Tracing the Impact of Media Relations and
Television Coverage on U.S. Charitable
Relief Fundraising: An Application of Agenda-Setting
Theory across Three Natural Disasters
Richard D. Waters
School of Management, University of San Francisco
Fundraising practitioners have often expressed the desire to gain media coverage of their nonprofit
organization because it will result in increased donations. Although this folklore is commonly
believed by many fundraisers, there is little evidence to support this claim. This study uses the
agenda-setting theory as the framework to test whether television news coverage of 3 natural disasters
and the nonprofit organizations working to provide charitable relief in wake of the events results in
increased donations to the nonprofit organizations. Using the 2004 Asian tsunami, 2005’s Hurricane
Katrina, and the 2010 Haitian earthquake to test the public’s response to relief efforts, the study found
little support for increased donations to the 5 leading organizations providing relief in relation to gen-
eric news coverage of the disasters. However, when the organizations were specifically mentioned by
reporters in the newscasts, noticeable same-day spikes were seen in donations to the organizations’
fundraising efforts. Similarly, when organizations were able to place spokespeople in the newscast
to talk about their efforts, increased donations resulted from these proactive media relations efforts.
As 2004 ended, one of the strongest earthquakes on record occurred along the floor of the Indian
Ocean. The resulting tsunami devastated 14 nations’ coastlines and killed more than 250,000
people from these nations and tourists from 54 other countries around the globe. Less than 9
months later, Hurricane Katrina hit the Gulf Coast from central Florida to Texas, causing more
than $108 billion in damage and causing 1,833 confirmed fatalities. In January, 2010, the island
nation of Haiti was rocked by an earthquake measuring seven on the Richter scale, which
government estimates claim resulted in 316,000 deaths and the destruction of 250,000 residences
and 30,000 commercial and government buildings. Despite the widespread geographic distance
between these three locations and the causes of the damage, these three natural disasters share
one thing in common: Within hours of the events, nonprofit organizations began raising funds so
they could provide immediate humanitarian aid to those in need.
Annually, Americans donate close to $300 billion to nonprofit organizations. According to
the Chronicle of Philanthropy, Americans gave $1.6 billion in cash in the year following the
2004 Asian tsunamis, $3.3 billion to 2005’s Hurricane Katrina relief efforts, and $1.4 billion
to the 2010 Haitian earthquake response. More than 130 nonprofit organizations raised funds
Correspondence should be sent to Richard D. Waters, PhD, University of San Francisco, School of Management,
2130 Fulton Street, San Franc ...
Mass Media and the Depoliticization of Personal Experience.docxaryan532920
Mass Media and the Depoliticization of Personal Experience
Author(s): Diana C. Mutz
Source: American Journal of Political Science, Vol. 36, No. 2 (May, 1992), pp. 483-508
Published by: Midwest Political Science Association
Stable URL: http://www.jstor.org/stable/2111487
Accessed: 22-11-2016 19:15 UTC
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted
digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about
JSTOR, please contact [email protected]
Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at
http://about.jstor.org/terms
Wiley, Midwest Political Science Association are collaborating with JSTOR to digitize, preserve and
extend access to American Journal of Political Science
This content downloaded from 129.219.247.33 on Tue, 22 Nov 2016 19:15:23 UTC
All use subject to http://about.jstor.org/terms
Mass Media and the Depoliticization of Personal
Experience*
Diana C. Mutz, Department of Political Science and School of Journalism and
Mass Communication, University of Wisconsin-Madison
This study combines contemporary research on the effects of mass communication with findings
on sociotropic voting to build a general model that explains the origins and effects of economic per-
ceptions. This model is then tested in the context of retrospective personal and social concerns about
unemployment.
Survey evidence suggests that retrospective assessments of unemployment result primarily from
mediated information rather than from direct experiences. Mass media are found to have an "imper-
sonal impact," influencing social, but not personal perceptions of the issue, while personal experi-
ences with unemployment influence exclusively personal-level judgments.
Mass media also influence the weighting of pocketbook as opposed to sociotropic concerns by
means of a "sociotropic priming effect." Rather than priming all considerations that surround eco-
nomic issues, high levels of media exposure to economic news prime the importance of collective
perceptions to political evaluations and decrease the importance of personal concerns.
Early studies of economic influences on voting simply assumed that people
voted their pocketbooks: when national economic conditions worsened, more
citizens experienced economic problems in their own lives, and these people
logically voted against the incumbent party. When empirical findings at the indi-
vidual level failed to support this explanation, research shifted from a focus on
personal economic experiences to an emphasis on "sociotropic" judgments; that
is, individuals' retrospective assessments of economic change at the collective
level (see, e.g., Kinder and Kiewiet 1979, 1981; Schlozman and Verba 1979;
Kinder 1981; Kiewiet 1983).
Perceptions ...
Mass Media and the Depoliticization of Personal Experience.docxaryan532920
Mass Media and the Depoliticization of Personal Experience
Author(s): Diana C. Mutz
Source: American Journal of Political Science, Vol. 36, No. 2 (May, 1992), pp. 483-508
Published by: Midwest Political Science Association
Stable URL: http://www.jstor.org/stable/2111487
Accessed: 22-11-2016 19:15 UTC
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted
digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about
JSTOR, please contact [email protected]
Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at
http://about.jstor.org/terms
Wiley, Midwest Political Science Association are collaborating with JSTOR to digitize, preserve and
extend access to American Journal of Political Science
This content downloaded from 129.219.247.33 on Tue, 22 Nov 2016 19:15:23 UTC
All use subject to http://about.jstor.org/terms
Mass Media and the Depoliticization of Personal
Experience*
Diana C. Mutz, Department of Political Science and School of Journalism and
Mass Communication, University of Wisconsin-Madison
This study combines contemporary research on the effects of mass communication with findings
on sociotropic voting to build a general model that explains the origins and effects of economic per-
ceptions. This model is then tested in the context of retrospective personal and social concerns about
unemployment.
Survey evidence suggests that retrospective assessments of unemployment result primarily from
mediated information rather than from direct experiences. Mass media are found to have an "imper-
sonal impact," influencing social, but not personal perceptions of the issue, while personal experi-
ences with unemployment influence exclusively personal-level judgments.
Mass media also influence the weighting of pocketbook as opposed to sociotropic concerns by
means of a "sociotropic priming effect." Rather than priming all considerations that surround eco-
nomic issues, high levels of media exposure to economic news prime the importance of collective
perceptions to political evaluations and decrease the importance of personal concerns.
Early studies of economic influences on voting simply assumed that people
voted their pocketbooks: when national economic conditions worsened, more
citizens experienced economic problems in their own lives, and these people
logically voted against the incumbent party. When empirical findings at the indi-
vidual level failed to support this explanation, research shifted from a focus on
personal economic experiences to an emphasis on "sociotropic" judgments; that
is, individuals' retrospective assessments of economic change at the collective
level (see, e.g., Kinder and Kiewiet 1979, 1981; Schlozman and Verba 1979;
Kinder 1981; Kiewiet 1983).
Perceptions ...
Economies of help the concept behind the consortium for humanitarian interven...Dr. Chris Stout
Over the past thirty years, interest in volunteerism
and philanthropic support has grown dramatically and the
number of humanitarian organizations has increased worldwide. While this growth benefits those in need to some extent, the industry has become competitive instead of cooperative. Organizations doing similar work end up competing against each other for donor dollars rather than work together to have a greater impact. For this reason, the authors support the development of the Consortium for Humanitarian Intervention, where global humanitarian organizations and donor organizations can work collaboratively rather than competitively to enhance creativity and eliminate inefficiencies in the humanitarian industry.
Running Head Literature Review 1Literatu.docxcowinhelen
Running Head: Literature Review
1
Literature Review
2
Humanitarian Intervention in Libya
Name
Institution
Humanitarian Intervention in Libya
Over the most recent two decades, humanitarianism has encountered gigantic development, as both a field of try and as a point of academic research. In the custom of the International Committee of the Red Cross (ICRC), humanitarianism is customarily connected with unprejudiced, nonpartisan, and autonomous activities embraced to ensure the lives and respect of casualties of the equipped clash and different circumstances of viciousness and to furnish them with help. Following the research that has been doing recently this literature review defines, humanitarianism as the need and desire to relieve human being from suffering (Barnett 2009).
Humanitarianism is of gigantic consequences in contemporary worldwide legislative issues. Around the world, humanitarians help adds up to about 15 billion USD yearly (Global Humanitarian Assistance 2009). There is around 2,600 worldwide guide and improvement offices carrying out their specialty on each landmass and on each side of the globe; nearby and national associations bring the number more like 25,000 (Barnett 2008). In the general population cognizant, humanitarian associations and topics are absolutely ubiquitous. On the TV, on the Internet, in daily papers, and on bulletins, helpful commercials and humanitarianism topics are among the standard methods of experience amongst people groups and generally socially and physically far off universes. It is little pondered, at that point, that researchers and analysts are setting expanding logical weight on humanitarianism.
Simultaneous with the development of the philanthropic segment, the field of humanitarianism investigations has encountered quick advancement, together with its related fields of evacuee studies and improvement considers. Right now, the scene of helpful research comprises of a modest bunch of conspicuous research organizations and focuses of scholastic picking up, including the Feinstein International Center (Tufts University, USA), the Humanitarian Policy Group (Overseas Development Institute, UK), and Humanitarian Outcomes (UK). Philanthropic centered diaries incorporate the Journal of Humanitarian Affairs, Refugee Studies, and Disasters; the grant is additionally distributed in standard scholarly diaries extending from International Organization to Millennium to Voluntas. Throughout the most recent two decades, countless have likewise been distributed on the point. This literature review focuses on one part of this examination, specifically on a determination of vital late strategy centered articles; scholarly work is referenced as fitting.
