Applying relationship management theory to the fundraising process for individual donors

Journal of Communication Management

Volumn 12, Issue 1, 2008, Pages 73-87

  Waters, Richard D ^a  

^a NORTH CAROLINA STATE UNIVERSITY   (United States)

Author keywords

Channel relationships; Fund raising; Non profit organizations

Indexed keywords

EID: 84993026820     PISSN: 1363254X     EISSN: None     Source Type: Journal    
DOI: 10.1108/13632540810854244     Document Type: Article

References (43)

1. Baker, H. (2005), “Tsunami relief giving”, available at: www.philanthropy.iupui.edu/tsunami_relief_giving_11805.html
2. Broom, G.M., Casey, S. and Ritchey, J. (1997), “Toward a concept and theory of organizationpublic relationships”, Journal of Public Relations Research, Vol. 9 No. 2, pp. 8393.
3. Broom, G.M., Casey, S. and Ritchey, J. (2000), “Concept and theory of organisationpublic relationships”, in Ed. Ledingham, J.A. and Ed. Bruning, S.D. (Eds), Relationship Management: A Relational Approach to the Study and Practice of Public Relations, Lawrence Erlbaum, Mahwah, NJ.
4. Bruning, S.D. and Galloway, T. (2003), “Expanding the organisationpublic relationship scale: exploring the role that structural and personal commitment play in organisationpublic relationships”, Public Relations Review, Vol. 29 No. 3, pp. 309319.
5. Bruning, S.D. and Ledingham, J.A. (1999), “Relationships between organisations and publics: development of a multidimensional organisationpublic relationship scale”, Public Relations Review, Vol. 25 No. 2, pp. 157170.
6. Bruning, S.D., Langenhop, A. and Green, K.A. (2004), “Examining cityresident relationships: linking community relations, relationship building activities, and satisfaction evaluations”, Public Relations Review, Vol. 30 No. 3, pp. 335345.
7. Burlingame, D.F. and Hulse, L.J. (1991), Taking Fund Raising Seriously, JosseyBass, San Francisco, CA.
8. Coombs, W.T. (2001), “Interpersonal communication and public relations”, in Ed. Heath, R.L. (Ed.), Handbook of Public Relations, Sage, Thousand Oaks, CA.
9. DellaVedova, J.P. (2005), “Measuring relationships: a model for evaluating US air force public affairs programs”, unpublished Master's thesis.
10. Ferguson, M.A. (1984), “Building theory in public relations: interorganisational relationships as a public relations paradigm”, paper presented at the Public Relations Division, Association for Education in Journalism and Mass Communication Annual Convention, Gainesville, FL, August.
11. Giving USA Foundation (2007), Giving USA 2007: The Annual Report on Philanthropy for the Year 2006, Giving Institute, Glenview, IL.
12. Grace, K.S. and Wendroff, A.L. (2001), High Impact Philanthropy: How Donors, Boards, and Nonprofit Organisations Can Transform Communities, John Wiley & Sons, New York, NY.
13. Grunig, J.E. (2002), “Qualitative methods for assessing relationships between organisations and publics”, available at: www.instituteforpr.com
14. Hall, M.R. (2006), “Corporate philanthropy and corporate community relations: measuring relationshipbuilding results”, Journal of Public Relations Research, Vol. 18 No. 1, pp. 121.
15. Hart, T.R. (2002), “Ephilanthropy: using the internet to build support”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7 No. 4, pp. 353360.
16. Hon, L.C. and Brunner, B. (2002), “Measuring public relationships among students and administrators at the University of Florida”, Journal of Communication Management, Vol. 6 No. 3, pp. 227238.
17. Hon, L.C. and Grunig, J.E. (1999), “Guidelines for measuring relationships in public relations”, available at: www.instituteforpr.com
18. Huang, Y.H. (2001), “OPRA: a crosscultural, multipleitem scale for measuring organisationpublic relationships”, Journal of Public Relations Research, Vol. 13 No. 1, pp. 6190.
