors and long interviews with their marketing managers. Data analysis involved applying the service ecosystem framework to each NPO and contrasting them. Findings First, the findings revealed the way in which religious, political and child-rearing institutions integrate into citizenship ideals that permeate both NPOs’ and donors’ attitudes and behaviors. Second, five different fundraising interactions (emotional, religious, political, influencer and empathetic) in which NPOs and donors pool their resources to co-create value are presented. Third, how the outcomes of fundraising interactions manifest for NPOs in the form of financial (money and time) and social value (social legitimation) and for teleworkers and donors in the form of emotional value (joy and relatedness) are identified. Originality/value This paper used a service ecosystem approach to analyze a new service context “fundraising,” which has been scarcely discussed in the literature. The findings show how macro-level institutions work together for fundraising. Five different fundraising interactions were identified, linking the communication with the service experience literature. Finally, the findings identify fundraising’s different value outcomes extending traditional approaches for evaluating this activity.

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Section: Case Study Resultsmentioning

confidence: 99%