Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational Supports

The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of awareness of organizational relationship-building activities in beliefs about OPR outcomes and on the intention to engage in relationship-building, such as giving donations. In addition, this study found that OPR outcomes play a critical role in connecting such effects of awareness to the intention of supportive behaviors.     

Nonprofit relationship management: Extending the organization-public relationship to loyalty and behaviors

Through a survey of organizational stakeholders (N = 660), this study contributes to the understanding of nonprofit public relations in three key areas. First, a new five-factor scale to measure perceptions of the relationship cultivation strategies of stewardship was tested. Second, group differences between organization stakeholder types were explored. Third, a new working model that extends previous organization-public relationship (OPR) models to include variables of loyalty and behavioral intentions was advanced. Findings revealed theoretical, measurement, and practical applications.     

The communicative power of nonprofit actions and values: A pilot study of dialogic stewardship

The following study seeks to expand and advance stewardship theory in public relations by incorporating tenets of dialogic and contingency theories to propose dialogic stewardship. Given fundraising trends and a theoretical shift in public relations to reconsider relational outcomes beyond organizational performance, the study re-centers stewardship on donor preferences and highlights the need to co-create stewardship strategies with donors to nonprofit organizations. After defining dialogic stewardship and how it helps to address “negative spaces” in donor-nonprofit relationships, the study puts forth a measurement model incorporating donor perspectives by using quantitative scale development processes. Analysis suggests dialogic stewardship consists of five dimensions: Reporting on Responsibility, Strategic Recognition, Organizational Values, Financial Management, and Engagement. The conclusion explains how these dimensions build public relations theory by deliberately bringing stewardship and dialogue together.     

Measuring stewardship in public relations: A test exploring impact on the fundraising relationship

Though scholars have explored the impact symmetrical relationship maintenance strategies from interpersonal and marketing communication in public relations contexts, they have largely ignored stewardship. Explicated by Kelly [Kelly, K. S. (2001a). Stewardship: The fifth step in the public relations process. In R. L. Heath (Ed.), Handbook of public relations (pp. 279–289). Thousand Oaks, CA: Sage] as a core component of the ROPES process of public relations, the “S” or stewardship proposes four elements that foster relationship growth when incorporated into organization's strategic efforts. This study created original scales to measure the impact of reciprocity, responsibility, reporting, and relationship nurturing in the fundraising setting. Results indicate that donors favor these strategies, and path analysis demonstrates they have significant impact on how donors evaluate the nonprofit organization–donor relationship.     

Relationship matters: How government organization-public relationship impacts disaster recovery outcomes among multiethnic communities

Government and emergency management (EM) agencies play a leading role in managing natural disasters. However, it is less well understood how the quality of the relationship between government and various publics may impact long-term disaster-coping and recovery outcomes. Extending the relationship management framework to the context of disaster management, the current study tests the relationships among different ethnic publics’ OPR quality, their communicative behaviors of seeking government and EM information, and disaster-coping outcomes. Results suggest that government OPR quality is positively related to information seeking and major disaster-coping outcomes, including self-efficacy, collective efficacy, and community resilience perceptions. Moreover, the extent to which OPR quality impacts disaster-coping outcomes significantly diverges across ethnic lines. Results provide implications for multicultural relationship management in the context of post-disaster recovery and community building.     

OPR and its corruption of “publics”: A critique

This paper advances existing critiques of the organization-public relationship (OPR) research tradition by explicating the poor ontological conceptualization of publics in OPR research as well as related methodological concerns. The authors critically analyze the publics and OPR literature, furthering past criticisms and raising new questions about the heuristic value of OPR research. The paper points out three major weaknesses of the OPR tradition in its use of publics: (1) serious vacillation in terms resulting in conceptual inconsistencies, (2) inappropriate operationalization of variables and the use of probability sampling, and (3) a lack of insightful context and inclusion of relationship factors in OPR studies, to which publics are inextricably bound. The critique cautions scholars engaged in OPR research to improve their literature reviews and to enlarge their methodologies beyond a narrow scope of relational variables, which are theoretically fragile if not devoid of research value. Finally, the critique suggests the importance of conceptualizing publics in ways that acknowledge their agency.     

