Toward a Dialogic Theory of Fundraising

Kelly (1991, 1998) theoretically grounded fundraising within the paradigm of public relations. The Internet can potentially help nonprofit organizations boost their volunteer, donor, and fundraising opportunities through effective website management (Kang & Norton, 2004). The work of Kent and Taylor (1998, 2002) and others provides fertile ground for scholars to explore dialogic relationship-building with donor publics. The purpose of this study was to extend research investigating the practical and theoretical implications of the fundraising activities via community college websites, viewed through the lens of the dialogic theory of public relations. A study of the full population of New Jersey's community colleges indicates that they are not taking full advantage of the dialogic fundraising capacities of the Internet. This is problematic, particularly in light of the many economic constraints that have been impinged on colleges and universities throughout the nation. The implications for scholars and practitioners as they consider the dialogic capacity of computer mediated fundraising via the Internet are discussed.