In spite of the fact that there are special cases to this manage, including a few articles referred to underneath, this must be perceived as a hole. In an extensive part, this finding mirrors the impressively constrained ...
Resources are an integral and necessary component of social movement mobilization.
Media exposure represents an important resource for movements having few
assets. Therefore, many movements consciously seek media attention to enhance
their chance of success. This article argues that media attention often impedes
movement success. The positive or negative outcome of media attention largely
depends on how media agents "frame" movement goals and actions. How the
media frames movement protest is an unknown outcome for a movement. Decisions
about framing depend on several factors, some of which lie outside the
control of movement actors. I use NBC EveningNews coverage of Native American
protest from 1968 - 1979 in an attempt to understand these factors. This case
study shows the dysfunctions of media attention.
Increasingly, scholars have come to see the news media as playing a pivotal role in shaping
whether social movements are able to bring about broader social change. By drawing attention
to movements’ issues, claims, and supporters, the news media can shape the public
agenda by influencing public opinion, authorities, and elites. Why are some social movement
organizations more successful than others at gaining media coverage? Specifically, what organizational,
tactical, and issue characteristics enhance media attention? We combine detailed
organizational survey data from a representative sample of 187 local environmental organizations
in North Carolina with complete news coverage of those organizations in 11 major daily
newspapers in the two years following the survey (2,095 articles). Our analyses reveal that
local news media favor professional and formalized groups that employ routine advocacy tactics,
mobilize large numbers of people, and work on issues that overlap with newspapers’
focus on local economic growth and well-being. Groups that are confrontational, volunteerled,
or advocate on behalf of novel issues do not garner as much attention in local media outlets.
These findings have important implications and challenge widely held claims about the
pathways by which movement actors shape the public agenda through the news media.
A theory of Media Politics was my Oral Presentation subject with Mouna Frikha at ISLG. It was a good performance and I got 18\20 which is a very excellent mark .I greatly appreciate anyone's help.
It was a humble presentation we had today together ;narjes and i did our best to make sure that every body is acknowledged and satisfied...I honestly thank my teacher, partner and all my true freinds
One way to improve your verbal communication is to own your thoughts.docxjuliennehar
One way to improve your verbal communication is to own your thoughts and feelings.
You-language
is a way of speaking that projects responsibility onto another person and tends to be judgmental.
I-language
, on the other hand, is a way of speaking that owns responsibility and is descriptive rather than judgmental. Study the following example:
You-language statement
I-language statement
"You make me so mad!"
"I feel very angry when you interrupt me when I'm telling a story."
Complete the following two parts of your written assignment in one Word document. First, show your skill at translating You-language messages into I-language messages. Secondly, apply this skill to your own communication.
Part 1
Translate the following
You-language
statements into
I-language
messages.
Sentences to be translated:
You are so selfish.
You don't understand a word I'm saying.
You are too nosy; mind your own business.
You totally humiliated me in front of our friends.
You never help me around the house.
Part 2
Think of a You-language statement that you find yourself using when you communicate with a friend, family member, spouse, or romantic partner. Compose a paragraph that explains the situation in which you have used this You-language message. Consider how you would translate this You-language statement into an I-language message.
.
One paragraphHas your family experienced significant upward or .docxjuliennehar
One paragraph:
Has your family experienced significant upward or downward mobility over the past three or four generations? How do you think your values and behavior might differ had you experienced the opposite pattern of mobility? How might it have been different had your family been of a different ethnic or racial origin?
One para:
One of the more interesting topics of study is the area of deviance and social control. Choose a form of deviance with which you are familiar (not necessarily something you’ve done, but something someone you know did) and discuss why society views that behavior as deviant and whether perceptions of that behavior have changed over time. Explain which theory of deviance you think works best for understanding the deviant behavior you’ve chosen to discuss
.
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Economies of help the concept behind the consortium for humanitarian interven...Dr. Chris Stout
Over the past thirty years, interest in volunteerism
and philanthropic support has grown dramatically and the
number of humanitarian organizations has increased worldwide. While this growth benefits those in need to some extent, the industry has become competitive instead of cooperative. Organizations doing similar work end up competing against each other for donor dollars rather than work together to have a greater impact. For this reason, the authors support the development of the Consortium for Humanitarian Intervention, where global humanitarian organizations and donor organizations can work collaboratively rather than competitively to enhance creativity and eliminate inefficiencies in the humanitarian industry.
Running Head Literature Review 1Literatu.docxcowinhelen
Running Head: Literature Review
1
Literature Review
2
Humanitarian Intervention in Libya
Name
Institution
Humanitarian Intervention in Libya
Over the most recent two decades, humanitarianism has encountered gigantic development, as both a field of try and as a point of academic research. In the custom of the International Committee of the Red Cross (ICRC), humanitarianism is customarily connected with unprejudiced, nonpartisan, and autonomous activities embraced to ensure the lives and respect of casualties of the equipped clash and different circumstances of viciousness and to furnish them with help. Following the research that has been doing recently this literature review defines, humanitarianism as the need and desire to relieve human being from suffering (Barnett 2009).
Humanitarianism is of gigantic consequences in contemporary worldwide legislative issues. Around the world, humanitarians help adds up to about 15 billion USD yearly (Global Humanitarian Assistance 2009). There is around 2,600 worldwide guide and improvement offices carrying out their specialty on each landmass and on each side of the globe; nearby and national associations bring the number more like 25,000 (Barnett 2008). In the general population cognizant, humanitarian associations and topics are absolutely ubiquitous. On the TV, on the Internet, in daily papers, and on bulletins, helpful commercials and humanitarianism topics are among the standard methods of experience amongst people groups and generally socially and physically far off universes. It is little pondered, at that point, that researchers and analysts are setting expanding logical weight on humanitarianism.
Simultaneous with the development of the philanthropic segment, the field of humanitarianism investigations has encountered quick advancement, together with its related fields of evacuee studies and improvement considers. Right now, the scene of helpful research comprises of a modest bunch of conspicuous research organizations and focuses of scholastic picking up, including the Feinstein International Center (Tufts University, USA), the Humanitarian Policy Group (Overseas Development Institute, UK), and Humanitarian Outcomes (UK). Philanthropic centered diaries incorporate the Journal of Humanitarian Affairs, Refugee Studies, and Disasters; the grant is additionally distributed in standard scholarly diaries extending from International Organization to Millennium to Voluntas. Throughout the most recent two decades, countless have likewise been distributed on the point. This literature review focuses on one part of this examination, specifically on a determination of vital late strategy centered articles; scholarly work is referenced as fitting.
In spite of the fact that there are special cases to this manage, including a few articles referred to underneath, this must be perceived as a hole. In an extensive part, this finding mirrors the impressively constrained ...
Resources are an integral and necessary component of social movement mobilization.
Media exposure represents an important resource for movements having few
assets. Therefore, many movements consciously seek media attention to enhance
their chance of success. This article argues that media attention often impedes
movement success. The positive or negative outcome of media attention largely
depends on how media agents "frame" movement goals and actions. How the
media frames movement protest is an unknown outcome for a movement. Decisions
about framing depend on several factors, some of which lie outside the
control of movement actors. I use NBC EveningNews coverage of Native American
protest from 1968 - 1979 in an attempt to understand these factors. This case
study shows the dysfunctions of media attention.
Increasingly, scholars have come to see the news media as playing a pivotal role in shaping
whether social movements are able to bring about broader social change. By drawing attention
to movements’ issues, claims, and supporters, the news media can shape the public
agenda by influencing public opinion, authorities, and elites. Why are some social movement
organizations more successful than others at gaining media coverage? Specifically, what organizational,
tactical, and issue characteristics enhance media attention? We combine detailed
organizational survey data from a representative sample of 187 local environmental organizations
in North Carolina with complete news coverage of those organizations in 11 major daily
newspapers in the two years following the survey (2,095 articles). Our analyses reveal that
local news media favor professional and formalized groups that employ routine advocacy tactics,
mobilize large numbers of people, and work on issues that overlap with newspapers’
focus on local economic growth and well-being. Groups that are confrontational, volunteerled,
or advocate on behalf of novel issues do not garner as much attention in local media outlets.
These findings have important implications and challenge widely held claims about the
pathways by which movement actors shape the public agenda through the news media.
A theory of Media Politics was my Oral Presentation subject with Mouna Frikha at ISLG. It was a good performance and I got 18\20 which is a very excellent mark .I greatly appreciate anyone's help.
It was a humble presentation we had today together ;narjes and i did our best to make sure that every body is acknowledged and satisfied...I honestly thank my teacher, partner and all my true freinds
One way to improve your verbal communication is to own your thoughts.docxjuliennehar
One way to improve your verbal communication is to own your thoughts and feelings.
You-language
is a way of speaking that projects responsibility onto another person and tends to be judgmental.
I-language
, on the other hand, is a way of speaking that owns responsibility and is descriptive rather than judgmental. Study the following example:
You-language statement
I-language statement
"You make me so mad!"
"I feel very angry when you interrupt me when I'm telling a story."
