Benefits of donations to companies’ brand image. Case: Goodwill ry
Sandén, Kim (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120727103
https://urn.fi/URN:NBN:fi:amk-2022120727103
Tiivistelmä
Donations have become more necessary in a current world, and it has affected to the business sector as well. The will to help and donate exists among companies but to find the right target is a challenge that many are dealing with. Goodwill ry has launched an application which gathers fundraising organizations under the same roof to make donating for them as smooth and easy as possible. It helps companies to choose and find the right target for their donation.
This thesis studies the effects and benefits of donations to companies’ brand image, the main reasons behind the donations and the elements of successful cooperation between fundraising organizations and companies. This research also shows, in addition to monetary, some different ways of doing donations and charity.
The purpose of this research is to provide practical and relevant information to fundraising organizations from the business world – Help to communicate and approach companies in more effective way. What companies value in cooperation, how they see the idea of doing good as part of their brand and what are the ultimate effects and benefits from doing donations, are critical questions. The effects can be internal or external, negative or positive, tangible or intangible, and this thesis studies the external and beneficial effects of donations.
Theoretical framework is built to support the research, methods used and to provide structure and essential concepts relevant to the topic. Desktop research and qualitative interviews are used as research methods and the data gathered was qualitatively analysed. The semi-structured interviews are the most important source of information when results and views are discussed.
The results show that companies appreciate the values, ethics and principles of genuine cooperation with the fundraising organizations and have a desire to do good. The basis of donations is that the donors don’t get anything back from it but the intangible benefits are something that companies are taking a closer look at. Although, the intangible effects of donations are very challenging for companies to exactly measure because personal values of all parties involved influence the results.
Based on this study and research done, it is fair to say that companies are willing to do good and charitable actions are increasing. The donations and especially benefits of donations are hard to communicate but what makes the difference is overall transparency from both parties, the donor and the fundraising organization.
This thesis studies the effects and benefits of donations to companies’ brand image, the main reasons behind the donations and the elements of successful cooperation between fundraising organizations and companies. This research also shows, in addition to monetary, some different ways of doing donations and charity.
The purpose of this research is to provide practical and relevant information to fundraising organizations from the business world – Help to communicate and approach companies in more effective way. What companies value in cooperation, how they see the idea of doing good as part of their brand and what are the ultimate effects and benefits from doing donations, are critical questions. The effects can be internal or external, negative or positive, tangible or intangible, and this thesis studies the external and beneficial effects of donations.
Theoretical framework is built to support the research, methods used and to provide structure and essential concepts relevant to the topic. Desktop research and qualitative interviews are used as research methods and the data gathered was qualitatively analysed. The semi-structured interviews are the most important source of information when results and views are discussed.
The results show that companies appreciate the values, ethics and principles of genuine cooperation with the fundraising organizations and have a desire to do good. The basis of donations is that the donors don’t get anything back from it but the intangible benefits are something that companies are taking a closer look at. Although, the intangible effects of donations are very challenging for companies to exactly measure because personal values of all parties involved influence the results.
Based on this study and research done, it is fair to say that companies are willing to do good and charitable actions are increasing. The donations and especially benefits of donations are hard to communicate but what makes the difference is overall transparency from both parties, the donor and the fundraising organization.