Nonprofit and Voluntary Sector Quarterly
April 2015; 44 (2)
http://nvs.sagepub.com/content/current

Being Nonprofit-Like in a Market Economy
Understanding the Mission-Market Tension in Nonprofit Organizing
Matthew L. Sanders1
1Utah State University, Logan, USA
Abstract
Nonprofit organizations experience a tension between pursuing their social missions and meeting the demands of a market economy. This mission-market tension is an everyday, practical concern for nonprofit practitioners. Yet, scholars know very little about how nonprofit practitioners define and manage this tension. Drawing on contradiction-centered perspectives of organizing, data from an ethnographic study of a single U.S. nonprofit organization demonstrate that the mission-market tension was defined and managed by organizational members as both a contradictory and interconnected phenomenon. This framing was enabled by specific communication practices that supported a productive and generative relationship between these seemingly incompatible goals. Findings suggest that the mission-market tension is an inherent condition of nonprofit organizing and highlight the central role of communication in successfully managing mission and market concerns.
Nonprofit Organizational Effectiveness – Analysis of Best Practices
Kellie C. Liket1, Karen Maas1
1Erasmus University Rotterdam, The Netherlands
Abstract
In the face of increased accountability pressures, nonprofits are searching for ways to demonstrate their effectiveness. Because meaningful tools to evaluate effectiveness are largely absent, financial ratios are still the main indicators used to approximate it. However, there is an extensive body of literature on determinants of nonprofit effectiveness. In this study, we test the extent to which these assertions in the literature align with practitioner views. To increase the practical value of our comparative exercise, we create a self-assessment survey on the basis of the practices that find support in both academia and practice. This provides managers with a tool to assess the extent to which the identified practices are present in their organizations and with suggestions, which might lead to improvements in their effectiveness. Intermediaries can use the tool to provide better information to donors. Funders can use it in their selection of grantees, and capacity-building efforts.
The Role of Internal Branding in Nonprofit Brand Management- An Empirical Investigation
Gordon Liu1, Chris Chapleo2, Wai Wai Ko3, Isaac K. Ngugi2
1University of Bath, UK
2Bournemouth University, Dorset, UK
3Brunel University, Uxbridge, UK
Abstract
Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement, and the moderating effect of charismatic leadership on the brand orientation behavior–organizational performance relationship using data obtained from the representatives of 301 nonprofit organizations in the United Kingdom. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.