From Awareness to Advocacy: Understanding Nonprofit Communication, Participation, and Support

Abstract

This article explores public support for nonprofit organizations by studying a specific fundraising event, Relay For Life, benefiting the American Cancer Society. Using an online survey of undergraduates (N = 514), this research employs the situational theory of publics and the theory of reasoned action to explore communication and participation behaviors related to the health issue and organization. Multiple analyses show how the variables combine to represent a new variable or a continuum that may help explain nonprofit support.