Public Relations in the Nonprofit Sector: Theory and Practice

366 Pages·2014·1.201 MB·English

by  Richard D. Waters

Public Relations in the
Nonprofit Sector
Nonprofi t 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 understud-
ied. Budgetary and staffi ng 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 top-
ics important to the management of nonprofi t organizations, including crisis
management, communicating to strengthen engagement online and offl ine,
and recruiting and retaining volunteer and donor support.
Richard D. Waters is an associate professor in the University of San Francis-
co’s School of Management. Author of more than 75 peer previewed articles
and book chapters, he is the associate editor of C ase Studies in Strategic
Communication and serves on seven editorial review boards.
Routledge Research in Public Relations
1 Classical Rhetoric and Modern 4 The Bauhaus and Public
Public Relations Relations
An Isocratean Model Communication in a Permanent
Charles Marsh State of Crisis
Patrick Rössler
2 Public Relations, Activism, and
Social Change 5 Public Relations and Religion in
Speaking Up American History
Kristin Demetrious Evangelism, Temperance, and
Business
3 Ethical Practice of Social Media Margot Opdycke Lamme
in Public Relations
Edited by Marcia W. DiStaso and 6 Public Relations in the
Denise Sevick Bortree Nonprofit Sector
Theory and Practice
Edited by Richard D. Waters
Public Relations in the
Nonprofit Sector
Theory and Practice
Edited by Richard D. Waters
First published 2015
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group,
an informa business
© 2015 Taylor & Francis
The right of the editor to be identified as the author of the editorial
material, and of the authors for their individual chapters, has been asserted
in accordance with sections 77 and 78 of the Copyright, Designs and
Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilized in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Public relations in the nonprofit sector : theory and practice / edited by
Richard D. Waters.
pages cm. — (Routledge research in public relations ; 6)
Includes bibliographical references and index.
1. Nonprofit organizations—Public relations. 2. Fund raising.
3. Nonprofit organizations—Management. I. Waters, Richard D., 1976–
HD62.6.P83 2015
659.2′88—dc23
2014045190
ISBN: 978-1-138-79508-2 (hbk)
ISBN: 978-1-315-75868-8 (ebk)
Typeset in Sabon
by Apex CoVantage, LLC
This book is dedicated to those individuals working in the
nonprofi t and nongovernmental sector who fi ght for social
justice on a daily basis.
This page intentionally left blank
Contents
List of Figures xi
List of Tables xiii
Foreword by Richard D. Waters xv
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
NATALIE T. J. TINDALL, RICHARD D. WATERS, AND KATHLEEN S. KELLY
2 Relying on Divine Intervention? An Analysis of
Church Crisis Management Plans 19
HILARY FUSSELL SISCO, RANDI PLAKE, AND ERIK L. COLLINS
3 PR Capacity on Nonprofit Boards 33
TIMOTHY PENNING
4 The Billion-Dollar Question: Examining the Extent of
Fundraising Encroachment on Public Relations in
Higher Education 50
CHRISTOPHER WILSON AND SARABDEEP K. KOCHHAR
5 Alumni Commitment, Organization–Public
Relationships, and Ethics 66
SHANNON A. BOWEN AND DIANA C. SISSON
viii Contents
6 Race for Crisis Control: Attitudes and Giving Responses
after Susan G. Komen for the Cure Pulled Planned
Parenthood Funding 84
EMILY S. KINSKY, R. NICHOLAS GERLICH, KRISTINA DRUMHELLER,
AND MARC SOLLOSY
Part II
Stakeholder Relations
7 New Dimensions in Relationship Management:
Exploring Gender and Inclusion in the Nonprofit
Organization–Volunteer Relationship 103
DENISE SEVICK BORTREE
8 Navigation and Grounded Communication:
Grassroots Strategies for Public Relations Practitioners
Working with Underserved Communities 124
JENNIFER VARDEMAN-WINTER
9 The Academy for Civic Professionalism: A Case Study
in Relationship Management and Stakeholder Engagement 141
BRIGITTA R. BRUNNER AND GIOVANNA SUMMERFIELD
10 Building Mutually Beneficial Relationships:
Recommended Best Practices for Online Grant
Making Procedures 154
GISELLE A. AUGER
11 Disaster Public Affairs Training: A Test of the Crisis-Adaptive
Public Information Model 167
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
ERICH J. SOMMERFELDT AND SIFAN XU
13 The Cape Wind Debate: Framing by Energy Activist
Groups and Frame Salience for Active Online Audiences 203
BEN BENSON AND BRYAN H. REBER
Contents ix
14 The Influence of Message Source and Cultivation Strategies
in a Nonprofit Public Relations Context 219
LIZ GARDNER, TRENT SELTZER, ANDREA L. PHILLIPS, AND RACHEL E. PAGE
15 Public Relations for the Next Generation: An Historical
Perspective on Activism on Behalf of Children’s
Broadcasting Initiatives 232
RACHEL KOVACS
16 Digging for Victory Gardens: A Comparative Analysis of
the U.K. and U.S. World War II Gardening Campaigns 249
CHERYL ANN LAMBERT
Part IV
New Media Challenges and Opportunities
17 Tweeting Charities: Perceptions, Resources, and
Effective Twitter Practices for the Nonprofit Sector 267
JEANINE D. GUIDRY, GREGORY D. SAXTON, AND MARCUS MESSNER
18 Nonprofits’ Use of Facebook: An Examination of
Organizational Message Strategies 281
MOONHEE CHO AND TIFFANY SCHWEICKART
19 Compassion International and Pinterest: Developing Brand
Personality and Demonstrating Stewardship through Visuals 296
CAROLYN MAE KIM AND JOHN KEELER
20 Foundations: Creating Social Change through
Technological Innovation 310
GEAH PRESSGROVE AND BROOKE WEBERLING MCKEEVER
Afterword by Richard D. Waters 325
Contributors 331
Index 339