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Advancing Relationship Management Theory. Edition No. 1
VDM Publishing House, Oct 2008, Pages: 236
Scandals in the charitable nonprofit sector have
resulted in decreasing levels of public confidence
in nonprofit organizations. Given the importance of
donors to the sector, it is vital to understand how
these organizations cultivate relationships with
donors to survive sector-wide controversies. The
organization-public relationship framework allows
the current study to assess the health of the
nonprofit-donor relationship while challenging the
traditional research design of organization-public
relationship studies. Through 1,830 surveys
administered to donors and fundraising team members
at three United States nonprofit hospitals, this
study breaks new ground in public relations
scholarship by refining previous relationship
dimensions, adding new cultivation strategies,
measuring both sides of the organization-public
relationship using coorientation methodology, and
measuring the organization-public relationship
across multiple organizations. The results indicate
that the nonprofit-donor relationship is healthy in
terms of the relationship evaluation; however, the
impact of cultivation strategies suggested by public
relations literature varies significantly.
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