From Charity to Empowerment: Nonprofit Discourses and Practices Shaped by Generational and Income-based Perceptions of Philanthropy
Abstract
How can nonprofit organizations better frame their mission and present their projects to garner more support from donors and engagement from their audience? Based on existing frameworks of sociological demands and business strategies, this paper argues that the discourses of their approach, charity or empowerment, can make a crucial difference. Extant empirical research shows that younger generation and high-income groups prefer the empowerment narrative, seeking to resolve more structural social problems, while senior and low- or middle- income donors prioritize providing immediate help for the vulnerable population. Through comparing cases of nonprofit organizations developing their brand and strategy to earn support for their work, this paper also explores how nonprofit organizations in reality frame their mission and project for better communication with their audience and provide recommendations.
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