The importance of understanding donor preference and relationship cultivation strategies

Journal of Nonprofit and Public Sector Marketing

Volumn 21, Issue 4, 2009, Pages 327-346

  Waters, Richard D ^a  

^a NORTH CAROLINA STATE UNIVERSITY   (United States)

Author keywords

Co orientation methodology; Fundraising; Nonprofit organizations; Relationship cultivation

Indexed keywords

EID: 77958161866     PISSN: 10495142     EISSN: 15406997     Source Type: Journal    
DOI: 10.1080/10495140802662523     Document Type: Article

References (42)

1. Abzug, R. and Webb, N. J. 1999. Relationships between nonprofit and for‐profit organizations: A stakeholder perspective. Nonprofit and Voluntary Sector Quarterly, 28: 416 – 431.
2. Austin, J. E. 2000. Strategic collaboration between nonprofits and business. Nonprofit and Voluntary Sector Quarterly, 29: 69 – 97.
3. Brennan, L. and Brady, E. 1999. Relating to marketing? Why relationship marketing works for not‐for‐profit organizations. International Journal of Nonprofit and Voluntary Sector Marketing, 4: 327 – 337.
4. Broom, G. M. and Dozier, D. M. 1990. Using research in public relations: Applications to program management, Englewood Cliffs, NJ: Prentice‐Hall.
5. Carmines, E. G. and Zeller, R. A. 1979. Reliability and validity assessment, Newbury Park, CA: Sage Publications.
6. Dee, J. R. and Henkin, A. B. 1997. Communication and donor relations: A social skills perspective. Nonprofit Management Leadership, 8: 107 – 119.
7. DellaVedova, J. 2005. Measuring relationships: A model for evaluating U.S. Air Force public affairs programs Unpublished masters thesis, University of Florida, Gainesville.
8. Dozier, D. M. and Ehling, W. P. 1992. “ Evaluation of public relations programs: What the literature tells us about their effects. ”. In Excellence in public relations and communication management, Edited by: Grunig, J. E. 159 – 184. Hillsdale, NJ: Lawrence Erlbaum Associates.
9. Gilbert, M. C. 1999. “ Interview with Pete Mountanos of Charitable Way. ”. In Nonprofit Online News Retrieved online April 21.
10. Grunig, J. E. and Dozier, D. M. 1992. Excellence in public relations and communication management, Mahwah, NJ: Lawrence Erlbaum Associates.
11. Grunig, L. A., Grunig, J. E. and Dozier, D. M. 2002. Excellent public relations and effective organizations: A study of communication management in three countries, Mahwah, NJ: Lawrence Erlbaum Associates.
12. Hager, M., Rooney, P. and Pollak, T. 2002. How fundraising is carried out in US nonprofit organizations. International Journal of Nonprofit and Voluntary Sector Marketing, 7: 311 – 324.
13. Hall, M. R. 2002. Fundraising and public relations: A comparison of programme concepts and characteristics. International Journal of Nonprofit and Voluntary Sector Marketing, 7: 368 – 381.
14. Hall, M. R. 2006. Corporate philanthropy and corporate community relations: Measuring relationship‐building results. Journal of Public Relations Research, 18 1: 1 – 21.
15. Hibbert, S. and Home, S. 1996. Giving to charity: Questioning the donor decision process. Journal of Consumer Marketing, 13 2: 4 – 13.
16. Hon, L. C. and Grunig, J. E. 1999. Guidelines for measuring relationships in public relations, Gainesville, FL: Institute for Public Relations Research.
17. Hung, C. F. 2000, November. Organization‐public relationships, relationship maintenance strategies, and relationship outcomes Paper presented to the Educator's Academy, Public Relations Society of America, Miami.
18. Hung, C. F. 2002. The interplays of relationship types, relationship cultivation, and relationship outcomes: How multinational and Taiwanese companies practice public relations and organization‐public relationship management in China Unpublished doctoral dissertation, University of Maryland, College Park.
