Nonprofit Organizations: The Importance of Relationship Building

Paper Summary:

The paper explains what is meant by the term "nonprofit organizations" and explains the objective in exercises of this nature. The paper highlights the fact that motivation is derived from the unique mission and values that each organization upholds in the delivery of its work. The paper stresses the importance of the relationship of the non profit organization with private and corporate donors, in order to market and build brand awareness and public profile. The paper also discusses the strategy of gaining control over the environment and building a working relationship between organizations, in addition to cementing a relationship between the private and nonprofit sector.

From the Paper:

"While the nonprofit model may be the most grassroots and cooperative, nonprofit organizations are largely opting to build relationships with the private sector. The sector-wide conviction in competition undermines efforts to build coalitions between nonprofit organizations. This climate, drive by resource scarcity and profit-minded priorities, makes fostering nonprofit and nonprofit working relationships most difficult. In Metro-Toronto "the majority of organizations are anticipating a more competitive atmosphere in relation to garnering funds, now that the government has decreased its support" (Meinhard, p. 5.) Looking to market themselves to private and corporate donors, nonprofit organizations are embracing marketing to build brand awareness and public profile. It can be argued that current trends in management, job creation (funding for fundraisers), and resource availability facilitate a working relationship between the nonprofit sector and the private sector."

Sample of Sources Used:

• Anheier, H. K. (2000) Managing Nonproift Organizations: Toward a New Approach, CCS Working Paper 1, London: London School of Economics and Political Science.
• Elson, Peter. Lecture Notes. (Online) Available: http://de.ryerson.ca/de_courses/index.asp?course=CINP901&mod=01&id=20832&startdate=September%209,%202006. Retrieved November 19, 2006.
• Meinhard, A., & Foster, M. (1996). Women's voluntary organizations and the restructuring of Canada's voluntary sector: A theoretical perspective. CVSS Working Paper Series, number 6, Toronto: Ryerson University.
• Murray, V. (2006). Managing the Governance Function. In V. Murray (Ed.), The Management of Non-Profit and Charitable Organizations in Canada, (pp. 275-305). Markham, ON: LexisNexis Canada Inc.

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