ERIC Number: EJ648560
Record Type: Journal
Publication Date: 2002
Reference Count: N/A
The Critical Role of Stewardship in Fund Raising: The Coaches vs. Cancer Campaign.
Worley, Debra A.; Little, Jennifer K.
Public Relations Review, v28 n1 p99-112 Feb 2002
Examines the critical role of stewardship in the process of fund raising. Uses the Coaches vs. Cancer campaign to illustrate the limitations of the public relations ROPE (research, objectives, planning, and evaluation) model in explaining fund raising success, and supports K.S. Kelly's contention that addition of a fifth step to the model, the stewardship step, better explains campaign effectiveness. (SG)
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A