期刊
JOURNAL OF PHILANTHROPY AND MARKETING
卷 -, 期 -, 页码 -出版社
WILEY
DOI: 10.1002/nvsm.1762
关键词
dialogue; ethics of care; fundraising; nonprofits; relationship management; stewardship
类别
This article proposes the ethical concept of communication through dialogue as a foundation for nonprofit fundraising, focusing on nurturing relationships.
At its core, fundraising is relationship building. Therefore, ethical fundraising requires cultivating genuine, care-based relationships between various stakeholders by considering relational goals and communicative practices. We advance an ethics of care-oriented approach toward fundraising based in nurturing authentic relationships with multiple organizational stakeholders, including donors, employees, beneficiaries, and volunteers. Drawing upon ethics of care and stewardship scholarship based in public relations, the purpose of this article is to propose relational care in communication through dialogue as an ethical springboard of nonprofit fundraising.
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