Can doing good mean doing well? : A qualitative case study of a Web-based non-profit organization, its clientele and future growth

Abstract: There are inequalities in terms of gender and ethnicity within the labor market in Sweden. In the past years there have been great developments to equalize and diversify workplaces with qualified employees. The case study organization Equalisters is a purely Web-based non- profit organization working to break norms associated with gender and ethnicity within the Swedish media and various business sectors. However, there is still work to be done to regain Sweden’s place as the number 1 equal country in Europe. Therefore, it is crucial to get a thorough understanding and deeper knowledge regarding a non-profit organizations possibilities to grow. Hence, the purpose of this research is to answer the following research question: How can a purely Web-based Non-profit organization in the start-up phase continue its growth? The authors of this thesis have conducted a qualitative research in collaboration with the chosen case study organization, Equalisters, and their clientele. As a conclusion the authors argue that a purely Web based non-profit organization can grow both financially and operationally through differentiating procedures. The organizational growth will continue with the aid of immediate connections to the fact that the employees, accommodators, clients and volunteers do make a difference in society, which results in intrinsic rewards. In addition a financial profit is accomplishable without harming the core of the business by developing side services or side products such as quality checks for the lists, consultancy work with the aim of observing inequalities within the companies or firms, financially supporting the organization by “adopting lists” and create an identification of the organization as an investment to corporate social responsibility work for companies and firms. Moreover, utilizing social venture capitalist is another approach to increasing finances. However, the authors have observed a risk with involving more people to the organization since the core mission might have to change as a result of the financial support. Therefore, the aforementioned side services and products are more in line with keeping the organizations core objective uninfluenced.