Complete the following two parts of your written assignment in one Word document. First, show your skill at translating You-language messages into I-language messages. Secondly, apply this skill to your own communication.
Part 1
Translate the following
You-language
statements into
I-language
messages.
Sentences to be translated:
You are so selfish.
You don't understand a word I'm saying.
You are too nosy; mind your own business.
You totally humiliated me in front of our friends.
You never help me around the house.
Part 2
Think of a You-language statement that you find yourself using when you communicate with a friend, family member, spouse, or romantic partner. Compose a paragraph that explains the situation in which you have used this You-language message. Consider how you would translate this You-language statement into an I-language message.
.
One paragraphHas your family experienced significant upward or .docxjuliennehar
One paragraph:
Has your family experienced significant upward or downward mobility over the past three or four generations? How do you think your values and behavior might differ had you experienced the opposite pattern of mobility? How might it have been different had your family been of a different ethnic or racial origin?
One para:
One of the more interesting topics of study is the area of deviance and social control. Choose a form of deviance with which you are familiar (not necessarily something you’ve done, but something someone you know did) and discuss why society views that behavior as deviant and whether perceptions of that behavior have changed over time. Explain which theory of deviance you think works best for understanding the deviant behavior you’ve chosen to discuss
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Weber's Definitions of Class, Status Group & Party
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How is cultural capital linked to class differences? How is cultural capital linked to power differences? Explain. Discuss cultural capital in relation to material, social and cultural resources. How is cultural capital expressed in attire, housing, vacations, food and sport?
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Multiculturalism (Last name begins with A-L)
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One of the very first cases that caught Freud’s attention when he was starting to develop his psychoanalytic theory was that of Anna O, a patient of fellow psychiatrist Josef Breuer. Although Freud did not directly treat her, he did thoroughly analyze her case as he was fascinated by the fact that her hysteria was “cured” by Breuer. It is her case that he believes was the beginning of the psychoanalytic approach.
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The Case of Anna O.
One of the first cases that inspired Freud in the development of what would eventually become the Psychoanalytic Theory was the case of Anna O. Anna O. was actually a patient of one of Freud’s colleagues Josef Breuer. Using Breuer’s case notes, Freud was able to analyze the key facts of Anna O’s case.
Anna O. first developed her symptoms while she was taking care of her very ill father with whom she was extremely close. Some of her initial symptoms were loss of appetite to the extent of not eating, weakness, anemia, and development a severe nervous cough. Eventually she developed a severe optic headache and lost the ability to move her head, which then progressed into paralysis of both arms. Her symptoms were not solely physical as she would vacillate between a normal, mental state and a manic-type state in which she would become extremely agitated. There was even a notation of a time for which she hallucinated that the ribbons in her hair were snakes.
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Both Freud and Jung would acknowledge that unconscious processes are at work in this woman's problems. However, they would come to different conclusions about the origin of these problems and the method by which she should be treated.
Research Freud’s and Jung’s theories of personality using your textbook, the Internet, and the Argosy University online library resources. Based on your research, respond to the following:
Compare and contrast Freud's view of the unconscious with Jung's view and apply this case example in your explanations.
On what specific points would they agree and disagree regarding the purpose and manifestation of the unconscious in the case of Anna?
How might they each approach the treatment of Anna? What might be those specific interventions? How might Anna experience these interventions considering her history?
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Once you select the OS, be sure to discuss the specifics in the steps you would take to install Apache on the operating system
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Criteria for grading
* Quality of Initial Posting
* Writing mechanics ( Spelling, Grammar, APA) and Information Literacy
.
One of the most difficult components of effective .docxjuliennehar
One of the most difficult components of effective management and leadership is uncertainty. Uncertainty exists everywhere in an organization. Each of the four functions of
management (planning, organizing, leading, and controlling) is affected by uncertainties that lie within an organization and its operations. However, many uncertainties that affect an
organization are external to the organization itself. These cannot always be controlled, but they must be planned for when possible, and adapted to when planning is not possible.
This final week contains a culmination of the concepts introduced throughout the course and is designed to help you think about future challenges involved in management.
Review previous resources as needed to prepare for your Signature Assignment.
Activity Resources:
No Activity Resource available.
Activity Description:
In a paper, discuss the following points:
1. Present an overall description of what management entails and how it is properly implemented in today’s fast paced business environment.
2. Describe and give examples of how the challenges managers face in today’s world are characterized by uncertainty, ambiguity, and sudden changes or
threats from the environment.
3. Describe the skills that are important for managers to have to be successful under these existing conditions.
4. Illustrate the qualities that are important to managers today to function under these conditions.
5. Relate the issues above to a scenario and assessment of yourself as a manager in 5 years. Include a vision of the organization you will be in and the role
you would like to play. Also include a discussion of steps you need to take to strengthen your skills to be successful in your desired managerial role.
Support your paper with minimum of five scholarly resources. In addition to these specified resources, other appropriate scholarly resources, including older
.
One of the high points of the campaign will be a look to the future .docxjuliennehar
One of the high points of the campaign will be a look to the future of Healing Hands Hospital. Mr. Wood asks you to help the public relations committee come up with some ideas that can be used in the campaign of community education.
Create a PowerPoint presentation
(4–6 slides)
outlining some options that the future may hold for Healing Hands Hospital. Include the following information in your presentation:
Future health care trends
Technologies
Innovations
.
One of the most basic aims of human computer interaction has been sp.docxjuliennehar
One of the most basic aims of human computer interaction has been speech-recognition. The ability to talk to machines in common language, rather than through mechanical devices or artificial languages, has been a major desirable in business, education, government, and about every other field of endeavor. In the last few years, there have been enormous strides made by researchers and software engineers alike, and there are now effective products on the market that do a solid basic job. In fact, this particular text that you are now reading was entered into this course by your instructor using a voice-recognition program called Dragon Naturally Speaking. This entire paragraph was entered with only two errors that required correction.
As speech-recognition technology becomes more mature, it has been increasingly applied in many areas.
Assignment Expectations (50 points total)
After reading the course materials, prepare a paper discussing the following topics.
Discuss why HCI is important and has evolved to ensure that the needs of different kinds of users are taken into account in computer systems. Discuss the application of speech recognition as a tool for Human Computer Interaction
In this paper, please consider both current major issues in the field, and major future developments that hold promise.
Length:
Minimum 3–5 pages excluding cover page and references (since a page is about 300 words, this is approximately 900 –1,500 words).
.
One of the most common workplace communication tools is a telephon.docxjuliennehar
One of the most common workplace communication tools is a telephone. What key principles should you keep in mind when conveying a message via phone versus communicating by email? Include a clear description of phone and email etiquette in your response.
Your response should be at least 200 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
Anderson, L., & Bolt, S. (2011).
Professionalism: Skills for workplace success
(2nd ed., Pg. 82-84). Upper Saddle River, NJ: Prentice Hall.
.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
The French Revolution Class 9 Study Material pdf free download
Tracing the Impact of Media Relations andTelevision Coverage.docx
1. Tracing the Impact of Media Relations and
Television Coverage on U.S. Charitable
Relief Fundraising: An Application of Agenda-Setting
Theory across Three Natural Disasters
Richard D. Waters
School of Management, University of San Francisco
Fundraising practitioners have often expressed the desire to
gain media coverage of their nonprofit
organization because it will result in increased donations.
Although this folklore is commonly
believed by many fundraisers, there is little evidence to support
this claim. This study uses the
agenda-setting theory as the framework to test whether
television news coverage of 3 natural disasters
and the nonprofit organizations working to provide charitable
relief in wake of the events results in
increased donations to the nonprofit organizations. Using the
2004 Asian tsunami, 2005’s Hurricane
Katrina, and the 2010 Haitian earthquake to test the public’s
response to relief efforts, the study found
little support for increased donations to the 5 leading
2. organizations providing relief in relation to gen-
eric news coverage of the disasters. However, when the
organizations were specifically mentioned by
reporters in the newscasts, noticeable same-day spikes were
seen in donations to the organizations’
fundraising efforts. Similarly, when organizations were able to
place spokespeople in the newscast
to talk about their efforts, increased donations resulted from
these proactive media relations efforts.
As 2004 ended, one of the strongest earthquakes on record
occurred along the floor of the Indian
Ocean. The resulting tsunami devastated 14 nations’ coastlines
and killed more than 250,000
people from these nations and tourists from 54 other countries
around the globe. Less than 9
months later, Hurricane Katrina hit the Gulf Coast from central
Florida to Texas, causing more
than $108 billion in damage and causing 1,833 confirmed
fatalities. In January, 2010, the island
nation of Haiti was rocked by an earthquake measuring seven on
the Richter scale, which
government estimates claim resulted in 316,000 deaths and the
destruction of 250,000 residences
and 30,000 commercial and government buildings. Despite the
3. widespread geographic distance
between these three locations and the causes of the damage,
these three natural disasters share
one thing in common: Within hours of the events, nonprofit
organizations began raising funds so
they could provide immediate humanitarian aid to those in need.
