The Yin and Yang Model of Value Co-Creation in the Non-Profit Sector

This study describes the process and elements presented in a value co-creation process between non-profits and donors, as well as the outcomes of this interaction. The study includes semi-structured interviews with managers and donors, as well as first-hand observation and notes from the telemarketing department of two health-related non-profits (NPOs). To represent the interaction between actors, the Yin and Yang model of value co-creation is proposed. In relation to the outcomes of this relationship, despite the elements of co-creation value that are highlighted in the literature, that is, dialog and transparency, other relevant components stood out more in this context, such as trust and reputation. This research broadens the literature in the field of NPOs, since most researches on value co-creation are centered on the private sector and focus the analysis on the end user, which in the non-profit sector of health care would be the patient. Otherwise, this research focuses on a resource integrator actor, that is, the donor. Managerial contributions and future research directions are also presented.