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Date of Award

1997

Document Type

Thesis - Pacific Access Restricted

Degree Name

Master of Arts (M.A.)

Department

Communication

First Advisor

Jon Schamber

First Committee Member

Carol Ann Hackley

Second Committee Member

Linda L. Williams

Abstract

The study sought to demonstrate that corporate giving is driven by specific corporate goals rather than philanthropic ideals. Furthermore, it examined how corporations use corporate giving as a public relations tool and corporate strategy for enhancing competitiveness. Five research questions were addressed in this study. The first three questions examined if the type of corporation influenced motivations for giving, or the non-profit it will fund, and if the location of corporate facilities determined eligibility for a non-profit. Questions four and five asked if the source of a corporation's contributions budget influenced the motivation for giving and the type of non-profit organization a corporation will fund. Purposive sampling was employed in the study. Only corporations with formal, established corporate giving programs and/or foundations that were located in California were included in the sample. This yielded a sample population of 134 corporations. Questions one, four, and five were answered using ANOVA's. Question two and three were answered respectively through descriptive statistics and through a chi-square statistical test. Results showed that corporations give for more than altruistic reasons, they want results that relate to their corporate goals and strategies. There was evidence to support the relationship between certain types of companies and their motivations for giving. Additionally, data indicated that the type of corporation influences the type of nonprofit they will fund. Another key finding confirmed that the majority of Finally, results showed that the source of a corporation's giving budget cannot be used to predict the type of non-profit a corporation will fund, nor does the source of funding correlate to the motivations for giving.

Pages

72

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