Annually, Americans donate close to $300 billion to nonprofit
organizations. According to
the Chronicle of Philanthropy, Americans gave $1.6 billion in
cash in the year following the
2004 Asian tsunamis, $3.3 billion to 2005’s Hurricane Katrina
relief efforts, and $1.4 billion
to the 2010 Haitian earthquake response. More than 130
nonprofit organizations raised funds
Correspondence should be sent to Richard D. Waters, PhD,
University of San Francisco, School of Management,
2130 Fulton Street, San Francisco, CA 94117-1080. E-mail:
[email protected]
Journal of Public Relations Research, 25: 329–346, 2013
Copyright # Taylor & Francis Group, LLC
ISSN: 1062-726X print/1532-754X online
DOI: 10.1080/1062726X.2013.806870
4. to help with these national and international relief efforts;
however, the majority of the donations
went to a handful of organizations. Nearly one-third of the
donations Americans made to the
tsunami relief efforts went to the American Red Cross (Baker,
2005), which also collected nearly
43% of the donations sent to Haitian earthquake relief (Lieu,
2011). For all three of the natural
disasters, five organizations dominated lists of the top
fundraising nonprofits for the disaster
relief efforts: the American Red Cross, UNICEF, Catholic
Relief Services, World Vision, and
Doctors Without Borders.
Fundraising literature suggests that donors are more likely to
donate to organizations that
serve their communities (Philipp, 1999) and to programs and
services in which they are most
interested (Kelly, 1998). However, the emotional nature of
natural disasters stirs feelings of
urgency in the public, who seek ways to help the victims
(Waters, 2009). Donations to these
three disasters were received in record amounts, and numerous
organizations suspended their
fundraising efforts early because they had already met their
campaign goals.
5. After the 2004 Asian tsunami, nonprofit management scholars
questioned when the donations
would start falling off sharply (Hale, 2005). On the Association
for Research on Nonprofit
Organizations and Voluntary Action listserv, one member
commented:
Not surprisingly, it follows media coverage. But there’s a
trickle that come in (sic) for a long time
afterwards (come to think of it, just like media coverage). It’s
one of those things that people in
disaster relief fund raising know about, but I can’t find anything
publicly available. (Prives, 2005)
The notion that media coverage of the third sector would
generate increased donations is a
widely held perspective among fundraising practitioners.
Crosson (2005) noted that the
increased coverage of the tsunami would result in fewer
donations being made to African crises
because they could not capture the media’s attention.
Columnists at the Detroit Free Press and
the Christian Science Monitor (Wood, 2005) also questioned the
relationship of media coverage
and nonprofit donations.
Despite the wide interest in the topic, few studies have been
conducted to examine the
6. relationship between media coverage and nonprofit donations.
Thus, this study aims to fill that
void by using mass communication’s agenda-setting framework
to examine how strongly dona-
tions to the relief efforts for three separate natural disasters
were impacted by the media coverage
of the disasters and the five nonprofit organizations that raised
the most money for these relief
efforts. This will expand literature in nonprofit management by
empirically testing an assump-
tion held by fundraising practitioners. It will additionally
extend agenda-setting theory by
exploring it outside of a political communication context and
with behavioral (rather than
cognitive) level data.
LITERATURE REVIEW
Crisis Fundraising and Media Coverage
Kelly (1998) formally defined fundraising as ‘‘the management
of relationships between a chari-
table organization and its donor publics’’ (p. 8). The principal
goal of the profession is to build
strong relationships by developing trust with, and
communicating honestly with, donor publics
7. 330 WATERS
so that donors are likely to respond to charitable solicitations
when emergencies arise (Hall,
2002). Kelly (1998) stated that the main purpose of fundraising
‘‘is not to raise money, but
to help charitable organizations manage their interdependencies
with donor publics who share
mutual goals and objectives’’ (p. 9).
Paula DiPerna (2003), the president of the Chicago-based Joyce
Foundation, noted that fun-
draising generally is not newsworthy and that the only way to
turn it into news is to focus on
some unusual aspect of it. She also argued that news coverage
of national and international crises
and the emotions evoked from the events can elevate
fundraising into the media’s spotlight. In
the context of crises, newsworthiness also can arise from the
unusual nature of disasters, includ-
ing opportunities for reporting personal dramas (Stewart &
Hodgkinson, 1988), fascination with
horrific events (Payne, 1994), and the desire to help others
(Raphael, 1986).
8. When the need to help others is reinforced by media coverage of
disasters, donors indicate
that they are more likely to respond to crisis fundraising efforts
(Bennett & Kottasz, 2000).
The results of this investigation support the fundraising
practitioner literature, which suggests
that nonprofit organizations should also work with the media to
educate donors about the crisis
and provide them an opportunity to evaluate the need for
donations (Johnston, 2002).
Although Warwick, Hart, and Hallen (2002) focused on e-
philanthropy and linking to
respected media outlets covering nonprofit issues, their message
resonates for traditional giving,
as well. Nonprofit organizations should work to secure news
stories highlighting their programs
and services because qualitative interviews with donors
indicated that they were responsive to
news stories highlighting specific organizations and causes
(Bennett & Kottasz, 2000). Addition-
ally, Howard and Mathews (2006) indicated that organizations
could enhance their credibility by
addressing issues and crises during interviews and appearances
on news programming. For non-
9. profit organizations, these appearances can be used to highlight
their programs and create a sense
of urgency for donations and volunteers during times of crises.
Agenda-Setting Theory
Whether the relief donations come from traditional fundraising
practices or from new
e-philanthropy strategies, practitioner literature suggests that
fundraising efforts and media
coverage are intertwined. The mass communication theory of
agenda setting provides a theoreti-
cal perspective to test this popular belief. Bernard Cohen (1963)
originally stated that the news
media may not tell audiences what to think, but the media are
very successful at telling audiences
what to think about. In the past 30 years, mass communication
scholars have shown that the
media are quite successful in influencing public awareness of
topics; however, there have been
fewer studies demonstrating a correlation between news
coverage and behavioral change. This
study aims to fill that void by testing popular fundraising
folklore that people would donate to a
cause if they simply had more exposure to it.
10. McCombs and Shaw (1972) proposed the agenda-setting theory
after studying the 1968 Uni-
ted States presidential campaign, and the agenda-setting
paradigm has spread quickly. The
theory has expanded over the past 40 years to include multiple
levels of agenda setting. The first
level simply examines the perceived importance of an issue in
relation to its coverage in the
media. The second level takes the issues highlighted in the first
level and focuses on specific
attributes or dimensions of the issue being examined. Most
recently, the third level of agenda
CHARITABLE RELIEF FUNDRAISING 331
setting examines how the attributes highlighted in the second
level are conveyed in a tonal matter.
Applying these three levels to this study, the first level would
focus on the natural disasters that
occurred, and the second level would focus on referencing
specific nonprofit organizations work-
ing to provide charitable relief to the disaster victims. Finally,
the third level of agenda setting
would focus on whether the specific nonprofits are portrayed in
11. a positive or negative tone.
Although the seminal study on agenda setting focused on public
opinion and political
campaigning, mass communication scholars have applied the
theory to settings focusing on non-
profit issues, including environmental issues (D. Cohen, 1975),
civil rights discussions (Winter
& Eyal, 1981), and health issues (Durrant, Wakefield, McLeod,
Clegg-Smith, & Chapman,
2003). Media have been shown to have a positive correlation in
the coverage of issues and their
perceived importance by the public. Hundreds of studies have
confirmed the basic premise that
media salience of issues leads to increased salience of issues in
public opinion (McCombs,
2004). Therefore, this study’s first hypothesis examines the
relationship between news coverage
of natural disasters and their perceived importance by the
public:
H1: Media attention to the natural disasters will be positively
correlated to the public’s attention to
the event.
Although much of the agenda-setting literature focuses on the
public’s perceptions of the
12. importance of a particular topic, there have been a few studies
that have successfully shown that
media coverage can influence behavior. For example, Roberts
(1992) found that voting behavior
could be predicted based on the media’s coverage of election
issues, and Sutherland and Gallo-
way (1981) found an agenda-setting influence on the public’s
purchasing behavior after viewing
certain advertisements. More closely tied to nonprofit
organization missions, individuals who
paid close attention to news coverage of health-related items
were likely to change their beha-
viors to adopt a healthier lifestyle (Yanovitsky & Bennett,
1999), and individuals who actively
followed the announcement that Magic Johnson had HIV=AIDS
were more likely to be tested
for the disease (Wanta & Elliot, 1995).
The agenda-setting framework provides the ideal research
design to test fundraising practi-
tioners’ belief that news coverage of a social issue results in
donations to organizations address-
ing that cause. Because the top five organizations received
nearly two-thirds of the donations
made by the American public for the Asian tsunami, Hurricane
13. Katrina, and Haitian earthquake
relief efforts, examining their efforts in relation to media
coverage reflects many of the
behavior-oriented agenda-setting studies. By comparing the
organizations’ daily receipt totals
against the media coverage, it is possible to test the second
hypothesis, which posits that media
coverage influences donations to the top fundraising
organizations for the relief efforts:
H2: Media attention to the three natural disasters will be
positively correlated to the donations
received by the five nonprofit organizations for their relief
efforts.
Bennett and Kottasz (2000) found that British citizens indicated
that they were more likely to
respond to crisis relief efforts when they learned about the
assistance through the news media.
Even though the focus on crisis response is the delivery of aid
and supplies, nonprofits should
not overlook the importance of media relations efforts. Positive
working relationships with
media outlets can be used to leverage placement in the media,
but to do so they must have
332 WATERS
14. an understanding of media deadlines, of the kind of stories that
would appeal to journalists, and
of knowing how to communicate and respond to journalists’
inquiries (Yoon, 2005).
