A standard-setting organisation demonstrates a strong devotion to a certain cause. People join a normative group voluntarily because they identify with its ideals and consider them as socially or morally worthwhile.
National Association for the Advancement of Colored People, Greenpeace, National Rifle Association, Humane Society of the United States, Red Cross, Mothers Against Drunk Driving, and Parents, Families, and Friends of Lesbians and Gays are examples of normative organisations. Also considered normative organisations are political parties, collegiate fraternities, and religious groups.
A normative organisation differs from a utilitarian organisation in that there is no financial or monetary compensation for joining, whereas a utilitarian organisation typically provides such a reward.