PUBLIC-RELATIONS AND FUND-RAISING ENCROACHMENT - LOSING CONTROL IN THE NONPROFIT SECTOR

Although scholars have examined marketing encroachment on public relations in the for-profit sector, little research has been done on encroachment by fund raising in the nonprofit sector. This article documents fund-raising encroachment and theorizes about external and internal factors contributing to it. It concludes that role as a technician, perception of public relations as a secondary function, organizational turbulence, and dependency on private gifts lead to the takeover of the public relations department. Kelly is an associate professor in the Department of Communication at the University of Southwestern Louisiana, and former fund-raising official at the University of Maryland, from where she earned her doctoral degree in public relations.