The connection between charitable giving and the nonprofit
organizations’ media relations
efforts can be analyzed through the application of the second-
level of agenda setting, which
examines the saliency of objects covered in the news. For this
study, those objects are the orga-
nizations collecting charitable relief donations. The presentation
of specific nonprofit organiza-
tions may have a strong influence on which organizations
receive contributions from the public.
Although principally tested with political objects, second-level
agenda setting should also have
applications in other contexts. For example, McCombs (2004)
noted that agenda setting’s core
theoretical proposition deals with the transfer of saliency of
elements from one agenda to
another, not just political issues.
To test this notion, a third hypothesis was created to examine
15. the relationship between the
media’s presentation of the top five recipients of charitable
gifts to the relief efforts and their
daily receipt totals:
H3: Media coverage that highlights an organization’s natural
disaster relief efforts will be positively
correlated to the donations received by that organization.
Increasingly, agenda-setting theory studies are examining how
specific objects are portrayed
in the media. In explicating the second-level of agenda setting,
Ghanem (1997) compared this
element of agenda setting to the media’s ability to frame an
issue to highlight certain dimensions
over others. Similarly, Hallahan (1999) felt that the angle from
which a journalist presents the
news story has the ability to leave the audience with either a
flattering or derogatory view of
the topic based on the tone of the article.
This potential portrayal reflects what McCombs and Yu (2005)
call the third-level of agenda
setting, which allows the media to transfer positive or negative
tones on specific topics. Public
relations practitioners frequently work with organizational
16. spokespeople to prepare them for
working with the media so that the information shared and
representation of the organization
creates a positive image for the audience. In many cases, such
as these three natural disasters,
organizational spokespeople are often interviewed during news
broadcasts to provide the most
up-to-date information. Howard and Mathews (2006) noted that
the presence of an organiza-
tional representative enhances both the credibility of the
organization and the importance of
the news story. Additionally, they argue that the presence of
spokespersons conveys the urgency
and importance of crisis situations.
Schenkler and Herrling (2003) agreed that having organizational
spokespeople present infor-
mation on the nightly news can be very positive for an
organization. However, media relations
efforts are rarely simply an information subsidy. Although
spokespersons may be able to deliver
a prepared positive sound bite, they must also be able to
respond to reporters’ questions. Yoon
(2005) noted that experience and media training can prepare
individuals for interviewing, but
17. having well-established relationships with reporters can also
help an organization receive
positive coverage, especially when facing breaking news
situations.
Because it is unknown whether the presence of nonprofit
spokespeople helps or hinders their
organizations’ efforts to secure positive media stories about
relief efforts, it is difficult to test
directionally for the third level of agenda setting with a formal
hypothesis. However, it is poss-
ible to test the third level of agenda setting with a research
question that assesses whether the
CHARITABLE RELIEF FUNDRAISING 333
presence of a spokesperson in a news story influences the
public’s response to charitable relief
efforts. In this manner, the third level of agenda setting is tested
to determine whether the
spokesperson is able to convey a specific tone in relation to his
or her organization’s relief
efforts. The study’s only research question follows:
RQ1: Does media coverage featuring an organizational
spokesperson positively correlate to the
18. donations received by the five nonprofit organizations for their
disaster relief efforts?
METHOD
Ultimately, this report presents the findings of three separate
agenda-setting studies conducted in
wake of the 2004 tsunami, 2005 hurricane, and 2010 earthquake.
A similar research design was
carried out for all three natural disasters so that comparisons
could be made across the three
events. For each individual study, a longitudinal time-series
design was used to track the impact
of television coverage of the disasters on the public’s attention
to the post-disaster relief efforts
and donations made to the organizations conducting those
efforts. For each disaster, television
coverage was analyzed for 6 weeks following the natural
disaster. This time range was chosen
primarily because it represented all of the fundraising data that
the Center of Philanthropy at
Indiana University made available to the public for the three
disasters. After 6 weeks of reporting
daily fundraising totals for the three events, the Center stopped
providing updated daily totals
19. and returned to its normal, day-to-day operations. The time
increment used for this project
was 1 day, which permitted a precise measurement of time lags
to measure the agenda-setting
impact with a sufficient sample size of days for statistical
purposes.
Media Content
A content analysis of television broadcast news stories was
conducted to gauge media attention
given to the three natural disasters. All of the news
programming on the three major networks
(ABC, CBS, NBC) and three selected cable outlets (MSNBC,
CNN, Fox News) were chosen for
the analysis to examine the impact of 24-hr news coverage on
potential donors. To obtain the
universe of stories, a Lexis-Nexis database search was
conducted using the keywords tsunami,
Hurricane Katrina, or earthquake and Haiti in the main headline
or news lead. After receiving
the totals for the six media outlets, a random sample of the
transcribed-stories was taken.
One-third of all coverage was taken from each outlet, reflecting
Neuendorf’s (2002) best prac-
tices for sampling archived news media. For the tsunami,
hurricane, and earthquake disasters,
20. 471, 683, and 524 stories, respectively, were generated from the
sampling. The stories were ana-
lyzed to ensure that the search produced results that were
actually focused on the disasters.
Public Attention
For the first hypothesis, the research used national public polls
to correspond with the national
television coverage used in the content analysis. The desired
goal was to measure the attention
the public paid to the disasters with the prevalence of news
stories on these topics. For elections
334 WATERS
and political controversies, national public opinion polls
frequently ask questions akin to ‘‘How
closely have you been following the news about a specific
event—very closely, somewhat clo-
sely, not too closely, or not at all?’’ After examining the polls
and database section of
Lexis-Nexis and a variety of other academic databases, it was
determined that the public was
rarely polled about these three events, especially the Asian
tsunami and Haitian earthquake. Poll-
21. sters from Gallup and Fox News did provide polls that measured
responses to Hurricane Katrina.
Because of the limited data concerning the perceived
importance of the Asian tsunami (3 polls),
Hurricane Katrina (8 polls), and the Haitian earthquake (4
polls), it was necessary to combine the
data across all three crises to measure the relationship between
the perceived importance and
media coverage. Even with the data combined, the number of
data points measuring perceived
importance was relatively small. However, Pearson’s
correlations were able to be calculated
comparing the number of news stories focusing on the natural
disaster in the previous week
to the level of public agreement that the natural disaster was
important news.
Fundraising Data
In the 6 weeks following each of the three disasters, the Center
for Philanthropy at Indiana Uni-
versity published daily updated contribution totals of the
charitable contributions for relief
efforts received by more than 130 nonprofit organizations.
These totals included confirmed cash
contributions, total confirmed in-kind donations, and total
22. corporate and foundation giving to
relief efforts. Given that the daily totals were provided, it is
possible to examine whether media
coverage on the disasters had a prompt impact on the public. It
was decided that this level of
time-lag was appropriate for this study, given previous disaster
fundraising studies that found
evidence that members of the public often avoided news stories
about disasters after first hearing
about the events (Waters, 2009).
For purposes of this study, the only data analyzed are the daily
totals for the top five fundrais-
ing organizations (the American Red Cross, Doctors Without
Borders, Catholic Relief Services,
World Vision, and UNICEF). Information for other prominent
organizations, such as Save the
Children and the Salvation Army, would have been included in
the analysis individually if more
complete data were available. The Center for Philanthropy’s
information did not have updated
data for every organization during every release of the daily
totals. For this reason, the large
number of missing data points made statistical analysis for these
organizations unreliable. For
23. example, the top five organizations had donation totals
available for all 42 days but the Salvation
Army, which had the next most complete information, had
information for only 19 days.
Nonprofit Organizations in the Media
The sample of televised news stories was coded for several
different attributes, including the
presence of nonprofit organizations, their spokespersons, and
story tone. When nonprofit orga-
nizations were mentioned by name, this information was
recorded in an open-ended question.
Additionally, the stories were coded for the presence of
spokespersons. If an official represen-
tative of the organization (the President=Chief Executive
Officer, member of the Board of Direc-
tors, or someone from the communication department) was
interviewed or featured during the
story, this was noted in the analysis. Given the large number of
organizations raising funds
CHARITABLE RELIEF FUNDRAISING 335
for the relief efforts, it was felt that highlighting an
organization during the newscast represented
24. a successful media relations effort. Although this measure of
media relations does not take into
account organizational news releases or media pitching efforts,
it is felt that inclusion of any
organization in a broadcast reflects at least a minimal media
relations effort in that the organi-
zation agreed and participated in an interview for the news
story. A nonprofit organization that
ignored media requests for interviews or failed to follow
through with participation would have
not had an active media relations program.
Although participating in interviews is only one measure of
media relations, it should be
noted that reliance on media relations tactics (e.g., news
releases) does not take into consider-
ation those situations where organizations are contacted directly
by the media without having
first submitted materials to the media. Given the nature of crisis
situations, it is not uncommon
for the media to contact organizations before they have
materials ready to be distributed
(DiPerna, 2003). For this reason, inclusion of an organizational
spokesperson—especially in
natural disaster situations—is an appropriate measure of media
25. relations.
Two individuals coded the sample. After a 2-hr training session,
10% of the sample was
coded. Intercoder reliability scores, using Scott’s p to take
chance agreement into consideration,
were calculated for all variables, including nonprofit
organizations mentioned (p ¼ .88), whether
the news story featured a nonprofit spokesperson (p ¼ .91), and
tone of the news story (p ¼ .90).
Additional variables not used in the agenda-setting statistical
tests were also coded and found to
be reliable between the coders, including media outlet (p ¼ .98)
and date of news story (p ¼ .97).