Testing the Effectiveness of Fundraiser Job Titles in Charitable Bequest and Complex Gift Planning

Traditional fundraiser job titles are often institution centered, focusing on the benefits of fundraising as “institutional advancement” or “institutional development.” Such institution‐centered job titles may not be as effective with donors given the modern shift toward donor‐centered philanthropy. Alternative job titles can be gift centered (for example, “major gifts”) or donor centered (for example, “donor advising”). A survey of 3,188 respondents tested sixty‐three job titles in four charitable scenarios: a charitable bequest gift, a gift of stock, a gift of real estate, and a charitable gift annuity. Measured by which person donors would be more likely to contact to discuss each donation, the worst‐performing titles were the traditional institution‐focused fundraiser job titles, in particular those using “advancement,” “institutional advancement,” or “development.” This was also true when examining only respondents who had made large gifts ($500+) to a charity. Traditional institution‐focused job titles are both the most commonly used and the worst performing. Nonprofit managers may do well to consider the donor's perspective when selecting job titles for fundraisers rather than following traditional industry practices.     

Looking back,moving forward: A review and reflection of the organization-public relationship (OPR) research

Organization-Public Relationship (OPR), as a key concept addressed in the field of public relations has attracted wide attention in the past three decades. This study presents a comprehensive review of 156 relevant studies from 1998 to 2016 and categorizes them into five main clusters, which include the outcomes, antecedents, mediation, process, and structure of OPR. Findings also identify five gaps in current OPR research such as idealized propositions based on mutual benefits, a lack of research on multi-party relationships, problematic “trust” as the measurement, unilateral self-reported research data, and dominated cross-sectional methods By drawing contingency theory of accommodation and the relationship management theory, this study proposes the concept of contingent organization-public relationship (COPR) for future studies that seek to explore variations of OPR longitudinally.     

The gift-exchange and reciprocity of women in donor-assisted conception

This paper explores the rhetoric of gift‐exchange as it pertains to the donation of ovarian eggs (oocytes) and participation in surrogate pregnancy arrangements. It does so by drawing on the analysis of interviews with New Zealand women engaged in these practices. Contrary to the view that women's reproductive gift‐giving is intrinsically coercive and exploitative, the narrative accounts of donors involved in this research tend to suggest that women's moral identities as ethical subjects are created in the donative process. Despite this, many anxieties and contradictions involving the exchanges of women involved in donor‐assisted reproduction remain. This paper discusses some of these complexities in light of perceptions and theorisations of the gift relationship.     

The major gift donor relationship: An analysis of donors and contributions

Securing major gifts for nonprofit organizations can involve considerable cost. This study examines the relationship developed between 233 major gift donors and the development office at Northwestern University over a five-year period. The results show that the cultivation and solicitation process is usually long, measured in years rather than months, and the extent of the effort varies by type of donor and category of gift. Vignettes describing one of the relationships from each of the five most important categories are presented.     

‘Shopping for Change’: <Emphasis Type="Italic">World Vision Canada</Emphasis> and Consumption-Oriented Philanthropy in the Age of Philanthrocapitalism

According to Charity Intelligence Canada, in 2014, at least 21 Canadian non-profits published a gift catalogue featuring a range of “products”^a that donors could “purchase” for people in need. These charity gift catalogues, along with other shopping-inspired fundraising initiatives, represent a significant shift in the philanthropic arena towards philanthrocapitalism. Using two World Vision Canada campaigns as exemplars, this article offers a critical analysis of what the author calls “consumption-oriented philanthropy”^b—a class of charitable giving that is heavily guided by market principles without involving a consumer product. Unlike purchase-triggered donation campaigns (in which a charitable donation is made when a consumer product is purchased), consumption-oriented philanthropy does not require the purchase of a for-profit commodity; instead, consumption-oriented philanthropy reformulates aid recipients or charitable aid itself into symbolic commodities. By re-framing charitable aid as a pseudo-shopping experience, however, consumption-oriented philanthropy ushers in an entirely different set of values, expectations, and logic that shapes the way in which donors understand and engage in philanthropic giving.     

