Assessing the impact of corporate social responsibility communication on nonprofit organisations in South Africa

Abstract

Abstract The aim of the study was to investigate whether the content of Corporate Social Responsibility (CSR) messages predicts communication outcomes in South African nonprofit organisations (NPOs). The study found a positive association between CSR message content and CSR communication outcomes. Additionally, CSR message content in nonprofit organisations is positively linked to their CSR communication outcomes. Furthermore, support for community-related activities positively impacts CSR communication outcomes, thereby explaining the correlation between CSR message content and communication effectiveness. The study lays the groundwork for non-profit organisations seeking optimisation of their CSR messaging to achieve a wider socio-economic impact on the public at large. These results underscore the importance for nonprofit organisations to strategically develop CSR messages that highlight their support for community-related activities. By emphasising such content in their communication efforts, organisations can enhance their CSR communication outcomes, potentially fostering stronger relationships with stakeholders and garnering increased support for their initiatives.

Keywords

• Corporate social responsibility
• Communication
• Developing countries
• Nonprofit organisations
• Message content
• South Africa