Toward a better understanding of nonprofit communication management

摘要

Purpose - This study seeks to illustrate shared obstacles and opportunities that US nonprofit communicators face, broadening the understanding of nonprofit communication management beyond fundraising, donor relations, and social media practices. Design/methodology/approach - A total of 35 nonprofit communicators from across the USA were interviewed. The participants represented a variety of nonprofit sizes that address a variety of issues. Findings - The interviews revealed six common challenges that the participants face: politics, laws and regulations, media attention, evaluation, brand recognition, and employee engagement. The interviews also revealed four common opportunities that the participants face: job satisfaction, collaboration, communication value, and professional development. Research limitations/implications - The findings illustrate how nonprofit communicators in the USA address some shared experiences. In doing so, the findings lead to nine valuable areas for future research. Given that the findings are limited to the USA, future research is needed to examine nonprofit communicators' shared experiences in other countries. Practical implications - The study builds on recent research examining how the environment in which communication management is practiced affects communication practices, thereby contributing to theory development that predicts effective communication practices via sector. In addition, the study serves as a call to action for researchers to address pressing management issues identified by nonprofit communicators. Originality/value - The study builds on recent research examining how the environment in which communication management is practiced affects communication practices. In addition, the study serves as a call to action for researchers to address pressing management issues identified by nonprofit communicators.