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Fundraising und Public Relations

Fundraising und Public Relations

          
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About the Book

Der Begriff des Fundraising ist in der Bevölkerung nicht sehr geläufig oder aber es gibt keine klaren Vorstellungen davon, was genau hinter diesem Begriff steht. Aktionen wie die Kollekte am Sonntagsgottesdienst in der Kirche, Spenden für die örtliche Feuerwehr oder Spendenaufrufe bei Naturkatastrophen sind in unserem Alltag verbreitet. Auch Plakate, Fernsehspots oder Spendengalas, z.B. von Caritas oder Greenpeace, zählen hierzu. Oft bleibt allerdings unbemerkt, dass diese Instrumente in ein systematisches Fundraising-Konzept eingebunden sind. Fundraising ist ein relativ junges Feld, das in den letzten Jahren zunehmend professionalisiert wurde. Obwohl der Sektor des Fundraising und der Non-Profit-Markt zunehmend wachsen, gibt es wenig Literatur dazu. Generell wird Nonprofit-PR (im Vergleich zu Profit-PR) wenig in der Fachliteratur beachtet. Hier gibt es noch Forschungsbedarf. Auch Grenzen und Gemeinsamkeiten zwischen Fundraising und Public Relations werden in der Fachliteratur kaum beachtet. Diese Arbeit versucht hier Abhilfe zu schaffen. Neben den Fragen "Was ist Fundraising?", "Wie sieht der Non-Profit-Sektor aus?" und "Wie hängen Fundraising und Public Relations zusammen?", werden die unterschiedlichen Dimensionen, welche die Arbeit eines "Fundraisers" beeinflussen, beleuchtet. Neben Management-Themen betrifft dies auch ethische Fragen. Es zeigt sich, dass Fundraising ein interdisziplinäres und komplexes Thema ist und eine klare thematische Abgrenzung in der Praxis meist unmöglich erscheint. Diesen Aspekt greift der zweite Teil der Arbeit auf, in dem das theoretisch angeeignete Wissen in einem Kommunikationskonzept für den gemeinnützigen Verein INGEAR praktisch umgesetzt wird. Es lässt sich klar festhalten: erfolgreiches Fundraising ist abhängig von einer guten Medienpräsenz ebenso wie von gutem Management einer Nonprofit-Organisation.
About the Author: Nicole Benl, B.A., geboren 1989 in Altötting, schloss 2011 erfolgreich ihr Studium der Kommunikationswissenschaft an der Universität Salzburg mit dem "Bachelor of Arts" ab, bevor sie für das Masterstudium an die Ludwig-Maximilians-Universität in München wechselte. Um neben dem Studium auch Praxiserfahrung zu sammeln, engagiert sich die Autorin seit 2010 für den gemeinnützigen Verein INGEAR (INitiative GEgen ARmut e.V.). Dort ist sie hauptsächlich für die PR- und Öffentlichkeitsarbeit zuständig. In diesem Zusammenhang entstand auch die Idee, sich näher mit der Thematik Fundraising zu beschäftigen, woraus die Bachelorarbeit entstand.


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Product Details
  • ISBN-13: 9783863411329
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 86
  • Series Title: German
  • Weight: 113 gr
  • ISBN-10: 3863411323
  • Publisher Date: 08 Feb 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm


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