The importance of fund raising education to public relations practitioners and students: a curriculum issue in higher education

The purpose of this study was to determine the importance of fund raising education to practitioners in four sections of the Public Relations Society of America (PRSA), its prominence in popular public relations textbooks, and its importance to senior public relations students at colleges and universities with chapters of Public Relations Student Society of America (PRSSA). Specifically, the problem addressed by the research was whether public relations practitioners in nonprofit organizations have had formal training or education in fund raising concepts and techniques.

Mail surveys were used to collect data from public relations practitioners and from senior public relations students. A content analysis of eight public relations textbooks was completed

Results of the study of public relations practitioners indicated that knowledge of fund raising concepts and techniques is important to public relations practitioners in nonprofit organizations; that public relations practitioners in nonprofit organizations are responsible for fund raising activities; and that they have not had formal training/education to prepare them for those responsibilities. The content analysis of eight textbooks revealed that little attention is given to the discussion of fund raising in public relations textbooks used in introductory principles, administration/ management, or cases/campaigns classes. Finally, responses fix)m senior public relations students indicated that students recognize the importance of fund raising to nonprofit organizations but that public relations courses do not provide discussion of fund raising concepts and techniques.

Conclusions drawn fix>m the three studies respond to a curriculum issue in higher education and call for formal training/education in fund raising concepts as a part of public relations education in colleges and universities.