1st Edition

The Routledge Handbook of Nonprofit Communication

Edited By Gisela Gonçalves, Evandro Oliveira Copyright 2023
    374 Pages 34 B/W Illustrations
    by Routledge

    374 Pages 34 B/W Illustrations
    by Routledge

    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


    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