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A Satisfação dos Stakeholders Doadores no Relacionamento com as Organizações da Economia Social
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Abstract(s)
Os Stakeholders doadores são aqueles que fornecem recursos às Organizações da Economia Social para as auxiliar na sua atividade social junto da sociedade. É por isso que o relacionamento dos Stakeholders doadores com as Organizações da Economia Social ao longo de todo o processo de doação assume especial importância, desde o primeiro contacto até ao resultado final da doação. Em particular, a satisfação dos Stakeholders com esse relacionamento constituirá um elemento chave para futuras doações.
Nesse sentido, a presente investigação foi realizada com o intuito de caracterizar os Stakeholders doadores e o processo de doação de recursos para Organizações da Economia Social em Portugal; de identificar as variáveis nas diferentes etapas do processo de doação relacionadas com uma maior satisfação geral dos Stakeholders doadores no seu relacionamento com as Organizações da Economia Social; e de construir um modelo de predição da satisfação geral das instituições doadoras a partir das variáveis identificadas como mais relevantes.
Para tal, foi levado a cabo um inquérito por questionário via online a 443 Stakeholders doadores em Portugal (empresas comerciais, entidades bancárias, fundações e outras instituições de tipo associativo). O questionário foi preenchido por pessoas responsáveis pelos respetivos departamentos de atribuição de fundos ou investimentos de 134 Stakeholders doadores, entre fevereiro e maio de 2017.
Os resultados revelam que a maioria das instituições doadoras que participaram no estudo operam no mercado há mais de 11 anos e mais de metade é doadora há menos tempo, mas é frequente realizar múltiplas doações por ano. Algumas das motivações para serem dadoras estão relacionadas com a filantropia, a tradição e o reconhecimento político e/ou social obtido, para além do efeito provocado em empregados, clientes e fornecedores. Os recursos atribuídos com maior frequência são os financeiros. Estas instituições atribuem importância a diversas variáveis de qualidade do relacionamento com as organizações a que destinam as suas doações, verificando-se que as mesmas tendem a sentirem-se satisfeitas em relação a essas variáveis. Igualmente, as instituições doadoras atribuem importância a diversas informações sobre as Organizações da Economia Social e sobre os projetos ou atividades das mesmas que necessitam de apoio. Mais de metade das instituições declara receber com frequência ou muita frequência informação sobre os benefícios tangíveis, sociais e de reconhecimento, por parte das organizações recetoras da doação e a maioria reconhece estar satisfeita ou totalmente satisfeita com o relacionamento ao longo de todo o processo. Por último, também é uma maioria de instituições doadoras que reconhece renovar o apoio à mesma organização social com base na experiência vivida. No que diz respeito a quais as variáveis relacionadas com a satisfação geral das instituições doadoras, os resultados mostram que a mesma está relacionada com algumas variáveis de caracterização das instituições, com diversas variáveis de qualidade do relacionamento ao longo do processo e com a informação sobre os benefícios obtidos. Por último, o modelo de predição da satisfação geral das instituições doadoras revela que as variáveis mais relevantes são o tipo de instituição doadora; a importância atribuída à possibilidade de acompanhamento e/ou intervenção durante a execução do projeto ou atividade objeto da doação; a importância atribuída ao cumprimento desse projeto ou atividade; e a importância atribuída à obtenção de benefícios para a instituição doadora.
Conclui-se que as instituições que participaram no estudo efetuam, no geral, uma avaliação positiva do processo de doação, em particular do relacionamento estabelecido com as Organizações da Economia Social nesse processo, revelando satisfação geral com esse relacionamento e tendência para renovar os apoios. Sem descuidar outros aspetos do processo de doação, a satisfação geral das instituições, em especial das empresas comerciais e das entidades bancárias, aumentará se as organizações recetoras das doações facilitarem o acompanhamento e/ou intervenção das instituições doadoras durante a execução do projeto ou atividade objeto da doação, se o projeto ou atividade for sempre cumprido e se essas instituições doadoras tiverem a perceção de obterem benefícios do ato de doação. Portanto, as Organizações da Economia Social deveriam investir mais nesses aspetos.
