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.