1st Edition
The Routledge Handbook of Nonprofit Communication
This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field.
It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations’ strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies.
The handbook is essential reading for scholars, educators, and advanced students in nonprofit and NGO communication within public relations and strategic communication, organizational communication, sociology, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector.
Introducing nonprofit communication and mapping the research field
Gisela Gonçalves and Evandro Oliveira
Part I Democracy and civil society
1.1 Histories of the nonprofit and philanthropic sector
Thomas Davies
1.2 Communication for development and social change
Jan Servaes
1.3 NGO-ization of civil society
Sabine Lang
1.4 NGO-ization of solidarity in the digital age
Víctor Manuel Marí Sáez
1.5 Civic relations: Socio-communicative collective action
Evandro Oliveira
1.6 Public interest communication: a pragmatic approach
Jane Johnston
1.7 Humanitarian communication
Valérie Gorin
Part II Communication, organizations and publics
2.1 A constitutive approach to nonprofit communication
Matthew Koschmann and Matthew Isbell
2.2 Organizational listening and the nonprofit sector
Jim Macnamara
2.3 Integrated marketing communication management for nonprofit organizations
Manfred Bruhn and Anja Zimmermann
2.4 Communication monitoring and evaluation in the nonprofit sector
Glenn O’Neil
2.5 Fundraising and relationship cultivation
Richard D. Waters
2.6 Granting organizations
Giselle A. Auger
2.7 Communicating organizational change to nonprofit stakeholders
Laurie Lewis
2.8 Nonprofit and government relations
Bruno Ferreira Costa and Hugo Ferrinho Lopes
2.9 Companies and human right activists’ engagement
Naíde Müller
Part III Strategic communication, strategies and discourses
3.1 A conceptual approach for strategic communication: The ITNC
Evandro Oliveira
3.2 Internal branding in the nonprofit sector
Gordon Liu
3.3 Narratives and emotion in social entrepreneurship communication
Philip T. Roundy
3.4 Storytelling and memes: affordable and effective new media trends for small civil society organizations
Ioli Campos
3.5 Lobbying and the nonprofit sector
Ana Almansa-Martínez and Antonio Castillo-Esparcia
3.6 Open justice and court communication
Jane Johnston
3.7 Semiotic analysis of environmental communication campaigns
Andrea Catellani
3.8 Eco-art as discourse driver
Franzisca Weder and Denise Voci
3.9 Positive communication and public relations in the nonprofit sector
José Antonio Muñiz-Velázquez and Alejandro José Tapia Frade
Part IV Nonprofit communication, campaigns and case studies
4.1 Balancing collective action and connective action in new food cooperatives: Fertile ground for transformative change?
Korien van Vuuren-Verkerk, Noelle Aarts and Jan Van der Stoep
4.2 Local NGO e-communication on environmental issues
Valentina Burkšienė and Jaroslav Dvorak
4.3 The grassroots women water collective in India
Ram Awtar Yadav and Kanchan K. Malik
4.4 The role of communication within a domestic violence context during a lockdown
Sónia de Sá
4.5 Fundraising strategies during pandemic challenges
Laura Visan
4.6 Communication and activist literacy for social change in feminist movements
Alessandra Farné, Carla Cerqueira and Eloísa Nos-Aldás
4.7 Value-informed communication in nonprofit campaigns
Birgit Breninger and Thomas Kaltenbacher
4.8 Identifying and classifying stakeholders in Spanish nonprofit organizations
María Pallarés-Renau, Lorena López-Font and Susana Miquel-Segarra
4.9 Activism and social media: case studies from Greece’s economic crisis
Michael Nevradakis
Biography
Gisela Gonçalves is a professor and director of the Masters in Strategic Communication program at the University of Beira Interior and associated researcher at LabCom, Portugal.
Evandro Oliveira is a Serra Hunter professor at the Autonomous University of Barcelona (UAB), Spain and researcher at LabCom, Portugal.
"The Routledge Handbook of Nonprofit Communication is an important addition to the literature. The book examines nonprofit communication from various perspectives – critical, structural, and strategic – and it also provides the reader with reading focused on practical application. It will be an excellent addition to any personal or institutional library."
Brigitta R. Brunner, Auburn University, USA
