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E-book: Public Relations in the Nonprofit Sector: Theory and Practice

Edited by (University of San Francisco, USA)
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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.

List of Figures
xi
List of Tables
xiii
Foreword xv
Richard D. Waters
Acknowledgments xxiii
Part I Strategic Management of Nonprofit Organizations
1 A Fractured Glass Ceiling in Fundraising? Examining the Careers of Minority Healthcare Fundraisers Using Role Theory
3(16)
Natalie T.J. Tindall
Richard D. Waters
Kathleen S. Kelly
2 Relying on Divine Intervention? An Analysis of Church Crisis Management Plans
19(14)
Hilary Fussell Sisco
Randi Plake
Erik L. Collins
3 PR Capacity on Nonprofit Boards
33(17)
Timothy Penning
4 The Billion-Dollar Question: Examining the Extent of Fundraising Encroachment on Public Relations in Higher Education
50(16)
Christopher Wilson
Sarabdeep K. Kochhar
5 Alumni Commitment, Organization--Public Relationships, and Ethics
66(18)
Shannon A. Bowen
Diana C. Sisson
6 Race for Crisis Control: Attitudes and Giving Responses after Susan G. Komen for the Cure Pulled Planned Parenthood Funding
84(19)
Emily S. Kinsky
R. Nicholas Gerlich
Kristina Drumheller
Marc Sollosy
Part II Stakeholder Relations
7 New Dimensions in Relationship Management: Exploring Gender and Inclusion in the Nonprofit Organization-Volunteer Relationship
103(21)
Denise Sevick Bortree
8 Navigation and Grounded Communication: Grassroots Strategies for Public Relations Practitioners Working with Underserved Communities
124(17)
Jennifer Vardeman-Winter
9 The Academy for Civic Professionalism: A Case Study in Relationship Management and Stakeholder Engagement
141(13)
Brigitta R. Brunner
Giovanna Summerfield
10 Building Mutually Beneficial Relationships: Recommended Best Practices for Online Grant Making Procedures
154(13)
Giselle A. Auger
11 Disaster Public Affairs Training: A Test of the Crisis-Adaptive Public Information Model
167(18)
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)
185(18)
Erich J. Sommerfeldt
Sifan Xu
13 The Cape Wind Debate: Framing by Energy Activist Groups and Frame Salience for Active Online Audiences
203(16)
Ben Benson
Bryan H. Reber
14 The Influence of Message Source and Cultivation Strategies in a Nonprofit Public Relations Context
219(13)
Liz Gardner
Trent Seltzer
Andrea L. Phillips
Rachel E. Page
15 Public Relations for the Next Generation: An Historical Perspective on Activism on Behalf of Children's Broadcasting Initiatives
232(17)
Rachel Kovacs
16 Digging for Victory Gardens: A Comparative Analysis of the U.K. and U.S. World War II Gardening Campaigns
249(18)
Cheryl Ann Lambert
Part IV New Media Challenges and Opportunities
17 Tweeting Charities: Perceptions, Resources, and Effective Twitter Practices for the Nonprofit Sector
267(14)
Jeanine D. Guidry
Gregory D. Saxton
Marcus Messner
18 Nonprofits' Use of Facebook: An Examination of Organizational Message Strategies
281(15)
Moonhee Cho
Tiffany Schweickart
19 Compassion International and Pinterest: Developing Brand Personality and Demonstrating Stewardship through Visuals
296(14)
Carolyn Mae Kim
John Keeler
20 Foundations: Creating Social Change through Technological Innovation
310(15)
Geah Pressgrove
Brooke Weberling Mckeever
Afterword 325(6)
Richard D. Waters
Contributors 331(8)
Index 339
Richard D. Waters is an associate professor in the University of San Franciscos 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.
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