Time Lags
To test the agenda-setting power of the media, it was necessary
to test the relationship between
media coverage and charitable donations with multiple time
lags. In previous agenda-setting
research, the range of optimal time lags has varied considerably,
and scholars have argued that
the determination of which time lag to use often rests in the
context of the study (Meraz, 2011;
Wanta & Hu, 1994). Manyena (2012) specifically focused on the
exploration of time lags in an
examination of the consequences of time lags in relation to
natural disasters. The study proposes
26. that because natural disasters receive a lot of media attention
after occurring and begins to wane
in the weeks after the event, it is important to examine the
impact of time lags as frequently as
possible, rather than extending the time lag to weeks. Similarly,
the quickly unfolding and fre-
quently updating information concerning natural disasters
makes it probable that one day’s news
may have an impact that day, but it may be out-of-date the
following day (Uscinski, 2009). For
these reasons, this study uses a one-day time lag to test its
hypotheses and research question.
Given the daily updates of data concerning contributions to the
three disaster relief efforts, it
was deemed appropriate to use a 1-day lag that was measured
for an entire week (e.g., the cor-
relation of Sunday’s news stories on Monday’s updated total
and repeatedly correlated against
the remaining 6 days of the week). In other words, media
coverage was tracked up to 7 days
prior to the Center of Philanthropy’s updated reported
fundraising totals.
RESULTS
Television coverage of the three natural disasters varied
27. considerably by news outlet, with a
wide variance of coverage on both the network and cable
outlets. Between the six broadcast
336 WATERS
and cable networks (ABC, CBS, CNN, FOX News, MSNBC, and
NBC), the random sample
included 471 stories about the 2004 tsunami, 683 stories about
Hurricane Katrina in 2005,
and 524 stories about the 2010 Haitian earthquake. A trend
developed from the reporting of
all three natural disasters. The number of stories increased
steadily after the disasters happened,
reaching a climax in the second or third week, which gradually
started decreasing in the remain-
ing weeks that were examined. This inverse parabola shape held
true for all three disasters.
Testing the study’s first hypothesis could not be done
individually for each of the three natu-
ral disasters because there were insufficient data points that
focused on the public’s perceived
value of importance of each of the three events as a news story.
There were three public opinion
28. polls taken focusing on the Asian tsunami, eight taken about
Hurricane Katrina, and four that
centered on the Haitian earthquake. An attempt to correlate the
percentage of respondents in
each survey who felt that the natural disaster was an important
or somewhat important news
story and the corresponding number of news stories about the
disaster that happened in the pre-
ceding week was attempted; however, it produced unreliable
results for the tsunami (r ¼ .42,
p ¼ .36), hurricane (r ¼ .68, p ¼ .031), and earthquake (r ¼ .78,
p ¼ .11). Given the low number
of data points individually, the public opinion poll data was
aggregated into one test of corre-
lation across all three events, given that the initial tests all
measured the correlation of the pub-
lic’s perceived importance of the natural disaster with the
amount of news coverage it received in
the preceding week. When the 15 polls and the news coverage
data were combined, there were a
sufficient number of pairs to conduct a Pearson’s correlation
test (Wimmer & Dominick, 2006).
The resulting correlation (r ¼ .64, p ¼ .005) indicates that there
is a moderate-to-strong relation-
ship between the public’s perceived importance of the natural
disasters and the amount of news
coverage the events received. Thus, hypothesis one was
29. supported.
The study’s second hypothesis tested the behavioral component
of the agenda-setting theory
and predicted that media coverage of the three disasters would
be positively correlated to the
donations received by the nonprofit sector for its relief efforts.
However, there was only partial
support for this hypothesis. As shown in Table 1, there was an
immediate agenda setting impact
that weakened slightly for the American Red Cross and Doctors
Without Borders across the
three disasters. For example, news stories about the 2004
tsunami did appear to correspond to
the same-day donation totals that were reported by the Red
Cross (Spearman’s q ¼ .50,
p ¼ .03) and Doctors Without Borders (Spearman’s q ¼ .39, p ¼
.047). UNICEF also experi-
enced an increase in donations to its charitable relief efforts for
Hurricane Katrina (Spearman’s
q ¼ .43, p ¼ .031) and the Haitian earthquake (Spearman’s q ¼
.53, p ¼ .026), but it news stories
about the Asian tsunami did not impact its fundraising efforts
(Spearman’s q ¼ .14, p ¼ .76).
Moving beyond the 1-day lag to examine the overall impact of
the news stories that focused
on the natural disasters reveals an interesting pattern for the
30. American Red Cross and, to a lesser
extent, for Doctors Without Borders. News stories about the
tsunami, hurricane, and earthquake
continued to have an impact on donations made to the American
Red Cross in the days after they
aired. Although the days varied in terms of the positive impact
experienced for the two organiza-
tions (2–4 days for American Red Cross, 2–3 days for Doctors
Without Borders), news stories
focusing on the natural disasters had a lingering impact on their
charitable relief totals.
Looking at individual disasters, Table 1 shows that news stories
about the Asian tsunami did
not result in increased donations to UNICEF, Catholic Relief
Services, or World Vision. Like-
wise, news stories about Hurricane Katrina did not result in
increased donations to Catholic
Relief Services or World Vision, even though they did for the
remaining three organizations.
CHARITABLE RELIEF FUNDRAISING 337
Catholic Relief Services was the only nonprofit that did not
receive a boost in its fundraising to
31. the Haitian earthquake in response to media coverage about the
general event.
The third hypothesis tested the second level of the agenda-
setting theory and predicted that
donations to an organization’s relief efforts would be positively
correlated to news stories that
highlighted the nonprofit organization. This hypothesis was
supported, to some extent, for all
five of the organizations across all three natural disasters. Using
the 2004 tsunami as an example,
when the American Red Cross (42 references), UNICEF (24),
Catholic Relief Services (14),
World Vision (19), or Doctors Without Borders (18) were
mentioned during news stories about
the tsunami, they experienced a surge of donations following
the stories.
Continuing to highlight the study’s findings by using the 2004
tsunami as an example, Table 2
shows that there was a very strong correlation between media
coverage and same-day donation
totals that continued to show a moderate positive correlation as
the days progressed for the
American Red Cross (Spearman’s q ¼ .59, p ¼ .009) and
Catholic Relief Services (Spearman’s
q ¼ .59, p ¼ .009). UNICEF (Spearman’s q ¼ .38, p ¼ .046)
32. and Doctors Without Borders
(Spearman’s q ¼ .39, p ¼ .047) experienced an influx of
donations on the day following stories
that highlighted their relief efforts.
It is interesting to note that World Vision (Spearman’s q ¼ .51,
p ¼ .028), Doctors Without
Borders, and UNICEF, along with the American Red Cross,
reported increased donations that
continued in the days following the news coverage. As shown in
Table 2, similar patterns
emerged when the time-lag correlations were conducted for the
five organizations’ daily
TABLE 1
Correlation Between Generic Television Coverage of Three
Natural Disasters and Donations Made to the
Leading Nonprofit Organizations’ Relief Efforts
Television coverage precedes donations
�6 �5 �4 �3 �2 �1 0 Day-Lag
2004 Asian tsunami
American Red Cross �.06 .10 .19 .26 .39� .42� .50�
UNICEF �.02 �.18 �.26 �.01 �.14 .04 .14
Catholic Relief Services �.43� �.39� �.25 �.16 �.35 �.08
�.12
World Vision �.19 �.28 �.21 �.06 .03 .14 .25
Doctors Without Borders �.12 �.17 �.05 .15 .21 .33 .39�
33. 2005 Hurricane Katrina
American Red Cross .07 .18 .22 .39� .45� .62�� .89���
UNICEF �.01 .04 .15 .22 .32 .38� .43�
Catholic Relief Services �.21 �.09 �.08 �.03 .05 .18 .21
World Vision �.18 �.07 .02 .09 .22 .20 .29
Doctors without Borders �.12 �.10 �.07 .04 .23 .39� .48�
2010 Haitian earthquake
American Red Cross .12 .15 .28 .37� .55� .72�� .76��
UNICEF �.08 .02 .15 .23 .30 .39� .53�
Catholic Relief Services �.30 �.21 �.06 .08 .13 .24 .32
World Vision .05 .08 .13 .21 .29 .36 .44�
Doctors without Borders .04 .07 .09 .24 .37� .48� .69��
�p < .05. ��p < .01. ���p < .001.
338 WATERS
fundraising totals and the daily news coverage they received in
wake of Hurricane Katrina and
the 2010 Haitian earthquake. Although the strongest statistical
significance continued to be
found for the American Red Cross across the time lags, each
organization had a statistically
greater number of charitable donations being contributed by the
public after they were specifi-
34. cally named in news stories. Therefore, support was garnered
for the third hypothesis. There was
an agenda-setting behavioral effect that was not simply limited
to immediate reactions to the
news coverage; for some nonprofits, the behavioral effect held
over for multiple days following
the news reports.
