Publication Date

2013-05-08

Availability

Open access

Embargo Period

2014-05-08

Degree Name

Master of Arts (MA)

Department

Communication Studies (Communication)

Date of Defense

2013-04-30

First Committee Member

Wanhsiu Tsai

Second Committee Member

Don W. Stacks

Third Committee Member

Shannon B. Campbell

Abstract

The purpose of this case study is to provide knowledge of how various stakeholders respond to online communications, including both information contents and distribution tools, of a fundraising event. While organizing a charity bike ride fundraising event, Ronald McDonald House Charities of South Florida utilized the Internet as a primary public relations tool to cultivate relationships with cyclists, volunteers and sponsors. By adopting qualitative content analysis and one-on-one interviews, this study offers important implications on how the best practice of public relations can be integrated in a fundraising event to cultivate relations via the Internet with key stakeholders. The results will also benefit the online public relations management for local NPO chapters in organizing athletic fundraising events.

Keywords

Public Relations, Fundraising event, Internet-based communication, Nonprofit

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