Date Approved
8-24-2011
Embargo Period
3-3-2020
Document Type
Thesis
Degree Name
M.A. Public Relations
Department
Public Relations/Advertising
College
Ric Edelman College of Communication & Creative Arts
Advisor
FitzGerald, Suzanne
Subject(s)
Nonprofit organizations--Public relations; Relationship marketing
Disciplines
Public Relations and Advertising
Abstract
This study researched relationships between nonprofit organizations and their donors. The researcher looked into the different public relations strategies and tactics that nonprofits use to build and maintain relationships with their donors, and then examined the effectiveness of those strategies and tactics. The study required a content analysis of nonprofit websites to determine the strategies and tactics that nonprofit organizations use to build relationships with their donors. It also included a focus panel of nonprofit donors who discussed which strategies and tactics donors need to establish and maintain and mutually beneficial relationship with a nonprofit organization and which strategies and tactics donors feel are ineffective at creating relationships. The study supported the hypothesis that certain public relations strategies and tactics cause beneficial donor relations particularly among donors considering lapsing. The study also found that the strategies and tactics that best fulfill donor needs either do not appear or lack salience on nonprofit websites.
Recommended Citation
Spack, Justine, "The role of public relations strategies and tactics in building symmetric donor relationships" (2011). Theses and Dissertations. 53.
https://rdw.rowan.edu/etd/53
