Bridging The Expectation Gaps In Corporate Giving To Improve Communication Gap Between NPOs And Corporations

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In support of the NVPC in nurturing corporate giving in Singapore, Spire Research and Consulting has undertaken a pro-bono study on corporate giving.


Gurgaon, Haryana, India., June 17, 2014 - (PressReleasePoint) -




In support of the National Volunteer and Philanthropy Centre (NVPC) in nurturing corporate giving in Singapore, Spire Research and Consulting has undertaken a pro-bono study on corporate giving. The objective of this study was to understand the extent of misalignment in expectations between corporations and not-for-profit organizations (NPOs) in Singapore in regards to corporate giving.

The Spire study on corporate giving found that corporations and NPOs have different objectives when engaging in corporate giving. As a result, there are also differences in the preferred types of corporate giving. While corporations prefer to contribute in terms of employee volunteering, most NPOs would prefer to receive cash donations.

Secondly, the current commonly used channels need improvement to enhance communication between NPOs and corporations. While referrals are regarded as effective methods, their effectiveness is limited to sharing contact information. As such, there is a need for a specifically designed common platform for corporations and NPOs to share information and engage each other with the goal of corporate giving.

Thirdly, the manpower planning for corporate giving differs across organizations. While some corporations classify the corporate giving role under an existing business function, other corporations regard CSR as a dedicated function. Corporations that want to place a greater focus on corporate giving are encouraged to set up a specific function for this purpose.

Another commonly found driver of volunteering activities among corporations is employee volunteering committees. These committees usually comprise employees who are passionate about volunteerism, who strengthen the volunteerism and philanthropic culture within the corporation.

Finally, most of the expectation gaps are caused by organizations failing to identify partners who share similar expectations in corporate giving. This is because the current channels do not allow organizations to identify in advance the expectations and needs of their potential partners. Such information is typically not readily available until NPOs and corporations have already begun working together. As such, it is essential to have a common platform which allows organizations to express their expectations and needs relating to corporate giving.



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