"This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and NGO communication field. It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches
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to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations' strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies." (Publisher description)
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"Social media in China has not only become a popular means of communication, but also expanded the interaction between the government and online citizens. Why have some charitable crowdfunding campaigns had agenda-setting influence on public policy, while others have had limited or no impact? Based
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on an original database of 188 charitable crowdfunding projects currently active on Sina Weibo, we observe that over 80 per cent of long-term campaigns do not have explicit policy aspirations. Among those pursuing policy objectives, however, nearly two-thirds have had either agenda-setting influence or contributed to policy change. Such campaigns complement, rather than challenge existing government priorities. Based on field interviews (listed in Appendix A), case studies of four micro-charities – Free Lunch for Children, Love Save Pneumoconiosis, Support Relief of Rare Diseases, and Water Safety Program of China – are presented to highlight factors that contributed to their variation in public outcomes at the national level. The study suggests that charitable crowdfunding may be viewed as an “input institution” in the context of responsive authoritarianism in China, albeit within closely monitored parameters." (Abstract)
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"The Global NGO Technology Report is a biennial research project that seeks to gain a better understanding of how non-governmental organizations (NGOs) worldwide use technology. Sponsored by Funraise and produced by Nonprofit Tech for Good, the report examines how NGOs use web and email communicatio
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ns, online fundraising tools, social media, mobile technology, and productivity software. Now in its fourth edition, this year’s report provides technology benchmarks for Africa, Asia, Australia and New Zealand, Europe, Latin America and the Caribbean, and the United States and Canada. A global average of the benchmark data—as well as Global NGO Technology Ratings—is also provided." (Page 3)
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"El análisis de contenido y las entrevistas en profundidad han revelado que las redes sociales son utilizadas por las tres ONGD como altavoz para amplificar su mensaje, pero no para construir comunidad e incitar el diálogo. Hay un déficit manifiesto por interpelar a los usuarios y por promover qu
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e estos participen de la evolución de la entidad más allá de donar o de integrarse como voluntario." (Conclusión)
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"Dieser Beitrag gibt einen Überblick über relevante Ansätze und Erkenntnisse zur Koordination und Organisation internationaler PR von NGOs. Darüber hinaus werden Befunde einer empirischen Studie vorgestellt, in der die Öffentlichkeitsarbeit internationaler NGOs vor dem Hintergrund der generisch
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en Prinzipien exzellenter globaler Public Relations untersucht wurde. Eine Online-Befragung von leitenden Kommunikationsverantwortlichen in NGOs ergab zwei Exzellenz-Cluster (exzellente und nicht-exzellente NGOs) und vier Cluster von NGOs mit unterschiedlichen Zentralisierungsgraden ihrer PR-Funktion. Die Ergebnisse zeigen, dass exzellente NGOs mehr Ressourcen für ihre Öffentlichkeitsarbeit aufwenden und häufiger als nicht-exzellente NGOs den kulturellen Kontext in ihre Kommunikationsprogramme einbeziehen." (Zusammenfassung)
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"Non Governmental Organizations (NGO) üben Funktionen der gesellschaftlichen Kontrolle und der Anwaltschaft für Benachteiligte aus; sie agieren zum Teil selbst offensiv oder konfrontativ in der Öffentlichkeit. Mit ihrer zunehmenden öffentlichen Präsenz steigen allerdings auch der Bedarf an Legi
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timation und der Widerstand von Kontrahenten aus Wirtschaft und Politik. Vor diesem Hintergrund geraten auch NGO zunehmend in den Blickwinkel öffentlicher Kritik. Ihr eigener ethisch-normativer Anspruch, der ihnen im Alltag einen Aufmerksamkeitsvorteil verschafft, macht sie im Krisenfall besonders angreifbar. Hinzu kommen Hemmnisse der institutionellen Logik, weil NGO typischerweise als gemeinnützige Vereine mit aufwändigen Willensbildungsprozessen verfasst sind. Diese Voraussetzungen sollte das Management einer Organisation berücksichtigen, wenn es sich auf Krisenmanagement und -kommunikation vorbereitet." (Zusammenfassung)
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"The results of the questionnaire showed that most Palestinian organizations do think about and deal with media work in general. Since ninety-three percent of the organizations surveyed were already dealing with media, while 58% employed at least one person in a specialist position. Only 32% had a s
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pecialized department dedicated to media work. In terms of a specific strategic approach to media, 61% of the organizations who took part in the questionnaire had a strategic plan for dealing with media; 51% had an annual work plan. However, only 42% stated that they allocated an annual budget for media. In other words, they used funds which are not deducted from project grants. Turning to social media usage, we found that 70% of the organizations tried to finance content through their networks at least once, whereas fifty-four percent of the organizations launched digital awareness campaigns on social media platforms; forty-nine percent of these digital campaigns were part of a media plan. Looking at the prevalence of social media platforms and how they are most widely used, we found that all organizations, even the ones with no website, usually had a Facebook account. In fact, 100% of the organizations surveyed had a Facebook account, hence this was not subject to testing in relation to the other influencing factors. YouTube followed with 75% of the organizations having an account. Fifty-one percent of the organizations had a Twitter account, while 27% had an Instagram account and 18% had a LinkedIn account. Two of the organizations used Soundcloud and two others used Flickr. Vimeo and Google+ were only used by a single organization for each one." (Results and conclsions, page 56-7)
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"Throughout the 2000’s, NGOs experimented with promoting “Donate Now” buttons and online donation pages, and through a process of trial and error, learned a winning strategy that still works today. Specifically, NGOs that are successful at online fundraising have embraced a content strategy of
