#12373. Strategic Nonprofit Communication: Effects of Cross-Sector Corporate Social Responsibility (CSR) Alliances on Nonprofits and the Mediating Role of Social-Objectives Achievement and Consumer Brand Identification

August 2026publication date
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Journal’s subject area:
Sociology and Political Science;
Communication;
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Abstract:
Strategic communication scholarship has examined the effects of cross-sector corporate social responsibility (CSR) alliances on companies; however, less is known about their impact on nonprofit organizations (NPOs). This study investigated how NPO-corporate CSR partnerships influence nonprofits and showed that CSR alliances are more effective for high-reputation NPOs. Mediation analyses revealed significant indirect effects on supportive intentions and NPO reputation through the mediator of social-objectives achievement. No significant direct effects were found for partnership fit and duration. Follow-up mediation tests showed that social-objectives achievement led to increased word-of-mouth (WOM) intentions and reputational benefits when a high-reputation NPO allied with a high-fit company. Social-objectives achievement and consumer-brand identification produced positive supportive intentions and reputational benefits when the NPO collaborated with a high-fit business. Regarding duration, when the NPO launched short-term initiatives with high-fit companies, consumers demonstrated less favorable reactions toward the nonprofit if they did not identify with the partnering company.
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