Utilizing Public Relations Theory to Conceptualize and Test Models of Fund Raising

Abstract

Four models of fund raising, conceptualized from public relations theory, were tested in a national survey of 296 fund-raising practitioners. Results show that the models do describe the typical ways fund raising is practiced, and supportive evidence is provided as to their reliability, validity, and accuracy. Press agentry, the oldest and least ethical model, is predominantly practiced today, although fund raisers tend to move toward the two-way symmetrical model when conducting major gifts programs as compared to annual giving programs. Little difference was found in the models as practiced by the six major types of U.S. charitable organizations.