This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field.
It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations’ strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies.
The handbook is essential reading for scholars, educators, and advanced students in nonprofit and NGO communication within public relations and strategic communication, organizational communication, sociology, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector.
Introducing nonprofit communication and mapping the research field Part I Democracy and civil society Chapter 1.1 Histories of the nonprofit and philanthropic sector Chapter 1.2 Communication for development and social change Chapter 1.3 NGO-ization of civil society Chapter 1.4 NGO-ization of solidarity in the digital age Chapter 1.5 Civic relations: Socio-communicative collective action Chapter1.6 Public interest communication: a pragmatic approach Chapter 1.7 Humanitarian communication Part II Communication, organizations and publics Chapter 2.1 A constitutive approach to nonprofit communication Chapter 2.2 Organizational listening and the nonprofit sector Chapter 2.3 Integrated marketing communication management for nonprofit organizations Chapter 2.4 Communication monitoring and evaluation in the nonprofit sector Chapter 2.5 Fundraising and relationship cultivation Chapter 2.6 Granting organizations Chapter 2.7 Communicating organizational change to nonprofit stakeholders Chapter 2.8 Nonprofit and government relations Chapter 2.9 Companies and human right activists’ engagement Part III Strategic communication, strategies and discourses Chapter 3.1 A conceptual approach for strategic communication: The ITNC Chapter 3.2 Internal branding in the nonprofit sector Chapter 3.3 Narratives and emotion in social entrepreneurship communication Chapter 3.4 Storytelling and memes: affordable and effective new media trends for small civil society organizations Chapter 3.5 Lobbying and the nonprofit sector Chapter 3.6 Open justice and court communication Chapter 3.7 Semiotic analysis of environmental communication campaigns Chapter 3.8 Eco-art as discourse driver Chapter 3.9 Positive communication and public relations in the nonprofit sector Part IV Nonprofit communication, campaigns and case studies Chapter 4.1 Balancing collective action and connective action in new food cooperatives: Fertile ground for transformative change? Chapter 4.2 Local NGO e-communication on environmental issues Chapter 4.3 The grassroots women water collective in India Chapter 4.4 The role of communication within a domestic violence context during a lockdown Chapter 4.5 Fundraising strategies during pandemic challenges Chapter 4.6 Communication and activist literacy for social change in feminist movements Chapter 4.7 Value-informed communication in nonprofit campaigns Chapter 4.8 Identifying and classifying stakeholders in Spanish nonprofit organizations Chapter 4.9 Activism and social media: case studies from Greece’s economic crisis
Gisela Gonçalves is a professor and director of the Masters in Strategic Communication program at the University of Beira Interior and associated researcher at LabCom, Portugal. Evandro Oliveira is a Serra Hunter professor at the Autonomous University of Barcelona (UAB), Spain and researcher at LabCom, Portugal.
Reviews for The Routledge Handbook of Nonprofit Communication
"""The Routledge Handbook of Nonprofit Communication is an important addition to the literature. The book examines nonprofit communication from various perspectives – critical, structural, and strategic – and it also provides the reader with reading focused on practical application. It will be an excellent addition to any personal or institutional library."" Brigitta R. Brunner, Auburn University, USA"
