#4797. Considerations Regarding Donation and Value Co-Creation in Times of COVID-19 Pandemic

July 2026publication date
Proposal available till 26-05-2025
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Journal’s subject area:
Business, Management and Accounting (miscellaneous);
Business and International Management;
Strategy and Management;
Management Information Systems;
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Abstract:
This paper examines the phenomenon of strategic donation (including fundraising and intention to donate) through the lens of value co-creation before and after the outbreak of the COVID-19 in non-profit organizations (NPOs). The methodology was based on interviews and statistical analyses of online data. The qualitative results demonstrated that within NPOs, neither the marketing strategy nor the fundraising has been greatly affected by the COVID-19 pandemic. NPOs employ a variety of strategies, including value co-creation activities (events), which is a key element in influencing engagement and donation. The quantitative findings showed that “dialogue” is the most frequent of the value co-creation elements (dialogue, access, risk sharing, and transparency—DART) in the media (posts) under consideration. Shares and comments had a weak R2 before the pandemic outbreak and a strong R2 after it; that may be explained by the fact that people spent more time online after the outbreak.
Keywords:
COVID-19; Donation; Marketing strategies; Non-profit organizations

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