Value co-creation and donation in non-profits: a social analysis through the service-dominant logic

This research explores the value proposition of Brazilian non-profits (NPOs) to society, how donors and NPOs perceive value co-creation, and the elements required for value co-creation to occur in a donation context. This study includes case studies with managers and donors from three distinct non-profit organizations in the same sector. We conducted semi-structured interviews, report analysis, and direct observations. The interviews were recorded and typed up for content analysis using the MAXQDA software. The triangulation approach and multilevel data collection contributed to the research’s reliability and validity. NPOs propose value through marketing strategies, primarily by humanizing “sales techniques”. Donors perceive value co-creation as a beneficial collaborative result. Value co-creation is a way for non-profit organizations to achieve their missions of assisting patients or families in need. Although there is strong evidence of dialogue and transparency elements in the donor-NPO relationship, other factors, such as the individual’s background or empathy, stood out more in this context. Academically, this study contributes to the literature by elucidating the phenomena under multiple actor interaction regimes. Furthermore, most studies on value co-creation focus on customer participation and interaction in private organizational processes (i.e., innovation or feedback), leaving gaps for determining and exploring alternative forms of value co-creation. This gap was filled in this study.