19. Internal Revenue Service. 2006. “ Tax‐exempt organization and other entities listed on the exempt organization business master file, by type of organization and internal revenue code section, fiscal years 2002–2005. ”. In Internal Revenue Service data book 2006, Edited by: Schwartz, R. 55 Washington, DC: Author.
20. Jo, S. 2006. Measurement of organization‐public relationships: Validation of measurement using a manufacturer‐retailer relationship. Journal of Public Relations Research, 18: 225 – 248.
21. Kelly, K. S. 1995. Utilizing public relations theory to conceptualize and test models of fund raising. Journalism and Mass Communication Quarterly, 72 1: 106 – 127.
22. Kelly, K. S. 1998. Effective fund‐raising management, Mahwah, NJ: Lawrence Erlbaum Associates.
23. Ki, E.‐J. and Hon, L. C. 2007. Testing the linkages among the organization‐public relationship and attitude and behavioral intentions. Journal of Public Relations Research, 19 1: 1 – 23.
24. Kotler, P. and Mindak, W. 1978. Marketing and public relations: Should they be partners or rivals?. Journal of Marketing, 42 4: 13 – 20.
25. Light, P. C. 2003, December. To give or not to give: The crisis of confidence in charities. Reform watch 7, Washington, DC: The Brookings Institution.
26. Matheny, R. E. 1999. Major gifts: Solicitation strategies, Washington, DC: CASE Books.
27. Metrick, L. A. 2005. Successful strategies for effective stewardship. New Directions for Philanthropic Fundraising, 49: 29 – 41.
28. Minnesota Council for Nonprofits. 2004. “ Governance Basics. ”. Retrieved online April 21, 2007.
29. Morgan, R. M. and Hunt, S. D. 1994. The commitment‐trust theory of relationship marketing. Journal of Marketing, 58 July: 20 – 38.
30. O'Neil, J. 2007. The link between strong public relationships and donor support. Public Relations Review, 33 1: 99 – 102.
31. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 1988. SERVQUAL: A multiple‐item scale for measuring customer perceptions of service quality. Journal of Retailing, 64 1: 12 – 40.
32. Prince, R. A. and File, K. M. 1994. The seven faces of philanthropy: A new approach to cultivating major donors, San Francisco: Jossey‐Bass Publishers.
33. Ragsdale, J. D. 1995. Quality communication in achieving fundraising excellence. New Directions for Philanthropic Fundraising, 10: 17 – 31.
34. Sargeant, A. 2001. Using donor lifetime value to inform fundraising strategy. Nonprofit Management Leadership, 12 1: 25 – 38.
35. Sargeant, A. and Lee, S. 2004. Donor trust and relationship commitment in the U. K. charity sector: The impact on behavior. Nonprofit and Voluntary Sector Quarterly, 33: 185 – 202.
36. Schwartz, J. J. 2001. “ Fund‐raising overview. ”. In The nonprofit handbook: Fund raising, Edited by: Greenfield, J. M. 2 – 14. New York: John Wiley Sons.
37. Smith, S. R. 2002. “ Social services. ”. In The state of nonprofit America, Edited by: Salamon, L. M. 149 – 186. Washington, DC: Brookings Institution Press.
38. Steinberg, R. and Wilhelm, M. 2003. Tracking giving across generations. New Directions for Philanthropic Fundraising, 42: 71 – 82.
39. Wagner, L. 2002. The ‘new’ donor: Creation or evolution?. International Journal of Nonprofit and Voluntary Sector Marketing, 7: 343 – 352.
40. Waters, R. D. 2008. Applying relationship management theory to the fundraising process for individual donors. Journal of Communication Management, 12 1: 73 – 87.
41. Worth, M. J, ed. 2002. New strategies for educational fund raising, Westport, CT: Praeger Publishers.
42. Zachrison, E. 2005. “ An interview with Erik Zachrison, General Secretary.