The voluntary sector keeps growing considerably in size and importance; the number of non profit organizations (NPOs) has increased in the last decades. Such a drastic increase in number fosters additional challenges for NPOs to compete for funding and resources. From many years, non-profit organizations have realized that they can benefit from many business like practices taken from the profit sector as they are becoming more confronted with market pressures typical of traditional companies, like the attainment of funding to fulfill their mission. Such techniques have been deemed critical to non-profit also by the academic field as the success in achieving goals for NPOs nowadays depends largely on their fundraising performance and proper implementation of marketing activities. That is why fundraising increasingly became a source of competitive advantage for NPOs. Maintaining successful financial performance in order to achieve an altruistic goal is a tough challenge that most nonprofit managers face. Fundraising itself evolved, shifting to a relational view rather than a transactional one, articulating itself among new tools able to strengthen a long-term relationship with donors. Amongst these tools, charitable bequest or legacy represents an increasingly growing source of incomes. Receiving a bequests gift represents the pinnacle of the relationship. In Italy, this form of giving is rather unusual but estimated to grow strongly. Within this context, a few pro-active organizations have started to develop this technique in the last decades and are witnessing genuine results from this endeavor. Amongst them, the organization considered within this work, which has been one of the firsts to adopt bequests fundraising in the country. Considering the outlined framework this work intend to approach the topic, with the aim of understanding how a NPO can achieve a position of competitive advantage by improve its fundraising performance thanks to charitable bequests. In order to address these inquiries, the lenses of resource advantage (R-A) theory will be applied to examine a non profit organization recognized as a leading case in bequest fundraising. Through these lenses, this work will identify the resources NPOs can acquire, imitate, substitute and leverage in order to advance their position of competitive advantage. The research will focus on the intangibles resources according to the R-A theory definition.
Il terzo settore è in continua crescita, sia per portata che per importanza; il numero di organizzazioni non profit (ONP) attive è cresciuto fortemente negli ultimo decenni. Una simile crescita nei numeri ha favorito la nascita di sfide aggiuntive per le ONP, le quali competono tra loro per il reperimento di fondi e risorse. Da diversi anni le ONP hanno realizzato di poter beneficiare di diverse tecniche mutuate dal settore profit, confrontandosi sempre più con le pressioni tipiche delle aziende tradizionali, come l’ottenimento di risorse per portare avanti la propria mission. Tali tecniche sono ritenute cruciali per il non profit anche dalla comunità accademica dal momento che il successo nel raggiungere obiettivi per le ONP oggigiorno dipende largamente dalla loro capacità di applicare le più sofisticate tecniche di fundraising facendo leva correttamente sulle variabili di marketing. Il fundraising diventa quindi sempre più una fonte di vantaggio competitivo per le ONP. Mantenere una perforamance finanziaria positiva raggiungendo allo stesso tempo l’obiettivo sociale è una complessa sfida che la maggior parte dei manager nel non profit affronta. Il fundraising stesso si è evoluto, passando da un’ottica transazionale ad una relazionale col donatore, articolandosi in svariati strumenti capaci di rafforzare una relazione di lungo periodo. Tra questi, il fundraising da lasciti rappresenta una fonte di entrate in continua crescita. Un lascito rappresenta la realizzazione completa di una relazione. In Italia questa forma di donazione è ancora ad uno stato iniziale ma si stima che possa crescere con forza. Alcune ONP pro attive hanno già iniziato a sviluppare questa tecnica ottenendo ottimi risultati, tra queste l’organizzazione oggetto di questo lavoro, tra le prima ad adottare questo strumento nel paese. Considerando il contesto delinato, lo scopo di questo lavoro è quello di capire come una ONP possa riuscire a raggiungere una posizione di vantaggio competitivo migliorando la propria performance di fundraising grazie ai lasciti. Per poter approcciare questo quesito, sono state utilizzate le lenti della Resource advantage (R-A) theory, applicate ad una ONP considerata leading case sui lasciti. Attraverso queste lenti, questo lavoro mira a identificare le risorse che una ONP può acquisire, imitare, sostituire o influenzare al fine di avanzare la propria posizione competitiva. La ricerca si focalizza sulle risorse intangibili, sedondo la definizione di R-A theory.
Assembling resources for competitive advantage in bequest fundraising: the Lega del Filo d'Oro Case / Bizzarri, Alex. - (2018 Mar 21).
Assembling resources for competitive advantage in bequest fundraising: the Lega del Filo d'Oro Case
BIZZARRI, ALEX
2018-03-21
Abstract
The voluntary sector keeps growing considerably in size and importance; the number of non profit organizations (NPOs) has increased in the last decades. Such a drastic increase in number fosters additional challenges for NPOs to compete for funding and resources. From many years, non-profit organizations have realized that they can benefit from many business like practices taken from the profit sector as they are becoming more confronted with market pressures typical of traditional companies, like the attainment of funding to fulfill their mission. Such techniques have been deemed critical to non-profit also by the academic field as the success in achieving goals for NPOs nowadays depends largely on their fundraising performance and proper implementation of marketing activities. That is why fundraising increasingly became a source of competitive advantage for NPOs. Maintaining successful financial performance in order to achieve an altruistic goal is a tough challenge that most nonprofit managers face. Fundraising itself evolved, shifting to a relational view rather than a transactional one, articulating itself among new tools able to strengthen a long-term relationship with donors. Amongst these tools, charitable bequest or legacy represents an increasingly growing source of incomes. Receiving a bequests gift represents the pinnacle of the relationship. In Italy, this form of giving is rather unusual but estimated to grow strongly. Within this context, a few pro-active organizations have started to develop this technique in the last decades and are witnessing genuine results from this endeavor. Amongst them, the organization considered within this work, which has been one of the firsts to adopt bequests fundraising in the country. Considering the outlined framework this work intend to approach the topic, with the aim of understanding how a NPO can achieve a position of competitive advantage by improve its fundraising performance thanks to charitable bequests. In order to address these inquiries, the lenses of resource advantage (R-A) theory will be applied to examine a non profit organization recognized as a leading case in bequest fundraising. Through these lenses, this work will identify the resources NPOs can acquire, imitate, substitute and leverage in order to advance their position of competitive advantage. The research will focus on the intangibles resources according to the R-A theory definition.File | Dimensione | Formato | |
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