After reading this chapter, students should be able to:
Differentiate between a for-profit and nonprofit organization. Knowledge of how for-profit and nonprofit organizations distinguish monies that are not spent on overhead or operating expenses. |
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Understand the scope and roles of nonprofit organizations within society. Knowledge of how many different types and organizations exist in the nonprofit environment. |
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Detail the major types of nonprofit organizations and the activities each organization supports. Knowledge of the different public relations efforts from organizations serving health and human services, membership associations, educational institution, religious institutions and other types of nonprofit missions. |
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Define the challenges facing nonprofit public relations practitioners. Knowledge of the difficulty faced by nonprofit public relations practitioners when dealing with challenging issues such as name recognition, funding competition, scandals, multiple publics, financial resources and brand equity. |
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Understand the factors for becoming a successful practitioner of nonprofit public relations. Knowledge of the factors successful nonprofit public relations practitioners use to meet the organization's public relations goals. |
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Outline the role of evaluation in nonprofit public relations. Knowledge of the evaluation techniques used by public relations practitioners in nonprofit organizations. |