Suchergebnisse

In a ground-breaking departure from existing works, almost all of which are how-to manuals based on anecdotal evidence, this is the first academic textbook on fund raising. By integrating practical knowledge with social science theory and research, it presents a comprehensive approach to the function, from its legal and ethical principles to the managerial process by which gifts are raised. Territory previously uncharted in the literature is explored, such as the historical and organizational contexts of contemporary practice. Explanations of programs, techniques, and publics introduce a new s

This illustrated article shares insights regarding American Indian youths' perceptions of their daily environments with regard to their diet and eating healthily. Researchers used a community-based participatory research method, "photovoice." Fourteen American Indian youth aged 11–14 were given cameras to capture opportunities and barriers to eating healthily in their environments (school, home, and community), culture, and traditional foods and customs. Images highlight challenges in youths' nutritional understanding and environment. The study results suggest gaps in American Indian youths' basic nutritional understanding and opportunities for strategic social marketing to overcome barriers while reinforcing benefits of healthy eating traditions. Insights gleaned can inform future health interventions. Researchers used insights to adapt an established intervention, Cooking with Kids (CWK). Under a larger grant, guided by social and cognitive learning theories, which identifies processes and determinants of health behaviors, CWK aims to increase the intake of healthy foods, particularly fruits and vegetables, and to increase youth nutritional and cooking competencies. This article illustrates the value of photovoice for researchers and decision makers to visualize issues from participants' point of view, specifically the American Indian obesity issue.

The author reports on a data collection study undertaken to provide an overview of the academic landscape of social marketing education. In particular, where academic courses/programs in social marketing are being offered and the pedagogical approaches being used to teach these courses. This article should serve as a resource for faculty planning or currently teaching social marketing courses and for potential students in the field of social marketing.

AbstractMaking the News: A Guide for Nonprofits and Activists, by Jason Salzman. Boulder, Colo.: Westview Press, 1998. 320 pp., $19.95 paper.
Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan, by Janel M. Radtke. New York: Wiley, 1998. 256 pp., $49.95 paper.

Four models of fund raising, conceptualized from public relations theory, were tested in a national survey of 296 fund-raising practitioners. Results show that the models do describe the typical ways fund raising is practiced, and supportive evidence is provided as to their reliability, validity, and accuracy. Press agentry, the oldest and least ethical model, is predominantly 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. Little difference was found in the models as practiced by the six major types of U.S. charitable organizations.

AbstractWhen fundraising encroachment occurs, strategic publics who can affect a charitable organization's success and survival are rarely brought to the attention of trustees because public relations practitioners are denied access to these leaders, and the manager who does have access—the fundraiser—is trained and rewarded to concentrate on donor publics. A national survey documents fundraising encroachment in five of the six major types of charitable organizations. Although only 23 percent of the respondents (N = 175) reported structural encroachment, 40 percent agreed that the senior fundraisers in their organizations had more say in policy decisions than the senior public relations officers. Small but significant correlations were found between encroachment and the extent to which the public relations department has the knowledge and expertise to practice two‐way models of public relations and communications support.