PR in the ER: Managing internal organization–public relationships in a hospital emergency department

Focusing on a university-affiliated emergency department, this case study investigates the antecedents and outcomes of internal organization–public relationships as well as the cultivation strategies used to manage internal organization–public relationships (OPRs). The case study includes interviews with members of the emergency department's (ED) dominant coalition and focus groups with ED staff, as well as field observations in the ED itself. Findings illustrate that structural and policy antecedents acted as barriers to relationship maintenance, that a reliance on asymmetrical cultivation strategies culminated in poor internal OPRs, and that these poor relationships fostered negative attitudes, non-compliant behavior, and an arguably toxic organizational culture. Also, there was some evidence of symmetrical cultivation strategies (e.g., positivity and networking) fostering positive OPR perceptions among some employees. This case study can be used to guide best practices in internal public relations and answers the call for more research on public relations and health communication. Moreover, the current study suggests avenues for extending the relationship management perspective by considering organizational culture as a possible outcome of internal relationships.     

Redefining sewardship: Examining how Fortune 100 organizations use stewardship with virtual stakeholders

Although Kelly's (2001) stewardship strategies have been discussed conceptually in public relations literature, they have not been examined through scholarly inquiry outside the fundraising realm despite repeated suggestions in relationship management literature. Through content analysis of the Fortune 100 organizations’ websites, this study examines how the four stewardship strategies are used by for-profit corporations. Results indicate that the current conceptualization of stewardship strategies for virtual behavior may be a better representation of relationship cultivation strategies than relying on the adaptation of interpersonal communication strategies to organizations.     

Types and dimensions of organization–public relationships in greater China

Public relations are the major force in the establishment of organization–public relationships (OPRs) in the United States and other countries. This study is a metaresearch that reports a meta-analysis of three studies on relationship management with publics in the greater China area, including mainland China and Hong Kong. A metaresearch is used to gain general and theoretical conclusions on a specific topic by synthesizing research results from similar studies [Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations Research, 7, 163–186]. The purpose of this study is to extend the concepts of relationship management to the Chinese context by investigating the types of relationships between organizations and the Chinese publics and other possible factors that affect the outcomes of the relationships. This article first provides a brief literature review on relationship management of public relations. It is followed by a report of the result analysis of the three studies in relation to OPR types and cultivation strategies. Finally, the research results, their implications, and future research directions will be discussed.     

A public health crisis in the university: Impact of crisis response strategies on universities’ transparency and post-crisis relationships during COVID 19 pandemic

During the COVID 19 pandemic, one of the most critical tasks of the university was to effectively communicate with students, faculty, and staff members. This study aims to explore perceived universities’ crisis response messages during the pandemic and examine the effectiveness of each response strategy on public relations outcomes. A survey with 346 university students in the U.S., results showed how defensive and accommodative response strategies differently affected PR outcomes. Accommodative strategies generated higher OPR and greater perceived transparency efforts among students, while several defensive strategies affected students’ negative evaluations on post-crisis OPR and perceived transparency of their universities. Such results revealed valuable insights that make significant contributions to theory and practices in university crisis communication and management, especially when dealing with public health crises that are seen as external locus of control.     

ROUND GIVING: A FIELD EXPERIMENT ON SUGGESTED DONATION AMOUNTS IN PUBLIC‐TELEVISION FUNDRAISING

Direct‐mail fundraisers commonly provide a set of suggested donation amounts to potential donors, in addition to a write‐in option. Standard economic models of charitable fundraising do not predict an impact of suggested amounts on charitable giving. However, our field experiments on direct‐mail solicitations to over 10,000 members of a public television station tell a different story. We find that changing one of the suggested amounts in an ask string from $100 to $95 reduces the number of gifts greater than or equal to $90 by more than 30%. This contrasts with our finding that in three independent comparisons, increasing the entire vector of suggested amounts by 20%–40% reduces the probability of giving by approximately 15%, with little effect on the average size of the gift. Both manipulations lead to a larger proportion of write‐in donations, even as they reduce the number of total gifts. We propose a simple behavioral theory to explain the data: many donors prefer to give round numbers, and donors incur a cognitive cost when choosing to give a nonsuggested amount. (JEL C9, H4)     

