Thinking critically about fundraising: Using communication activism scholarship to facilitate brainstorming and reflection in a public relations course

Abstract

Faculty who are interested in activism and social justice often struggle with how to integrate principles of community activism into courses that have been traditionally designed to prepare students for careers in the corporate world. Most public relations textbooks now dedicate a section or chapter to corporate social responsibility due to its impact on corporate image and reputation. Some textbooks will include a chapter on advocacy and nonprofits, but a look at most public relations textbooks show a scarcity of innovative approaches on how to integrate principles of activism and social justice into the teaching of common public relations practices. In the absence of textbooks that have taken this approach, this exercise shows how recent scholarship in communication activism can be used in the classroom as a tool to teach these principles and guide reflection on common public relations practices such as event planning and fundraising.

Courses: Public Relations, Strategic Communication

Objectives: This activity was designed to get students to think critically about planning and executing fundraising events for nonprofit organizations. By reading a case study and reflecting on its application to their own fundraising ideas, students are able to understand the implications of even the smallest decisions in the event planning process.