19. Jo, S. (2006), “Measurement of organisationpublic relationships: validation of measurement using a manufacturerretailer relationship”, Journal of Public Relations Research, Vol. 18 No. 3, pp. 225248.
20. Kang, S. and Norton, H. (2004), “Nonprofit organisations' use of the world wide web: are they sufficiently fulfilling organisational goals?”, Public Relations Review, Vol. 30 No. 3, pp. 279284.
21. Kelly, K.S. (1998), Effective Fundraising Management, Lawrence Erlbaum Associates, Mahwah, NJ.
22. Kelly, K.S. (2000), “Stewardship: the missing step in the public relations process”, in Ed. Heath, R.L. (Ed.), Handbook of Public Relations, Sage, Thousand Oaks, CA.
23. Ki, E.J. and Hon, L.C. (2007), “Testing the linkages among the organisationpublic relationship and attitude and behavioral intention”, Journal of Public Relations Research, Vol. 19 No. 1, pp. 123.
24. Light, P. (2003), Reform Watch #7: To Give or Not to Give: The Crisis of Confidence in Charities, The Brookings Institution, Washington, DC.
25. Likely, F. (1999 / 2000), “Communication and PR: made to measure”, Strategic Communication Management, Vol. 4 No. 1, pp. 2228.
26. Lindahl, W.E. (1992), Strategic Planning for Fund Raising: How to Bring in More Money Using Strategic Resource Allocation, JosseyBass, San Francisco, CA.
27. Matheny, R.E. (1999), Major Gifts: Solicitation Strategies, CASE Books, Washington, DC.
28. Metrick, L.A. (2005), “Successful strategies for effective stewardship”, New Directions for Philanthropic Fundraising, No. 49, pp. 2941.
29. Neal, K. (2001), A Primer on Nonprofit PR, Pineapple Press, Sarasota, FL.
30. Nudd, S.P. (1993), “Thinking strategically about information”, in Ed. Rosso, H.A. (Ed.), Achieving Excellence in Fund Raising, JosseyBass, San Francisco, CA.
31. Olsen, M. and Frazier, M.M. (2001), “Cultivating online donor relationships through email technology”, New Directions for Philanthropic Fundraising, No. 33, pp. 5971.
32. Olsen, M., Keevers, M.L., Paul, J. and Covington, S. (2001), “Erelationship development strategy for the nonprofit fundraising professional”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 6 No. 4, pp. 364373.
33. Prince, R.A. and File, K.M. (1994), The Seven Faces of Philanthropy, JosseyBass, San Francisco, CA.
34. Rosso, H.A. (1993), Achieving Excellence in Fund Raising, JosseyBass, San Francisco, CA.
35. Salamon, L.M. (2002), The State of Nonprofit America, Brookings Institution, Washington, DC.
36. Sargeant, A. and Jay, E. (2004), “Reasons for lapse: the case of facetoface donors”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 9 No. 2, pp. 171182.
37. Sinickas, A. (2004), “Measuring public relationships”, Strategic Communication Management, Vol. 8 No. 6, pp. 1213.
38. Steinberg, R. and Wilhelm, M. (2003), “Tracking giving across generations”, New Directions for Philanthropic Fundraising, No. 42, pp. 7182.
39. Thatcher, M. (2005), “Relationship manager: the next stage of evolution”, Strategic Communication Management, Vol. 9 No. 4, pp. 23.
40. Wagner, L. (2002), “The ‘new’ donor: creation or evolution?”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7 No. 4, pp. 343352.
41. Wallace, N. (2001), “Online giving soars as donors turn to the internet following attacks”, Chronicle of Philanthropy, Vol. 13 No. 24, 4 October, p. 22.
42. Waters, R.D. (2007), “Nonprofit organisations' use of the internet: a content analysis of communication trends on the internet sites of the Philanthropy 400”, Nonprofit Management & Leadership, Vol. 18 No. 1, pp. 5972.
43. Worth, M.J. (2002), New Strategies for Educational Fund Raising, Praeger Publishers, Westport, CT.