ERIC Number: EJ508159
Record Type: CIJE
Publication Date: 1995
Reference Count: 0
Utilizing Public Relations Theory to Conceptualize and Test Models of Fund Raising.
Kelly, Kathleen S.
Journalism and Mass Communication Quarterly, v72 n1 p106-27 Spr 1995
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)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Authoring Institution: N/A