Strategic orientation of non-profit organizations toward proposing value to beneficiaries

Purpose The objective of this study was to understand the ways in which non-profit organizations strategically orient themselves to add value to their beneficiaries. Design/methodology/approach 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. Findings 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. Originality/value 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.