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IMPACT ON THE BUSINESS OF COMPANIES COOPERATING WITH NONGOVERMNENTAL ORGANISATIONS
Abstract
In the Czech Republic new non-profit nongovernmental organizations (NGOs) were established and replaced the previous centrally-controlled state organizations since 1989. Currently, over 100 thousand are registered there. Since this time NGOs are developing together with their mutual cooperation with profit organizations. It forms social pillar in corporate social responsibility concept. The cooperation is supported indirectly by state with tax base reduction in case of financial gifts provided to NGOs. The cooperation between profit organizations and NGOs is important for all. NGOs need it for their financial stability. It is required part of their financial sources portfolio. The aim of the paper is research impact of various forms of companiesВґ support of NGOs and its positive effect to companiesВґ business. First, companies cooperating with NGOs were chosen. Then, their customers or potential customers were asked in questionnaire about their knowledge of the cooperation and its influence to their decision of buying products. Hypothesizes was set, that financial supporting in form of sponsorship is the most effective type for a companyВґs cooperation. While NGO is financially supported, company pays for advertising. The qualitative research gives us information which kind of supports or cooperation between companies and NGOs has the highest efficiency. These results could be important for management of profit companies as well as for NGOs. They can use it within their fundraising activities.
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