n Communicare : Journal for Communication Sciences in Southern Africa - The Role of Strategic Communication Management in the Fund-raising Environment : an Exploratory Study, R. Seymour : research forum

Volume 21, Issue 2
  • ISSN : 0259-0069



This study is exploratory in nature, and strategic communication management in relation to its applicability in the fund-raising environment is the major concept of this study. There are different ideas about the involvement of public relations in fund-raising. Some say fund-raising cannot function without public relations and others say that only the techniques of public relations are used. According to this study, fund-raising organisations have to go beyond the role of communication in fund-raising - they have to manage strategic communication in their organisations in order to increase and sustain fund-raising in the long term.

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