Master of Arts (MA)
Communication Studies (Communication)
Date of Defense
First Committee Member
Second Committee Member
Don W. Stacks
Third Committee Member
Shannon B. Campbell
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.
Public Relations, Fundraising event, Internet-based communication, Nonprofit
Ji, Yi, "Nonprofit Organization Adopts Internet-Based Communications for Relationship Cultivation—Case Study of a Charity Bike Ride Event" (2013). Open Access Theses. 415.