Non-profits and the environment in China: struggling to expand their franchise

International audiencePurpose Environmental non-governmental organizations (ENGOs), one of the major forces in environmental protection, have developed rapidly in the past few years, especially in developing countries such as China. This paper aims to reveal how the ENGOs select their focuses, specifically if they only concentrate on one focus or on contexts in which they obtain various focuses and the motivations behind their choosing strategies. Design/methodology/approach The current research interviewed 103 leaders of ENGOs covering every province in mainland China and adopts existing theories of NGOs alongside diversification strategy from a management perspective. Findings The results showed that most Chinese ENGOs now tend to be diversified but face different challenges. This research highlights the importance of ENGOs’ resources and capacities in facing current challenges and suggests directions to improve their diversification strategy. Originality/value This research adds value to the research of environmental NGOs and gives suggestions to environmental NGO practitioners, in particular to those in emerging markets