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EnglishThe aim of this paper is to contribute to the debate on grant-making foundations, deepening the concepts of sense and sensibility as pillars of social media communication and as drivers of significant economics results. There is a limited amount of academic work focused on the use of social media by non-profit organizations including foundations. Firstly, this paper gives an insight on how the biggest worldwide foundations are using social media to engage key stakeholders and enhance philanthropic culture. In fact, social media and the increased emphasis on stakeholder engagement have changed the non-profit scene, and nowadays foundations have to manage stakeholder perception that are triggered by brand identity and shaped by performance. A cluster analysis of the performance of the 100 biggest grant- making foundations in the world, emphasizes revenue diversification, contribution and grant-making ratios as key results of multiple stakeholder engagement, and profiles foundations with different sense and sensibility.
| Autori: | BESANA, ANGELA; ESPOSITO, ANNAMARIA |
| Data di pubblicazione: | 5-lug-2016 |
| Titolo: | Sense and sensibility in the contemporary generous society: economics and social media communication of the biggest grant-making foundations |
| Nome del convegno: | 15h international Conference International Association Public and Non Profit Marketing |
| Numero del convegno: | 15 |
| Luogo del convegno: | Cork, Ireland |
| Anno del convegno: | 2016 |
| Sezione: | contributo |
| Rilevanza: | internazionale |
| Luogo di pubblicazione: | Cork |
| Nazione editore: | Ireland |
| Editore: | Cork Institute of Technology |
| Titolo del libro: | Proceedings of the 15th International Congress of the International Association on Public and Nonprofit Marketing 2016 |
| Tutti i curatori: | Murphy, Maurice |
| ISBN: | 978-0-9933033-1-9 |
| Pagina iniziale: | 1 |
| Pagina finale: | 15 |
| Numero di pagine: | 15 |
| Revisione (peer review): | comitato scientifico |
| Lingua: | English |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese Settore SECS-P/01 - Economia Politica |
| Keywords: | Social Media Communication; Stakeholder Engagement; Grant-making Foundations; Cluster Analysis; Revenue Diversification |
| Abstract: | The aim of this paper is to contribute to the debate on grant-making foundations, deepening the concepts of sense and sensibility as pillars of social media communication and as drivers of significant economics results. There is a limited amount of academic work focused on the use of social media by non-profit organizations including foundations. Firstly, this paper gives an insight on how the biggest worldwide foundations are using social media to engage key stakeholders and enhance philanthropic culture. In fact, social media and the increased emphasis on stakeholder engagement have changed the non-profit scene, and nowadays foundations have to manage stakeholder perception that are triggered by brand identity and shaped by performance. A cluster analysis of the performance of the 100 biggest grant- making foundations in the world, emphasizes revenue diversification, contribution and grant-making ratios as key results of multiple stakeholder engagement, and profiles foundations with different sense and sensibility. |
| Numero degli autori: | 2 |
| Supporto: | A stampa |
| Appare nelle tipologie: | 4.01 Contributo in atti di convegno (pubblicato) |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| 2829122015sense&sensibility.pdf | Articolo principale | N/A | Administrator |
http://hdl.handle.net/10808/16244
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