Responsible Advocacy for Nonprofit Organizations

Abstract

N organizations occupy an important place in American society. Commonly referred to as the “third sector,” after business and government, nonprofits include charitable organizations, social welfare groups, labor and agricultural unions, business leagues, social and political clubs, and other groups that serve a public interest. There are currently more than 1.5 million nonprofit organizations in the United States, and between 20,000 and 30,000 new nonprofits are started each year. Most engage in public relations activities, although the scope of their programs tends to be smaller than those conducted by business and government organizations. Most nonprofit groups have fewer economic resources at their disposal than business and government organizations, which can explain their more limited public relations programs. Professional public relations programs can be quite costly, especially if video news releases (VNRs), special events, or other major outreach programs are planned, and corporations and government agencies tend to have the deepest pockets. Nonprofits, on the other hand, generally operate with limited budgets; just 26% of all nonprofits earn more than $25,000 per year. Prior research supports the contention that public relations efficacy is inextricably tied to economic