Managing Dual Identities in Nonprofit Rebranding: An Exploratory Study

Lee, Zoe; Bourne, Humphrey

doi:10.1177/0899764017703705

Cited by 24 publications

(29 citation statements)

References 56 publications

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“…Generally, research has shown that the effects of managerialism depend on how an organization reacts to competing institutional norms, namely their nonprofit character and certain for‐profit tools or practices (Kravchenko & Moskvina, 2018). After all, when faced with managerialization of their processes and cultures, organizations are challenged to accommodate both their mission‐driven “normative” identity and a new, commercial “utilitarian” identity (Lee & Bourne, 2017, p. 796).…”

Section: Literature Reviewmentioning

confidence: 99%

Institutional isomorphism and nonprofit managerialism: For better or worse?

Hersberger-Langloh

Stühlinger

Schnurbein

2020

Nonprofit Mgmnt & Ldrshp

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Nonprofit organizations (NPOs) have increasingly adopted business‐like practices as a response to institutional pressures. Some researchers argue that this development leads to mission drift, whereas others find a positive effect on organizational performance. However, the institutional pressures responsible for shaping the nonprofit sector have remained hard to distinguish from each other. This study explores the consequences of mimetic, normative, and coercive pressures, and looks at how they affect managerialism, organizational performance, and mission drift. We link these concepts through a structural equation model based on survey data and find that one aspect of managerialism, strategic behavior, is a key construct in influencing the response to isomorphic pressures and can positively affect organizational performance while holding off‐mission drift. Normative isomorphism even has a direct positive effect on organizational performance. Mission drift can take place when organizations are under coercive pressure without having strategies or internal processes in place. These findings imply that organizations should invest in their strategy and the professional development of their staff to increase organizational performance and avoid mission drift.

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Section: Literature Reviewmentioning

confidence: 99%

Institutional isomorphism and nonprofit managerialism: For better or worse?

Hersberger-Langloh

Stühlinger

Schnurbein

2020

Nonprofit Mgmnt & Ldrshp

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“…The founders did not want to be identified as an NGO and hence decided to rely on contact‐based donations which led to the identity of a VO or pure nonprofit. The literature suggests stakeholders, who may not necessarily be attached with the nonprofit, hold significant power in the nonprofit (Foreman & Whetten, ; Lee & Bourne, ; Pratt & Foreman, ). This study suggests that the efforts of founders to differentiate their nonprofits from NGOs were due to the power of an external stakeholder, public's perception.…”

Section: Discussionmentioning

confidence: 99%

“…The nonprofits organizational identity is grounded in social cause and compassion (Lee & Bourne, ), with diverse organizations serving diverse social causes and facing identity tensions due to ambiguous environment (Young, , ). Considerable disagreements on defining a nonprofit organization play its due role in this confusion.…”

Section: Organizational Identity and The Non‐profit Sectormentioning

confidence: 99%

“…The nonprofits have been defined by legal classification (James & Rose‐Ackerman, ; Pryor, ; Salamon & Anheier, ), the labor (volunteers) (Mook et al, ; Tidwell, ; Worth, ), and its funding sources (Foster & Bradach, ; Salamon & Anheier, ; Sanders & McClellan, ; Werther & Berman, ). The complexity is deepen due to the ownership, as in private sector the power is with shareholders and managers but in nonprofits the power can be distributed between volunteers, donors, and other stakeholders who may not necessarily be attached with the organization (Foreman & Whetten, ; Lee & Bourne, ; Pratt & Foreman, ; Young, ). Though, such definitional imprecision is misleading given that the nonprofit sector has tremendous diversity (Knutsen, ; Salamon & Sokolowski, ) and survives by obtaining and spending funding, and/or by ensuring self‐sustainability through income generation ventures (Angele'‐Halgand, Helmig, Jegers, & Lapsley, ; Salamon & Anheier, ).…”

Section: Organizational Identity and The Non‐profit Sectormentioning

confidence: 99%

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Construction of organizational identity claim and understanding in nonprofits: Evidence from Pakistan's voluntary organizations

Saqib

2019

Nonprofit Mgmnt & Ldrshp

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There is a substantial research literature on nonprofits identity claim and identity understanding but much less on how these identities are constructed in the first place. This article explores how identity claim and identity understanding are constructed in the nonprofits and reasons for such constructions. Exploratory multiple case study analysis was conducted with two voluntary organizations. The results showed that three factors play a significant role in construction of identity claim; founders, funding, and power of stakeholders. The construction of identity understanding is influenced by the claim and is often in sync until the funding source changes leading to a dissimilar identity understanding. The members, however, showed reluctance to embrace the new identity due to the power of stakeholders and fear of mission drift. The unsynchronized claim and understanding caused confusions among the members as they juggled between adopting the new identity understanding and keeping a dissimilar claim. This confusion hinders the nonprofits growth and they struggle to answer what they want to be in future.

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“…Employee volunteering in civic associations is also a topic of interest in the study of social movements outcomes (Walker, McCarthy, & Baumgartner, 2011). In addition, scholars find that people with utilitarian, business-driven identities are often the target of non-profit organizations as they are more likely to engage in donation behavior than people who have only an emotional attachment to the cause (Aaker & Akutsu, 2009;Lee & Bourne, 2017). Therefore, we posit that there is a positive association between having a salient occupational identity and collected donations:…”

Section: Online Social Identity As a Motivator To Collect Donationsmentioning

confidence: 97%

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On the whole, this dissertation presents its findings through a first-person perspective. From time to time, however, the pronoun "we" is used to emphasize the collaborative effort that went into particular parts of the research (see Chapter 2, Chapter 4 and Chapter 5). Introduction | 15 approach adopted in this dissertation (Section 1.6), and a short summary of the dissertation's contributions (Section 1.7). 1.2 Social movements, collective action and social media: The state of the art 1.2.1 Defining social movements and positioning individuals and organizations within social movements The study of social movements has a longstanding tradition in sociology that dates back to Durkheim's (1912) concept of "collective effervescence" and the Marxian heritage of Habermas (1979, 1987), Touraine (1981), and Calhoun (1982) (for a review of social movements in social theory, see Eder, 2015). Social movement studies are recognized as a scientific, "organizational" (DiMaggio & Powell, 1983) field of investigation and theorizing (Della Porta & Diani, 2015). Nonetheless, the study of social movements has benefited from and expanded thanks to developments in other fields, such as political science, organization studies, and communication science (Della Porta & Diani, 2015). Consequently, the study of social movements is characterized by an interdisciplinary perspective that has produced a variety of definitions of what a social movement is, as well as theories, approaches, and methods to study social movements (for reviews, see, among others,

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Managing Dual Identities in Nonprofit Rebranding: An Exploratory Study

Cited by 24 publications

References 56 publications

Institutional isomorphism and nonprofit managerialism: For better or worse?

Institutional isomorphism and nonprofit managerialism: For better or worse?

Construction of organizational identity claim and understanding in nonprofits: Evidence from Pakistan's voluntary organizations

Tweet your #Mo and save a Bro

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