To build theory, a study (the third stage in a program of research) examined encroachment by fund raising on public relations in the nonprofit sector. Two sets of in-depth interviews were conducted with 19 public relations managers in nonprofit organizations in Maryland and Louisiana. The organizations represented in the purposive sample fell into…

Without research, colleges are trying to communicate with and influence the behavior of an unknown audience. With research, one can predict which prospects have the highest probability of giving before soliciting them. Fund-raisers should never stop asking questions about their publics or being creative with ideas. (MSE)

Finds that four models of fund raising, conceptualized from public relations theory, describe the typical ways fund raising is practiced. Shows that press agentry is predominately practiced today, although fund raisers tend to move toward the two-way symmetrical model when conducting major gifts programs as compared to annual giving programs. (SR)

Finds that role as a technician, perception of public relations as a secondary function, organizational turbulence, and dependency on private gifts lead to the takeover of the public relations department by professionals from outside public relations. Theorizes about external and internal factors contributing to this. (SR)

Audio-teleconferencing is a teaching method that can be economically and effectively implemented into public relations education. The University of Southwestern Louisiana, for example, is experiencing a budget crunch and will not increase the number of full-time public relations faculty in the near future, although the number of students…

Investigates the extent to which fund raising is taught in public relations programs. Measures the attitudes and behaviors of educators toward teaching public relations students about fund raising. Concludes that fund raising is a generally accepted topic in public relations curricula, yet receives relatively little attention. (SR)

A public relations model provided the basis for the five-step ROPES college fund-raising model: (1) research on the institution, the funding opportunity, and the publics targeted; (2) objective setting for both office output and program impact; (3) programming to meet those objectives; (4) evaluation of the effectiveness, not just efficiency, of…

A national survey of 175 public relations managers documented fund-raising encroachment (subordination of public relations functions to fund-raising) at 23% of their charitable organizations, with variation in vulnerability among different types (e.g., the public relations function is managed by fund raising at 50% of the private colleges and…