Article Title：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. 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: Public relations; Strategic communication; Nonprofit sector; Relationship management; Corporate social responsibility
DOI: 10.1108/JCOM-10-2018-0100
Source：JOURNAL OF COMMUNICATION MANAGEMENT
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