Service encounter and value co-creation in fundraising activities at the NPO sector

Purpose Fundraising plays a critical role in the success of non-profit organizations (NPOs). This study proposes an analysis of fundraising through the lens of service-dominant logic, specifically from a service ecosystem perspective, to better understand the various entities and interactions involved, as well as the types of value that emerge from them. Design/methodology/approach A cross-case study was conducted with three health-care-focused Brazilian NPOs. Data collection methods included observation of telemarketing staff interactions with donors and in-depth interviews with each organization’s marketing manager. The data were analyzed using the service ecosystem framework and then compared across cases. Findings First, the findings reveal how religious, political, and child-rearing institutions contribute to the citizenship ideals that influence the attitudes and behaviors of both NPOs and donors. Second, five distinct types of fundraising interactions—emotional, religious, political, influencer-based, and empathetic—were identified, in which NPOs and donors jointly mobilize resources to co-create value. Third, the outcomes of these interactions were found to generate financial (money and time) and social value (social legitimation) for NPOs, as well as emotional value (joy and connectedness) for teleworkers and donors. Originality/value This paper introduces a service ecosystem approach to the underexplored context of fundraising. It highlights how macro-level institutions collaboratively shape fundraising practices. The identification of five distinct fundraising interactions contributes to linking communication dynamics with service experience literature. Lastly, the study expands traditional fundraising evaluation by identifying multiple value outcomes, offering a more holistic perspective.