Korporátní filantropie z pohledu neziskové organizace a dárce

The theme of corporate philanthropy has become a very discussed topic since the end of the 20th century. So far, there has been no clarification of the relationship between a non-profit organization and a corporate donor in the Czech Republic. The aim of the thesis wanted to evaluate the relationship between corporate donor and non-profit organization. The partial aim of the work was to identify donor motives for corporate philanthropy and the attitude of non-profit organizations. The qualitative method of interviews was used to achieve the goal of the work. Five interviews with corporate donors and five interviews with non-profit organizations were conducted. Research has shown that for effective collaboration, it is best to set co-operation rules, setting goals and expectations from the very beginning of cooperation, and to create a strategic partnership. For donor is an important the sense of gift, and their motive for donation is based primarily on the idea of "giving back". The main pillars of the relationship are trust, properly set communication channel and transparency. Interestingly, there were findings about public marketing nonprofit organizations. Aggressive advertising or, on the other hand, lack of advertising may give rise to distrust of donations to donors and may undermine one of the main pillars. Research provides a unique and very specific relationship between corporate donor and nonprofit organization. The results can be beneficial both to the management of non-profit organizations, to corporate philanthropy staff, and to corporate management.