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.
