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Journal of Nonprofit & Public Sector Marketing Volume 30, 2018 - Issue 2
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Original Articles

U.S. community foundations: building a generous society in challenging times

Annamaria EspositoDepartment of Business (BLECB) Carlo A. Ricciardi, University IULM, Milan, ItalyCorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0002-0570-3149
ORCID Icon &
Angela BesanaDepartment of Business (BLECB) Carlo A. Ricciardi, University IULM, Milan, ItalyORCID Iconhttp://orcid.org/0000-0003-3576-365X
ORCID Icon
Pages 200-227 | Received 30 Mar 2016, Accepted 10 Dec 2017, Published online: 26 Mar 2018
 
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ABSTRACT

Community foundations are nonprofit organizations promoting philanthropy for projects useful in a defined geographic area. This paper aims to highlight how U.S. community foundations are building a generous society with the engagement of multiple stakeholders. Our study analyses the marketing strategies of a sample of 100 of the largest U.S. community foundations in 2010 and 2013. A cluster analysis examines financial performance, average number of recipients, and related organizations to discover the level of philanthropic activities and relationships, revenue diversification, and the level of competition on the fundraising side.

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