A normative organization is one that shows a strong commitment toward supporting a particular cause. People voluntarily join a normative organization because they identify with the organization's goals and view these goals as socially or morally worthwhile.
Examples of normative organizations include the National Association for the Advancement of Colored People, Greenpeace, the National Rifle Association, the Humane Society of the United States, the Red Cross, Mothers Against Drunk Driving, and Parents, Families, and Friends of Lesbians and Gays. Political parties, college fraternities and religious organizations can also be regarded as normative organizations.
A normative organization is different from a utilitarian organization in that there is no tangible reward for joining a normative organization, whereas a utilitarian organization generally provides a material or monetary reward.