The Impact of CSR Initiatives on Non-profit Cultural Organizations’ Relationships with the Public

Non‐profit organizations are increasingly adopting business-like strategies as they are facing growing market pressures such as decreasing revenues and fierce competition for funding. The critical significance of CSR as a tool to enhance organizational performance and relationships with stakeholders, is becoming increasingly prominent in the non-profit sector. The purpose of this chapter is to explore how CSR efforts by non-profit cultural organizations in Greece affect visitor outcomes. Drawing upon a sample of 203 visitors of four of the biggest non-profit cultural organizations in Greece, a structured questionnaire was administered to measure visitor CSR perceptions, satisfaction, engagement, and loyalty with the non-profit organization. This study proposes a multiple mediation model initiated by visitor CSR perceptions that leads to visitor loyalty, through satisfaction and engagement, and contributes to the theoretical evolvement of the CSR literature in the non-profit sector. The findings suggest that CSR should not be treated just as a legal obligation but as a dynamic investment for organizational excellence.