Saving Face or Saving Society?

Abstract

This paper examines private sector models imported to the public sector in the context of nonprofit fundraising. A review of current literature finds bottomline approaches to management ineffective in nonprofit organizations, but indicates prescriptive benefits of public relations/marketing strategies. Research cautions that nonprofits must not conduct excessive fundraising and should carefully manage donor-fundraiser relationships. Future studies are needed to explore fundraising and should carefully manage donor-fundraiser relationships.