The study’s research question attempted to test the third level of
agenda setting by asking
whether the presence of an organizational spokesperson from
the five nonprofit organizations
would result in increased donations to that organization. It
should be noted that, for these stories,
an additional Chi-square test was carried out to determine
whether the inclusion of an organiza-
tional spokesperson was more likely to indicate that the news
story had a positive tone; this test
strengthened the connection to the third-level of agenda setting
as it was found that the spokes-
people were found to be in more positive than neutral or
negative stories (v2 ¼ 202.68, df ¼ 2,
p < .001). For the 2004 tsunami, representatives from American
Red Cross had 19 appearances
in news stories; the remaining organizations also had multiple
appearances: UNICEF (11), Cath-
35. olic Relief Services (8), World Vision (12), and Doctors
Without Borders (8). A similar pattern
was present for Hurricane Katrina and the Haitian earthquake as
the American Red Cross gen-
erated the most media coverage and spokesperson opportunities;
Catholic Relief Services had
TABLE 2
Correlation Between Television Coverage Mentioning Specified
Nonprofit Organizations and Donations Made
to those Organizations’ Relief Efforts
Television coverage precedes donations
�6 �5 �4 �3 �2 �1 0 Day-Lag
2004 Asian tsunami
American Red Cross �.45� �.21 .28 .36 .00 .44� .59��
UNICEF �.09 �.29 .19 �.34 �.29 .56� .38�
Catholic Relief Services �.38� .01 �.08 �.12 .23 .35 .59��
World Vision �.19 �21 �.10 �.11 .35 .51� .14
Doctors Without Borders �.39� �.35 �.30 �.18 .56� .43�
.39�
2005 Hurricane Katrina
American Red Cross .24 .35 .42� .49� .63�� .83���
.95���
UNICEF .04 .11 .19 .21 .34 .41� .54�
36. Catholic Relief Services .02 �.03 .08 .06 .09 .24 .42�
World Vision .03 .14 .16 .21 .25 .38� .32
Doctors Without Borders .04 .10 .19 .33� .45� .48� .52�
2010 Haitian earthquake
American Red Cross .19 .23 .37� .48� .62�� .74�� .85���
UNICEF .11 .02 .23 .21 .28 .43� .57�
Catholic Relief Services .00 .09 .14 .21 .28 .33 .39�
World Vision .03 .12 .15 .26 .35 .39� .47�
Doctors Without Borders �.02 .09 .18 .20 .39� .54� .73��
�p < .05. ��p < .01. ���p < .001.
CHARITABLE RELIEF FUNDRAISING 339
the least. This research question was supported with the
strongest statistical support of all of the
studies’ inquiries.
As Table 3 shows, very few of the organizations experienced a
same-day increase in dona-
tions after their spokespeople appeared in newscasts. Only the
American Red Cross experienced
same-day boosts after news coverage of all three natural
disasters. Doctors Without Borders was
37. the only other organization to receive the same-day gains based
on the media coverage they
received after the Haitian earthquake (Spearman’s q ¼ .41, p ¼
.032). Interestingly, all five orga-
nizations across all three disasters received increased funds in
the days following their spokes-
persons’ appearances in news stories. The American Red Cross
(Spearman’s q ¼ .56, p ¼ .010)
and Doctors Without Borders had the biggest boost in their
charitable relief donations; however,
all of the organizations experienced these increases. As shown
in Table 3, a similar trend
emerged across all three natural disasters in that having a
spokesperson representing the organi-
zation during the news story helped lead to increased donations
to the organization’s charitable
relief efforts. The continued support in the days following the
spokespersons’ appearances did
not last as long for UNICEF or Catholic Relief Services;
however, correlations demonstrated that
there was a statistically significant increase in their donations
in the short-term following their
appearances in the news.
The time lags across the three natural disasters found support
for the third level of agenda
38. setting; that is, the tone of media coverage of specific attributes
(e.g., specific nonprofits repre-
sented by their spokespeople in this case) were transferred from
the media coverage to the
TABLE 3
Correlation Between Television Coverage Featuring Nonprofit
Organizations’ Spokespersons and Donations
Made to those Organizations’ Relief Efforts
Television coverage precedes donations
�6 �5 �4 �3 �2 �1 0 Day-Lag
2004 Asian tsunami
American Red Cross �.02 �.28 .14 .01 .76�� .87��� .39�
UNICEF �.37� �.07 �.05 .01 .42� .75��� .04
Catholic Relief Services �.33 .11 .02 .00 .52�� .56�� �.11
World Vision �.19 .–10 �.13 .39� .41� .68��� �.21
Doctors Without Borders �.27 �.31 �.09 �.23 .42� .76���
�.29
2005 Hurricane Katrina
American Red Cross �.03 .12 .19 .42� .68�� .85��� .54��
UNICEF .–.21 �.07 .06 .28 .40� .45� .20
Catholic Relief Services �.18 �.04 .03 .10 .20 .39� .31
World Vision �.06 .10 .13 .24 .37� .51� .19
Doctors Without Borders �.21 �.03 .12 .27 .35 .58�� .35
2010 Haitian earthquake
39. American Red Cross .17 .26 .40� .53�� .66�� .79���
.56��
UNICEF .02 .10 .19 .31 .32 .38� .31
Catholic Relief Services �.05 .03 .18 .28 .39� .46� .23
World Vision �.14 .07 .21 .24 .29 .39� ..32
Doctors Without Borders .08 .13 .15 .32 .45� .64�� .41�
�p < .05. ��p < .01. ���p < .001.
340 WATERS
public’s mind based on the greater contributions from the public
as reported by the nonprofits
after their news appearances.
DISCUSSION
The results of this study provide partial support for fundraising
practitioners’ beliefs that news
coverage of charitable issues, specifically natural disasters,
would generate donations for their
organizations. None of the study’s hypotheses were rejected
outright, and the research question
found positive support for third-level agenda setting. Testing
the case of donations to the three
natural disaster crisis relief efforts, this study found that simple
coverage of the event showed no
40. correlation with reported daily donation totals except for the
American Red Cross and Doctors
Without Borders, organizations that raised roughly one-half of
all the total relief effort donated
to the 130 organizations that responded to the three disasters
with fundraising initiatives.
However, when nonprofit organizations were mentioned in the
news stories, donations to
their relief efforts increased. Correlations demonstrated that the
response from the public was
even greater when an organizational spokesperson was
interviewed during the news story. Test-
ing the second level of agenda setting, it was shown that the
mere mention of nonprofit organiza-
tions by name helped bring in more donations to their relief
efforts for all five of these
organizations. When their media spokespeople were interviewed
and participated in the stories,
they were generally able to convey positive messages about the
organization. This test of the
third level of agenda setting demonstrated the power of framing
issues. In this case, the positive
messages from the spokespeople were relayed to the public, who
then acted on these messages
41. by rewarding the nonprofits for their good deeds.
For fundraisers, these findings echo practitioner folklore that
praises the power of the media
in relation to gaining financial support from the public. The
significant statistical correlations
between news coverage and donations to charitable relief efforts
provide evidence beyond gen-
eral public survey findings that news stories impact how natural
disasters are viewed by the pub-
lic and how they respond to them (Bennett & Kottasz, 2000).
Johnston’s (2002) encouragement
that nonprofit organizations leaders work closely with the media
to advance their cause and
secure funding from the public can also find validation in the
study’s findings.
Perhaps most interesting for the study’s research question was
the lack of statistical support
for a same-day increase in donations in response to
organizational spokespersons’ appearances
in newscasts. With the exception of the American Red Cross in
all three disasters and Doctors
Without Borders after the Haitian earthquake, none of the
remaining organizations saw same-day
42. donation increases stemming from their appearances in
newscasts. However, they all experi-
enced increased donations in the first and second day following
those appearances.
This delayed increase hints at the organizations’ ongoing
fundraising efforts in wake of the
disasters. It is not uncommon for organizations to take video
and sound bites from these news-
casts and weave them into e-mail blasts and social media
campaigns designed to perpetuate the
coverage of the organization and encourage others to contribute
who may not have seen the live
newscasts (Waters & Tindall, 2011).
In follow-up exchanges with fundraising directors at the
national headquarters of three of the
five organizations, I discovered that Doctors Without Borders,
UNICEF, and World Vision all
used their appearances in national media in various
communication opportunities to their
CHARITABLE RELIEF FUNDRAISING 341
existing supporters. Whether by highlighting the appearances on
blogs or e-mail blasts, the orga-
43. nizations were persistent in maximizing the reach of their media
appearances. Just as Warwick
et al. (2002) advocated linking mainstream media with
electronic media, three of the five
nonprofits under examination followed their guidance and saw
increased donations to their
charitable relief efforts.
For fundraisers, this study shows the importance of testing
widely held beliefs. Contrary to
practitioner folklore, simple coverage of an issue does not
correspond to the donations given
to that issue unless the organization is the unquestionable leader
of that cause. For the three dis-
asters, the American Red Cross raised at least one-third, and up
to one-half, of all the relief dona-
tions that were made in wake of the natural disasters. Based on
the organization’s history in
responding to crises in the United States and abroad, there is
little doubt that the Red Cross
is one of the most prepared organizations for responding to
crises. News coverage of natural
disasters boosted donations to this organization but not to
others.
For nonprofit organizations that are not the recognized leader in
44. their area of focus, it is
important to note that this study found that participating in
news helped generate more dona-
tions for the organizations. Relying on media coverage alone
will not boost donations to a
nonprofit organization. It takes a proactive media relations
effort to foster an environment that
encourages donations to flow into campaign coffers. As Wenger
and Quarantelli (1989)
pointed out, the news media can be used to educate people about
crises, but they can be used
for much more.
