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| Author: | Waters, R.D. |
| Title: | Applying relationship management theory to the fundraising process for individual donors |
| Journal: | Journal of communication management
2008 : VOL. 12:1, p. 73-87 |
| Index terms: | non-profit organizations fund-raising investor relations public relations health service |
| Freeterms: | channel relationship |
| Language: | eng |
| Abstract: | This research paper concentrates on the relationships and communication between non-profit organizations (hereafter as NOP) and their major donors. A web-based survey of individual donors was used to measure their relationship to a non-profit healthcare organization and to evaluate the differences between the giving levels. The findings are in line with the existing literature of organization - public relationships. The results show that NOP should document their financial and social accountability by providing open, accurate information for their publics. |
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