Title: Nonprofit transparency in practic. A study concerning how transperancy is motivated in
Author: Julia Heiming & Alexandra Strand
Tutor: Josef Pallas
Purpose: The purpose with this thesis was to examine whether transparency exists and how it
appears in nonprofit organizations, first and foremost in their fundraising. Moreover, the
investigation display a more thoroughly and complex image of transparency compared to the
external, which is more requested nowadays. The key questions to be answered are; How does
nonprofit organizations consider themselves to be transparent?, What sort of transparency exists
within the participating nonprofit organizations?, Does the collaborators have an insight in the
operation managers’ decisions?, Do the operation managers have an insight in the work of their
employees’, concerning their collection processes?, Does the collection organizations have an
oversee concerning their branch and what is said about them?, Does external stakeholders have an
opportunity to get insight in the organizations’ collecting processes?
Method/Material: The results are based on a qualitative study built on nine different semi
structured interviews with three nonprofit organizations. The interviews are based on a model made
by Esaiasson, Gilljam, Oscarsson and Wängnerud which later on was analyzed with Heald’s four
different types of transparency.
Main results: The primary result of the survey proved that all the four different types of
transparency more or less exist within the participating organizations. Transparency inwards is the
type that the organizations proved to focus on the most. However, the organizations did also focus
on the remaining three types. In account of this survey a broader picture of transparency has been
disclosed, not only the public view has been displayed. As a nonprofit organization one should be
aware of all four different varieties of transparency when openness towards different types engender
trust towards the nonprofit organizations, which in return can generate donations.
Number of pages: 65
Course: Media and Communication studies C
University: Division of Media and Communication, Department of Information Science, Uppsala
Period: Fall 2014
Keywords: Transparency, Nonprofit sector, Nonprofit organizations, Non-Governmental
Organizations, Collection processes.
2014. , 65 p.
Transparency, Nonprofit sector, Nonprofit organizations, Non-Governmental Organizations, Collection processes.