From Awareness to Advocacy: Understanding Nonprofit Communication, Participation, and Support

From Awareness to Advocacy: Understanding Nonprofit Communication, Participation, and Support

This article explores public support for nonprofit organizations by studying a specific fundraising event, Relay For Life, benefiting the American Cancer Society. Using an online survey of undergraduates (N = 514), this research employs the situational theory of publics and the theory of reasoned ac...

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Veröffentlicht in:Journal of public relations research 2013-08, Vol.25 (4), p.307-328
1. Verfasser: McKeever, Brooke Weberling
Format: Artikel
Sprache:eng
Schlagworte:
Citizen participation
Community support
Nonprofit organizations
Public relations
Sociology
Studies
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creator McKeever, Brooke Weberling
description This article explores public support for nonprofit organizations by studying a specific fundraising event, Relay For Life, benefiting the American Cancer Society. Using an online survey of undergraduates (N = 514), this research employs the situational theory of publics and the theory of reasoned action to explore communication and participation behaviors related to the health issue and organization. Multiple analyses show how the variables combine to represent a new variable or a continuum that may help explain nonprofit support.
doi_str_mv 10.1080/1062726X.2013.806868
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subjects Citizen participation
Community support
Nonprofit organizations
Public relations
Sociology
Studies
title From Awareness to Advocacy: Understanding Nonprofit Communication, Participation, and Support
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