1st Edition

Public Relations in the Nonprofit Sector Theory and Practice

Edited By Richard D. Waters Copyright 2015
    366 Pages 6 B/W Illustrations
    by Routledge

    366 Pages
    by Routledge

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    Nonprofit organizations are managing to carry out sophisticated public relations programming that cultivates relationships with their key audiences. Their public relations challenges, however, have routinely been understudied. Budgetary and staffing restraints often limit how these organizations carry out their fundraising, public awareness and activism efforts, and client outreach. This volume explores a range of public relations theories and topics important to the management of nonprofit organizations, including crisis management, communicating to strengthen engagement online and offline, and recruiting and retaining volunteer and donor support.

    PART I: Strategic Management of Nonprofit Organizations  1. A Fractured Glass Ceiling in Fundraising? Examining the Careers of Minority Healthcare Fundraisers Using Role Theory Natalie T. J. Tindall, Richard D. Waters, and Kathleen S. Kelly  2. Relying on Divine Intervention? An Analysis of Church Crisis Management Plans Hilary Fussell Sisco, Randi Plake, and Erik L. Collins  3. PR Capacity on Nonprofit Boards Timothy Penning  4. The Billion-Dollar Question: Examining the Extent of Fundraising Encroachment on Public Relations in Higher Education Christopher Wilson and Sarabdeep K. Kochhar  5. Alumni Commitment, Organization-Public Relationships, and Ethics Shannon A. Bowen and Diana C. Sisson  6. Race for Crisis Control: Attitudes and Giving Responses after Susan G. Komen for the Cure Pulled Planned Parenthood Funding Emily S. Kinsky, R. Nicholas Gerlich, Kristina Drumheller, and Marc Sollosy  PART II: Stakeholder Relations  7. New Dimensions in Relationship Management: Exploring Gender and Inclusion in the Nonprofit Organization-Volunteer Relationship Denise Sevick Bortree  8. Navigation and Grounded Communication: Grassroots Strategies for Public Relations Practitioners Working with Underserved Communities Jennifer Vardeman-Winter  9. The Academy for Civic Professionalism: A Case Study in Relationship Management and Stakeholder Engagement Brigitta R. Brunner and Giovanna Summerfield  10. Building Mutually Beneficial Relationships: Recommended Best Practices for Online Grant Making Procedures Giselle A. Auger  11. Disaster Public Affairs Training: A Test of the Crisis-Adaptive Public Information Model J. Suzanne Horsley  PART III: Public Awareness and Advocacy  12. Legitimation Strategies in Radical Activist Issues Management: Congressional Testimony of the AIDS Coalition to Unleash Power (ACT UP) Erich J. Sommerfeldt and Sifan Xu  13. The Cape Wind Debate: Framing by Energy Activist Groups and Frame Salience for Active Online Audiences Ben Benson and Bryan Reber  14. The Influence of Message Source and Cultivation Strategies in a Nonprofit Public Relations Context Liz Gardner, Trent Seltzer, Andrea L. Phillips, and Rachel E. Page  15. Public Relations for the Next Generation: An Historical Perspective on Activism on Behalf of Children's Broadcasting Initiatives Rachel Kouvacs  16. Digging for Victory Gardens: A Comparative Analysis of the U.K. and U.S. World War II Gardening Campaigns Cheryl Ann Lambert  PART IV: New Media Challenges and Opportunities  17. Tweeting Charities: Perceptions, Resources, and Effective Twitter Practices for the Nonprofit Sector Jeanine Guidry, Greg Saxton, and Marcus Messner  18. Nonprofits’ Use of Facebook: An Examination of Organizational Message Strategies Moonhee Cho and Tiffany Schweickart  19. Compassion International and Pinterest: Developing Brand Personality and Demonstrating Stewardship through Visuals Carolyn Kim and John Keeler  20. Foundations: Affecting Social Change through Technological Innovation Geah Pressgrove and Brooke Weberling McKeever


    Richard D. Waters is an associate professor in the University of San Francisco’s School of Management. Author of more than 75 peer previewed articles and book chapters, he is the associate editor of Case Studies in Strategic Communication and serves on 7 editorial review boards.