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Journal of Public Relations Research Volume 25, 2013 - Issue 4: Public Relations and Nonprofit Organizations
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ARTICLES

From Awareness to Advocacy: Understanding Nonprofit Communication, Participation, and Support

Brooke Weberling McKeever School of Journalism & Mass Communications, University of South CarolinaCorrespondence[email protected]
Pages 307-328 | Published online: 02 Aug 2013
 
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Abstract

This article explores public support for nonprofit organizations by studying a specific fundraising event, Relay For Life, benefiting the American Cancer Society. Using an online survey of undergraduates (N = 514), this research employs the situational theory of publics and the theory of reasoned action to explore communication and participation behaviors related to the health issue and organization. Multiple analyses show how the variables combine to represent a new variable or a continuum that may help explain nonprofit support.

Notes

Note. *Correlation is significant at p < .01.

Note. Adjusted R 2 = .448.**p < .01, ***p < .001.

Note. Adjusted R 2 = .436.***p < .001.

Note. Adjusted R 2 = .645.

*p < .05, **p < .005, ***p < .001.

Note. Adjusted R 2 = .587, *p < .05, **p < .01, ***p < .001.

a Beta-weights are final with all variables entered.

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