The link between strong public relationships and donor support

O’Neil, Julie

doi:10.1016/j.pubrev.2006.11.021

Cited by 43 publications

(25 citation statements)

References 3 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In a study of donors to a nonprofit organization, trust, satisfaction, and commitment were all found to correlate with the number of years donors had provided financial support to the organization (O’Neil, 2007). “Happiness to donate in the future” and “happiness to recommend to others” were positively associated with all four of the relational outcomes defined above (O’Neil, 2007, p. 101).…”

Section: Literature Reviewmentioning

confidence: 99%

Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication

Kelleher

2009

Journal of Communication

329

273

View full text Add to dashboard Cite

Organizations face unique challenges in communicating interactively online with publics that comprise dauntingly large numbers of individuals. This online survey examined the perceptions of people who had experienced interactive communication with a large consumer-tech-industry company via organizational blogs. Those reporting the greatest exposure to the blogs in this study were more likely to perceive the organization as communicating with a conversational voice. Conversational human voice and communicated relational commitment (relational maintenance strategies) correlated positively with trust, satisfaction, commitment, and control mutuality (relational outcomes). Building on prior research, this survey supports a model of distributed public relations-one in which key outcomes of public relations are fostered by a wide range of people communicating interactively while representing an organization.Public relations scholars have heralded the Internet for its potential as a tool for dialogue and two-way communication. If public relations is about mutually beneficial relationships between organizations and publics, then the Internet holds tremendous promise for improving the communication that is an essential part of developing and sustaining such relationships when organizations and publics both have access to online media (Wright, 1998(Wright, , 2001. As Internet technologies emerged on the horizons of public relations scholarship in the 1990s and early 2000s many theorists and researchers were turning their attention to relational outcomes as important goals for public relations work, emphasizing the role of organizational and public behaviors while acknowledging the importance of communication in building and maintaining organization-public relationships (Ledingham, 2003).Many early studies of the Internet and public relations focused on the way large, for-profit companies were using the Web by analyzing the content of their Web

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication

Kelleher

2009

Journal of Communication

329

273

View full text Add to dashboard Cite

show abstract

“…Additionally, the present study reinforces the importance of relationships between nonprofit organizations and their donors. Existing literature has consistently found that relationship quality predicts donating behavior (Kang & Yang, ; O'Neil, ; Waters, , ). The radio personnel in this study did not use the same academic language that scholars use to describe these relationships, but they consistently talked about the need to make listeners feel as if they were a “part” of the station.…”

Section: Discussionmentioning

confidence: 99%

“…There is an empirical link between fundraising and the organization‐stakeholder relationship. One survey of food bank donors found that people who perceived a more positive relationship with the food bank were more willing to continue giving and more willing to encourage their friends and acquaintances to donate, as well (O'Neil, ). Waters () demonstrated that donors to a nonprofit healthcare organization had more positive perceptions than nondonors of their relationship with the organization.…”

Section: Literature Reviewmentioning

confidence: 99%

Best practices in noncommercial radio fundraising: a practitioner perspective

Bentley

2014

J of Philanthropy and Mktg

View full text Add to dashboard Cite

This study uses in‐depth qualitative interviews with radio professionals in the United States to identify best practices for noncommercial radio fundraising. Most noncommercial stations use on‐air pledge drives to solicit donations from listeners, and this is a major source of revenue for these stations. The interview data are analyzed using the constant comparative method. Findings indicate that radio professionals use a variety of fundraising appeals to reach listeners with different motivations for donating. These fundraising appeals have three dimensions: altruism/self‐interest, rational/emotional, and reinforcement/trigger. The data also indicate that noncommercial stations try to foster relationships with their listeners and donors. These relationships are managed through direct communication and through mass communication, which produces parasocial interaction. Copyright © 2014 John Wiley & Sons, Ltd.

show abstract

“…Since then, the theory has resulted in a heuristic line of inquiry, primarily focusing on corporate relationships (see Bruning & Ledingham, 2000a;Kelleher, 2009;Park & Reber, 2008;Saffer, Sommerfeldt, & Taylor, 2013). In general political public relations is well-researched with regard to activist groups (see Dougall, 2006), issue-based nonprofits (see Banning & Schoen, 2007;Bortree, 2010Bortree, , 2011Kang & Yang, 2010;O'Neil, 2007;Waters, 2009;Yang & Taylor, 2010), and government entities (see Bruning, DeMiglio, & Embry, 2006;Bruning, Dials, & Shirka, 2008). Less scholarship has focused on the political organization-public relationship (Karlsson et al, 2013;Levenshus, 2010;Liu et al, 2012;Seltzer et al, 2013;Seltzer & Zhang, 2011;Sweetser & Tedesco, 2014;Wise, 2007).…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the Political Organization-Public Relationship in Terms of Relationship, Personality, Loyalty, and Outcomes Among First-Time Voters

Sweetser

2015

International Journal of Strategic Communication

View full text Add to dashboard Cite

Building on political organization-public relationship research, this survey (N = 610) of first-time voters investigates the role of relationship as an independent variable. Relationship contributes to predicting strength of political party affiliation, alongside personality. Weak relationships appear to be a significant indicator among those who are no longer loyal to their party and cross party lines. Future research should track the path of relationship from these first-time voters to more experienced voters and longer-standing constituents.Correspondence should be sent to Kaye D. Sweetser,

show abstract

The link between strong public relationships and donor support

Cited by 43 publications

References 3 publications

Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication

Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication

Best practices in noncommercial radio fundraising: a practitioner perspective

Exploring the Political Organization-Public Relationship in Terms of Relationship, Personality, Loyalty, and Outcomes Among First-Time Voters

Contact Info

Product

Resources

About