Comparing the two sides of the nonprofit organization-donor relationship: Applying coorientation methodology to relationship management

Public Relations Review

Volumn 35, Issue 2, 2009, Pages 144-146

  Waters, Richard D ^a  

^a NORTH CAROLINA STATE UNIVERSITY   (United States)

Author keywords

Coorientation methodology; Fundraising; Nonprofit organizations; Relationship management

Indexed keywords

EID: 63149182027     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.pubrev.2009.01.011     Document Type: Article

References (6)

1. Ferguson (1984, August). Building theory in public relations: Interorganizational relationships as a public relations paradigm. Paper presented to the Association for education in Journalism and Mass Communication. Gainesville, FL.
2. Hon, L. C., & Grunig, J. (1999). Guidelines for measuring relationships in public relations. Available: http://www.instituteforpr.com/pdf/1999_guide_measure_relationships.pdf.
3. Kelly K.S. Effective fund-raising management (1998), Lawrence Erlbaum Associates, Mahwah, NJ
4. Light P.C. To give or not to give: The crisis of confidence in charities. Reform watch 7 (2003, December), The Brookings Institution, Washington, DC
5. Sargeant A., and Lee S. Donor trust and relationship commitment in the U.K. charity sector: The impact on behavior. Nonprofit and Voluntary Sector Quarterly 33 2 (2004) 185-202
6. Seltzer T. Measuring the impact of public relations: Using a coorientational approach to analyze the organization-public relationship (2005), Institute for Public Relations Research, Gainesville, FL