INFLUENCE OF STAKEHOLDER ORIENTATION ON FUNDRAISING OF NON-PROFIT ORGANISATIONS

Abstract

In this paper, authors discusses the characteristics of stakeholder orientation in non-profit organisations of lifelong adult education in Croatia and it relationship with fundraising of mentioned organisations. The relationship implied by research objectives will be empirically analysed on a random sample of Croatian institutions of lifelong adult education. In consideration it will be taken changing environment in which multiple constituents acting, under which to focus marketing and managerial efforts which consequently affect the fundraising of the institutions stakeholders, which is one of the most important performance components of these institutions. It is expected that the results of this study imply the existence of a relationship between market oriented activities towards multiple stakeholders in lifelong adult education institutions and fundraising of mentioned institutions, within the specific context of education ‘industry’. Special considerations should therefore be applied to the universal applicability of the obtained results in other fields of non-profit sector.