Donor Stakeholders are those who provide resources to Non-Profit Organisations in order to aid their social activity within society. As a result, the relationship between Donor Stakeholders and Non-Profit Organisations is of particular importance throughout the entirety of the donation process. Specifically, the Stakeholders’ satisfaction with this relationship will constitute a key element in determining future donations. Accordingly, this research was conducted with the purposes of characterising the Donor Stakeholders and the resource donation process to Non-Profit Organisations in Portugal; identifying the variables in different stages of the donation process related to a greater overall satisfaction of the Donor Stakeholder in their relationship with the Non-Profit Organisation; and building an overall donor satisfaction prediction model from the variables identified as most relevant. Hence, an online survey was conducted among 443 Donor Stakeholders in Portugal (commercial enterprises, banking entities, foundations and other associative type institutions). The survey was completed by the allocation of funds or investments departments heads from 134 Donor organisations between February and May 2017. The results show that most of the participant donor institutions have been in business for over 11 years and more than half have been donors only more recently, although frequently making multiple donations per year. Some of the motivations behind the donations are related to philanthropy, tradition and political and/or social recognition obtained as a donor, as well as the impact it has among employees, clients and suppliers. The most frequently allocated resources are financial ones. These institutions consider several quality variables of the relationship with the organisations they donate to as important, and it is verified that they tend to feel satisfied regarding those variables. Similarly, donor institutions attach importance to several information regarding the Non-Profit Organisation and their projects or activities that require support. More than half of the institutions claim to receive often or very often information about the tangible, social and recognition benefits by the donation receiving organisations, with most acknowledging that they are satisfied or fully satisfied with the relationship throughout the process. Lastly, also a majority of donor institutions assume renewing support for the same social organisation based on previous experiences. Concerning which variables are related to the donor institutions’ overall satisfaction, the results show that it is related to some institution’s characterisation variables, to several relationship quality variables during the process and to information about the benefits obtained. Finally, the donor institution’s overall satisfaction predictive model reveals that the most relevant variables are the type of donor institution; the importance given to the possibility of a follow-up and/or intervention during the execution of the project or activity benefiting from the donation; the importance given to the completion of the project or activity; and the importance given to obtaining benefits for the donor institution. It is concluded that the institutions that participated in the study generally make a positive evaluation of the donation process, in particular the relationship established with the Non-Profit Organisation during the process, revealing general satisfaction with this relationship and a tendency to renew their support. Without disregarding other aspects of the donation process, the overall satisfaction of institutions - especially commercial enterprises and banking entities - will increase if the donor organisations facilitate the monitoring and/or intervention of the donors during the execution of the project or activity benefiting from the donation, if the project or activity is always completed and if these donor institutions have the perception of obtaining benefits from giving. Thus, Non-Profit Organisations should invest more in those aspects.
Donor Stakeholders are those who provide resources to Non-Profit Organisations in order to aid their social activity within society. As a result, the relationship between Donor Stakeholders and Non-Profit Organisations is of particular importance throughout the entirety of the donation process. Specifically, the Stakeholders’ satisfaction with this relationship will constitute a key element in determining future donations. Accordingly, this research was conducted with the purposes of characterising the Donor Stakeholders and the resource donation process to Non-Profit Organisations in Portugal; identifying the variables in different stages of the donation process related to a greater overall satisfaction of the Donor Stakeholder in their relationship with the Non-Profit Organisation; and building an overall donor satisfaction prediction model from the variables identified as most relevant. Hence, an online survey was conducted among 443 Donor Stakeholders in Portugal (commercial enterprises, banking entities, foundations and other associative type institutions). The survey was completed by the allocation of funds or investments departments heads from 134 Donor organisations between February and May 2017. The results show that most of the participant donor institutions have been in business for over 11 years and more than half have been donors only more recently, although frequently making multiple donations per year. Some of the motivations behind the donations are related to philanthropy, tradition and political and/or social recognition obtained as a donor, as well as the impact it has among employees, clients and suppliers. The most frequently allocated resources are financial ones. These institutions consider several quality variables of the relationship with the organisations they donate to as important, and it is verified that they tend to feel satisfied regarding those variables. Similarly, donor institutions attach importance to several information regarding the Non-Profit Organisation and their projects or activities that require support. More than half of the institutions claim to receive often or very often information about the tangible, social and recognition benefits by the donation receiving organisations, with most acknowledging that they are satisfied or fully satisfied with the relationship throughout the process. Lastly, also a majority of donor institutions assume renewing support for the same social organisation based on previous experiences. Concerning which variables are related to the donor institutions’ overall satisfaction, the results show that it is related to some institution’s characterisation variables, to several relationship quality variables during the process and to information about the benefits obtained. Finally, the donor institution’s overall satisfaction predictive model reveals that the most relevant variables are the type of donor institution; the importance given to the possibility of a follow-up and/or intervention during the execution of the project or activity benefiting from the donation; the importance given to the completion of the project or activity; and the importance given to obtaining benefits for the donor institution. It is concluded that the institutions that participated in the study generally make a positive evaluation of the donation process, in particular the relationship established with the Non-Profit Organisation during the process, revealing general satisfaction with this relationship and a tendency to renew their support. Without disregarding other aspects of the donation process, the overall satisfaction of institutions - especially commercial enterprises and banking entities - will increase if the donor organisations facilitate the monitoring and/or intervention of the donors during the execution of the project or activity benefiting from the donation, if the project or activity is always completed and if these donor institutions have the perception of obtaining benefits from giving. Thus, Non-Profit Organisations should invest more in those aspects.
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Keywords
Satisfação Stakeholders Relacionamento Organizações da Economia Social Doação Recursos e Responsabilidade Social