ABSTRACT
This is the first scholarly work to place the function of fund raising within the field of public relations, redefining it as a specialization responsible for the management of communication between a charitable organization and its donor publics. Combining her academic interest in communication with her experience as a fund raiser, the author has produced one of the few critical studies on fund raising, challenging current perspectives and employing systems theory and the concept of organizational autonomy to lead to a new and different approach. Until now, fund raising has been an anomaly, without an academic home and with few general theories to guide practitioner behavior. This book theoretically grounds fund raising and develops a theory that provides a fuller understanding of one of the fastest growing occupations in the nonprofit sector.
TABLE OF CONTENTS
chapter Chapter 2|40 pages
The Problem Prompting the Book
part I|94 pages
Current Perspectives of Fund Raising: Confusing Definitions, Sporadic Research, and Myths
part II|132 pages
Systems Theory and Autonomy
part III|76 pages
Shifting the Public Relations Paradigm: Approaching Fund Raising From a Different Perspective
part IV|108 pages
Using Public Relations Theories as Analytical Tools for Explaining Fund Raising
part V|26 pages
A Theory of Donor Relations: Conclusions and Directions for Future Research