The objective of this study was to understand the ways in which non-profit organizations strategically orient themselves to add value to their beneficiaries.
Based on the literature on strategic orientation focused on value propositions for customers, an exploratory qualitative study was conducted through interviews with 20 managers and service beneficiaries from non-profit organizations.
The results show that perceived value, social benefits, and stakeholder relationships are the ways in which non-profit organizations deliver value to their beneficiaries. Although without prior planning, the use of value-based strategic orientations can be observed in non-profit organizations. It can be concluded that the gains that non-profit organizations obtain by adopting a value-oriented strategic approach are reputation, image, donations for social work, and volunteering. This makes non-profit organizations more professional and differentiated in their areas of operation, resulting in an increase in their social performance.
This study provides an understanding of the strategic orientation of non-profit organizations in relation to offering value to their beneficiaries. Despite the importance of strategic orientation for value proposition, it is still a concept that is underexplored in the literature.
