ABSTRACT
Nonprofit 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 understudied. Budgetary and staffing 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 topics important to the management of nonprofit organizations, including crisis management, communicating to strengthen engagement online and offline, and recruiting and retaining volunteer and donor support.
TABLE OF CONTENTS
part I|100 pages
Strategic Management of Nonprofit Organizations
chapter 1|16 pages
A Fractured Glass Ceiling in Fundraising?
chapter 4|16 pages
The Billion-Dollar Question
chapter 6|17 pages
Race for Crisis Control
part II|82 pages
Stakeholder Relations
chapter 7|21 pages
New Dimensions in Relationship Management
chapter 8|17 pages
Navigation and Grounded Communication
chapter 9|13 pages
The Academy for Civic Professionalism
chapter 10|13 pages
Building Mutually Beneficial Relationships
chapter 11|16 pages
Disaster Public Affairs Training
part III|82 pages
Public Awareness and Advocacy
chapter 12|18 pages
Legitimation Strategies in Radical Activist Issues Management
chapter 13|16 pages
The Cape Wind Debate
chapter 15|17 pages
Public Relations for the Next Generation
chapter 16|16 pages
Digging for Victory Gardens
part IV|60 pages
New Media Challenges and Opportunities