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regularly publishing news articles and blog posts focused on stories of hope and empathy that include a prominent call-togive which are then shared in email updates and fundraising appeals. Posting the same content on social media also inspires online giving, but as of 2018, email is still the most powerful online fundraising tool." (Key findings)
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"Jasmin Fitzpatrick widmet sich aus politikwissenschaftlicher Perspektive zivilgesellschaftlichen Organisationen und untersucht, wie diese das Potenzial der neuen Kommunikationskanäle des Web 2.0 nutzen. Im Fokus stehen zum einen ihre Mobilisierung von Unterstützern und zum anderen ihre Absicht, d
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urch soziale Medien die Agenda zu besetzen. Im Zentrum der Analyse stehen zivilgesellschaftliche Organisationen, die sich mit Menschenrechten und humanitärer Hilfe befassen. Methodisch werden quantitative und qualitative Verfahren kombiniert. Die Autorin zeigt, dass gerade kleinere Organisationen das Potenzial der neuen Kommunikationsmöglichkeiten noch nicht ausschöpfen." (Verlagsbeschreibung)
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"This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores how different theoretical paradigms speak of activism in relation to public relations. It focuses on the tactics employed in Turkey during the second-wave feminism. The bo
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ok analyzes how activist groups utilized public relations strategies and tactics during Gezi Demonstrations from 2013. It also focuses on the social movements and contentious politics aspect of protest and their progression to a global stage through diffusion, domestication and externalization. The book considers questions about protest, dissent and activist public relations: their definition, their description and their application. It shows that media continues to be an important element in activist communication. The book demonstrates how the activists' use of tactics, such as consciousness raising groups, demonstrations, festivals, petitions, magazines, periodicals and books influenced both policy and cultural changes." (Publisher description)
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"In NGOs as Newsmakers, Matthew Powers analyzes the growing role NGOs play in shaping—and sometimes directly producing—international news. Drawing on interviews, observations, and content analysis, he charts the dramatic growth in NGO news-making efforts, examines whether these efforts increase
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the organizations' chances of garnering news coverage, and analyzes the effects of digital technologies on publicity strategies. Although the contemporary media environment offers NGOs greater opportunities to shape the news, Powers finds, it also subjects them to news-media norms. While advocacy groups can and do provide coverage of otherwise ignored places and topics, they are still dependent on traditional media and political elites and influenced by the expectations of donors, officials, journalists, and NGOs themselves. Through an unprecedented glimpse into NGOs’ newsmaking efforts, Powers portrays the possibilities and limits of NGOs as newsmakers amid the transformations of international news, with important implications for the intersections of journalism and advocacy." (Publisher description)
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"Dieser Beitrag widmet sich dem medienvermittelten Vertrauen in NGOs. Ein auf Basis der Theorie des öffentlichen Vertrauens (Bentele 1994) entwickeltes, inhaltsanalytisches Messinstrument, der NGO-Trust Index (NGO-TI) und die Ergebnis-Visualisierung in der NGO-Trust Map (Wohlgemuth et al. 2013), we
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rden vorgestellt, getestet und diskutiert. Der Methodentest erfolgt anhand einer vergleichenden Fallstudie zur deutschen Sektion des Kinderhilfswerks der Vereinten Nationen (Unicef Deutschland) und der deutschen Umweltstiftung des World Wide Fund for Nature." (Zusammenfassung)
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"This article examines the diverse factors shaping the involvement of non-governmental organisation (NGO) with humanitarian photography, paying particular attention to cooperative relationships with photojournalists intended to facilitate the generation of visual coverage of crises otherwise margina
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lised, or ignored altogether, in mainstream news media. The analysis is primarily based on a case study drawing upon 26 semi-structured interviews with NGO personnel (International Red Cross/Red Crescent Movement, Oxfam and Save the Children) and photojournalists conducted over 2014-2016, securing original insights into the epistemic terms upon which NGOs have sought to produce, frame and distribute imagery from recurrently disregarded crisis zones. In this way, the article pinpoints how the uses of digital imagery being negotiated by NGOs elucidate the changing, stratified geopolitics of visibility demarcating the visual boundaries of newsworthiness." (Abstract)
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"The survey shows that the vast majority of South African nonprofit organisations are seeing positive benefits through using social media. This is despite the fact that more than 80% of NPOs do not allocate a budget for social media, close to 50% said that staff lacked the expertise to manage social
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media, and almost one-third said they have no communications plan to guide their social media work. NPOs reported that they primarily use social media to promote events, communicate with clients and stakeholders, curate news, build communities, and improve their marketing and branding. Facebook and Twitter remain the social networks of choice for NPOs, followed by YouTube, LinkedIn and Google+. However, few LinkedIn and Google+ accounts were found to be active." (Executive summary)
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"[This] report is an inaugural effort to gain a better understanding of how non-governmental organizations (NGOs) worldwide use online technology to communicate with their supporters and donors. Over the last two decades the NGO sector has embraced Internet technology, but at varying speeds based up
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on the Internet infrastructure of the country in which they reside. Social, economic, and political factors in each of the world’s countries have either hastened or hindered the development of Internet infrastructure, yet there is little research that compares NGOs globally and their use of online technology." (Page 2)
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"The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority o
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f research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena." (Publisher description)
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