It is important to note that this study does not purport causation
between mentions of non-
profit organizations or appearances by organizational
spokespersons in the news stories and
donations to the nonprofits. Statistically significant correlations
from archived data from the
Center of Philanthropy and Lexis-Nexis does not provide
evidence that the members of the pub-
lic who saw the news stories felt that the natural disasters were
important situations that war-
ranted support; nor do the correlations prove that seeing a
nonprofit organization highlighted
45. in news stories would result in donations from the public.
Without an experimental environment,
the causation cannot be proven; however, this study follows
previous agenda-setting studies that
demonstrate a correlation between news coverage and the
public’s attitudes. This study advances
agenda-setting theory by providing evidence of a correlation
between news coverage and public
behavior in a non-political setting.
Nonetheless, the study highlights the importance of media
relations efforts. Yoon (2005)
maintained that organizations cannot simply view media
relations activities as information sub-
sidies. Nonprofit practitioners must be knowledgeable about
working with the media so that they
respond to inquiries in a professional and timely manner.
Proactive media relations certainly
involve the preparation and distribution of news releases, media
kits, and other appropriate tac-
tics; however, reactive media relations—especially when done
in the context of unpredictable
natural disasters and crises—weigh equally in the
communications toolkit. Despite facing issues
46. involving the collection and mobilization of relief aid, nonprofit
practitioners must be willing to
dedicate time and resources to working with the media. Truly
prepared practitioners will develop
a solid understanding of the media’s operations and how
journalists work. Hiring a public rela-
tions firm to conduct a media training session simply will not
suffice, and mastering the prep-
aration of a sound bite will only go so far when dealing with
crises. Organizations must develop
relationships with reporters so that they understand how to work
with the reporters requesting
information and interviews.
342 WATERS
The study’s results show an agenda-setting influence of the
media on the public’s perceived
importance and charitable behavior. That is to say, there was an
increase in the attention that the
public paid to the natural disaster as the number of media
stories increased. There was also a
demonstrable correlation between the news coverage of
organizations and the public’s resulting
47. behavior of sending money to disaster relief efforts. In most
agenda-setting studies, there is
ample evidence looking at issue salience in the public; however,
instances providing support
for a behavioral component are much less common. Data for
this study held a reverse pattern.
Limited data was available to examine issue salience among the
public because of the lack of
public opinion polling conducted in relation to these three
natural disasters. However, there
was ample evidence supporting an agenda-setting impact on the
public’s behavior. When non-
profit organizations were able to get their organization on the
media’s agenda, they were able to
detail what the organization was doing and how they were using
charitable gifts. The data
collected show that there was a strong correlation between news
coverage of the organization
and the donations received by the organization immediately
after that coverage.
CONCLUSION
By showing a connection between news coverage, media
appearances, and charitable giving,
this study provides insight into how nonprofit organizations can
48. improve their fundraising
efforts. Although fundraisers often say that news coverage
guides donations to charitable causes,
this test did not show such correlation except for the dominant
organization in global disaster
relief efforts. Instead, the results of this study show that
organizations would be better served
by focusing their attention on working with news media to
secure coverage of the organization.
Whether these appearances come from proactive (e.g.,
distribution and follow-up of news
releases) or reactive media relations efforts (e.g., responding to
media inquiries with interviews
and information), the result of the increased work for nonprofit
fundraisers is likely to be
increased charitable contributions.
Limitations of the Study
This study focused on three natural disasters that impacted very
different geographic regions of
the world: Southeast Asia, the Gulf Coast of the United States,
and the Caribbean islands.
Results of the news coverage content analysis showed that the
closer the disaster was to the Uni-
49. ted States, the more media space was given to the disaster.
Therefore, it is possible that geogra-
phy plays an important role that was not truly accounted for in
this study. Another limitation that
must be addressed concerns the magnitude of these three events.
As discussed in the introduc-
tion, these three disasters caused substantial loss of life and
damage to physical property. The
emotional impact and devastation caused by the disasters is
unlike typical nonprofit organization
missions. As such, the correlation between news coverage and
charitable donations may not
extend to other nonprofit issues.
Additionally, this study only looked at the top five fundraising
organizations for those relief
efforts. Although the Center for Philanthropy at Indiana
University collected fundraising data for
more than 130 organizations, the data were not complete for
most organizations. These organiza-
tions simply did not have staffing available to process donations
as quickly as they were coming
CHARITABLE RELIEF FUNDRAISING 343
50. in, much less calculate daily totals to report to an independent
organization researching the nonprofit
sector. A frequency count showed that the news stories in the
sample highlighted an additional 14
organizations during the time period examined following the
three disasters. Had the fundraising data
been more complete, statistical analysis could have been run on
these organizations as well, to show
a stronger support for the agenda-setting hypotheses. It would
have been interesting to test the
agenda-setting theory with nonprofits of different sizes (e.g.,
regional, national, and international)
or stature. However, as previously stated, the smaller
organizations simply were unable to provide
this data as timely as the larger nonprofits with many fulltime
professional fundraisers.
One final limitation that needs to be addressed from a public
relations perspective is the
analysis of media relations activities. Unfortunately, specific
media relations efforts, such as dis-
tribution of news releases or pitching stories to the media, were
not archived for public access.
So, it was difficult to measure the nonprofit organizations’
media relations efforts accurately.
51. However, given the interdependent nature of the relationship
between journalists and public rela-
tions practitioners as advocated by Sallot and Johnson (2006), it
was decided that references to
nonprofit organizations by name and inclusion of organizational
spokespeople could represent
reactive media relations activities because the media often
approach organizations involved in
crises for information before information subsidies are ready to
be distributed.
Future Research
The results of this study illustrate how mass communication
theory can be used to broaden the
understanding of both fundraising and public relations
activities. This study explored the
agenda-setting theory by examining three highly unusual events:
international natural disasters.
The significant results from this study may not be
generalizeable to noncrisis conditions.
Additional tests that examine nonprofit issues not involving
disaster relief, such as AIDS or can-
cer research, should retest these hypotheses for the overall
cause and the impact on major orga-
nizations working on these causes. These tests would deepen the
52. understanding of the media’s
influence on charitable giving and help fundraising practitioners
incorporate even more public
relations planning and activities into their program
development. Fortunately, the results provide
a benchmark for future studies examining the impact of media
coverage on nonprofit organiza-
tions’ donations for other crises and more general nonprofit
programs.
Additionally, this study focused exclusively on the role of the
television media in relaying
information about the natural disasters and nonprofit
organizations providing relief effort. How-
ever, other forms of communication may have also played a
significant role in influencing the
public’s behavior. Both word-of-mouth and Internet chatter,
especially for the 2010 Haitian
earthquake, may have increased significantly given the scope of
the disaster. Future research
could examine these venues, as well as the impact of social
media and text messaging to provide
a more comprehensive understanding of the media’s impact on
charitable donations. Given the
increasing amount of scholarship focusing on the intermedia
53. agenda-setting effect that
Web-based news and social media outlets have on traditional
news outlets (and vice versa), it
would be wise to examine the impact of these forms of news
delivery on the public’s charitable
response as well. Then, fundraisers and nonprofit
communication specialists will be in a better
position to strategically advance their organizations’ missions
and programs with their
institutional track records and an established media presence.
344 WATERS
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Running Head: TITLE OF YOUR PAPER HERE IN CAPS 1
TITLE OF YOUR PAPER HERE IN CAPS 4
Title of Paper
Your Name
Grand Canyon University: Course Name , number , section
Lisa Arends, Faculty
Date
60. Title of Your Paper
Brief opening that introduces the topic and gives a summary of
what your paper will cover. This is required in all papers and is
listed in the grading rubrics under thesis statement or something
similar.
First Topic
For your papers use a level 1 heading (illustrated above) as
the first heading following your introduction. I would suggest
using assignment requirements shortened into a phrase as
headings. The heading should be bold centered and have
important words capitalized (title case). Break your section
into paragraphs each with its own topic sentence. For papers in
our course I would suggest using only level one headings and
creating one for each required area listed in the grading
rubric/instructions. As illustrated above level 1 heading are
bold centered and in title case ( all words with four or more
letters start with a capital letter).
If you decide to have subsections rather than just using level 1
as I suggest, you would use a level 2 heading like this next.
Subsection Level 2 Heading
Level 2 headings are flush left, bold and use title case.You
would write about your sub section topic here .. eventually
make another sub heading and more level one Headings (Main
sections). Use level 2 headings only if you have subtopics from
61. the main topic. Reminder, they are only used in APA if more
than one is needed.
Subsection Level 2 Heading
This would be the next sub section. Only use a level 2 heading/
sub section if you have at least 2 subsections. You would also
be correct in just using level 1 headings for each main topic and
dividing the sub topics into paragraphs.
Another Topic
I would suggest using a shortened phrase that represents the
assignments requirements as your headings, as it will help you
to organized, and it will section things off so you can focus on
each required topic. Your final level 1 heading will be
“Conclusion” In which you summarize important points from
your paper. Then you would begin the reference page, which is
always on a page of it’s own.
Conclusion
A brief review of important points your paper covered goes
here. Never introduce new information in your conclusion.
References
Arends, L (2018). Title in regular font without title case. DOI
or retrieved from info. You can
find info on how to format references in our APA resource area.
Some tips, use the organization’s name in the author spot if no
author is listed, and use the hanging indent on all lines except
the first. If there is only one reference the label should say
reference.
I included the references from our unit 2 assigned reading
below.
American Association of Colleges of Nursing [AACN]. (2018).
Creating a more highly
qualified nursing workforce. Retrieved from
https://www.aacnnursing.org/News-Information/Fact-