Exploring the Impact of American News Coverage on Crisis Fundraising: Using Media Theory to Explicate a New Model of Fundraising Communication

Abstract

A common tenet of fundraising centers on the connection between donors and specific programs in their communities, where they can see the impact of their donations. However, crisis fundraising runs counter to this model, as individuals donate to provide relief assistance to others throughout the world. This study analyzes the American public's charitable giving in response to the December 2004 Asian tsunami in relation to American media coverage. Analysis of the fundraising totals collected daily by the Center of Philanthropy at Indiana University and archived transcripts of news broadcasts revealed that media coverage does impact traditional giving directly to nonprofit organizations as well as e-philanthropy through third-party outlets, such as Amazon.com and eBay auctions. Based on these findings, the researchers propose a new mediated-crisis model of fundraising that encourages organizations to be proactive in media relations efforts during crisis situations to present the organization's efforts and stories online and through traditional news media.

Keywords:

• fundraising
• crisis communication
• agenda-setting
• relief response