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The application of public relations methods in raising funds as utilised in Western Cape non-profit organisations
Author(s)
Nondzube, Thabisa
Date Issued
2011
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The research is based on the use of public relations methods by non-profit
organisations that operate in the city of Cape Town in the Western Cape Province.
The public relations function is often seen as a function that does not appeal to the
bottom line, namely, bringing in profits to organisations. Contrary to this belief, the
stakeholder theory of public relations emphasises the triple bottom line approach,
which focuses on people, planet and profit. The third quarter of the year 2008
brought about an economic downturn in international markets. The repercussions of
the recession that began in 2008 had a ripple effect that had an adverse impact on
non-profit organisations. Not only did some businesses have to close down, but
others had to re-align their purpose and role in society. They had to decide which
causes were worthy of their donations, and whether these were strategically aligned
with what the donor organisation wanted to achieve in their corporate social
investment strategies. One of the sectors that took a knock from the recession was
the third sector, also referred to as non-profit organisations. This sector already
relies on donations from the corporate sector, philanthropists and subsidies from
government. It has become necessary now for the third sector to become creative in
finding methods of sustainability in order to continue to render their services. In the
light of the current global economic crisis, there is now even more pressure for this
sector to be proactive and creative in their methods of raising funds. The research attempts to find out which public relations methods non-profit
organisations are utilising in order to raise funds and whether these methods are of
any assistance in achieving the fundraising goals. The research also tests the
relevance of themes such as relationship management, reputation management and
the impact of consistency of communication with stakeholders.
organisations that operate in the city of Cape Town in the Western Cape Province.
The public relations function is often seen as a function that does not appeal to the
bottom line, namely, bringing in profits to organisations. Contrary to this belief, the
stakeholder theory of public relations emphasises the triple bottom line approach,
which focuses on people, planet and profit. The third quarter of the year 2008
brought about an economic downturn in international markets. The repercussions of
the recession that began in 2008 had a ripple effect that had an adverse impact on
non-profit organisations. Not only did some businesses have to close down, but
others had to re-align their purpose and role in society. They had to decide which
causes were worthy of their donations, and whether these were strategically aligned
with what the donor organisation wanted to achieve in their corporate social
investment strategies. One of the sectors that took a knock from the recession was
the third sector, also referred to as non-profit organisations. This sector already
relies on donations from the corporate sector, philanthropists and subsidies from
government. It has become necessary now for the third sector to become creative in
finding methods of sustainability in order to continue to render their services. In the
light of the current global economic crisis, there is now even more pressure for this
sector to be proactive and creative in their methods of raising funds. The research attempts to find out which public relations methods non-profit
organisations are utilising in order to raise funds and whether these methods are of
any assistance in achieving the fundraising goals. The research also tests the
relevance of themes such as relationship management, reputation management and
the impact of consistency of communication with stakeholders.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.
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