Stewardship,credibility and political communications: A content analysis of the 2016 election

Public participation in the democratic process and trust in elected leaders are both declining. Drawing on research from the fields of public relations and communications, this content analysis examines political communication through the lens of credibility and stewardship, both concepts central to predicting favorable relationship maintenance outcomes. In this analysis of all presidential, Senate and congressional candidates in the 2016 election, findings indicated that candidates more commonly communicate ways to provide support for the campaign (relationship nurturing), than demonstrating that they are worthy of being entrusted by the public. In addition, candidates’ communication primarily centered on the candidate being a credible source, neglecting other strategies for demonstrating credibility (digital and content). While there were no significant differences by party affiliation, incumbents and presidential candidates were more likely to communicate some forms of stewardship and credibility.     

Does Who Decides Really Matter? Causes and Consequences of Personal Financial Management in the Case of Larger and Structural Charitable Donations

We study causes and consequences of financial management in households in the specific case of charitable giving. We test hypotheses using couples in the Giving in the Netherlands Panel Study (n = 1,101). We find that more relationship specific investments lead to deciding on charitable giving as one economic actor. Furthermore, we find that the partner with the highest relative educational resources has most decision making power over charitable donations. Separately deciding couples are smallest charitable donors. Households in which the male partner decides are largest charitable donors when only larger and more structural donations are considered. This can be explained by their more conservative religious denomination.     

Understanding how corporate social responsibility partnership factors influence nonprofit supportive intentions

Public relations literature on corporate social responsibility (CSR) has long detailed the impact of CSR outcomes for corporations. This study seeks to understand how CSR influences the nonprofit partners involved in these initiatives and what types of CSR partnerships lead to nonprofit supportive intentions. This study merges perspectives on organization-public relationships (OPR) with nonprofit management literature. An online 2 (NPO reputation: low vs high) x 2 (partnership duration: short vs. long) x 2 (CSR fit: low vs. high) experiment was conducted. A few key factors emerged in the analysis: Positive nonprofit reputation strongly predicted all OPR outcomes and mission accomplishment. Unexpectedly, the short-duration condition led to more positive outcomes and intentions. Fit did not seem to have a direct effect on outcomes, but the high-fit, short-duration partnership led to increased levels of all outcomes. For mediation, satisfaction and commitment had the strongest indirect effects on nonprofit supportive intentions (donation, volunteer, and word-of-mouth). This study expands the understanding of CSR effects on nonprofit partners, specifically by showing how different CSR partnership types play a role in the relationship-building efforts of nonprofits. Additionally, demonstrating how mission accomplishment can strengthen these relationships helps to disentangle the unique position of nonprofits in CSR, whose reputation and mission are at stake.     

Meanings of Chocolate: Power and Gender in Valentine's Gift Giving

Abstract  Valentine's Day as practiced in contemporary Japan constitutes a cultural puzzle. Comparison of Japanese and American Valentine's Days using data collected through interviews with twenty Japanese and twenty Americans reveals three customs peculiar to the Japanese holiday: an emphasis on chocolate; exclusively women-to-men gift giving; and the prevalence of giving "obligatory chocolate" within offices. Although chocolate companies' promotional activities go a long way toward explaining the first custom and arguably the second, women giving chocolate to male colleagues and supervisors is an adaptation of the original formula made by the participants themselves. Because Valentine chocolate is a highly symbolic gift with the message "I admire you," whether or not they receive chocolate matters to men. By imbuing the gift with meanings which men find difficult to ignore, women are able to enjoy a temporary power over men. The study strongly asserts the cultural freedom people possess in creating new meanings from available codes.