The application of public relations methods in raising funds as utilised in Western Cape non-profit organisations

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.