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Public's Trust in Nonprofit Organizations : The Role of Relationship Marketing and Management

By:

Bryce Herrington J

Material type: Article

ArticleLanguage: ENG Series: ; 49Publication details: Summer 2007 0Edition: 4Description: 112-131 PpSubject(s):

Nonprofit, Organizations, Public Trust, Marketing

DDC classification:

Online resources:

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Summary: The article reports on the research findings and implications based on the public perception of nonprofit organizations. Nonprofit and for profit transactions are contrasted to emphasize the necessity of the public trust for the former's success. A crisis analysis to identify the nonprofit's source of distrust should precede the actual research. Social scientists state that the reciprocity of expectations is crucial in maintaining the public trust towards nonprofit organizations. Relationship marketing depends on social exchange.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Bry (Browse shelf(Opens below))	Available		AR10601

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The article reports on the research findings and implications based on the public perception of nonprofit organizations. Nonprofit and for profit transactions are contrasted to emphasize the necessity of the public trust for the former's success. A crisis analysis to identify the nonprofit's source of distrust should precede the actual research. Social scientists state that the reciprocity of expectations is crucial in maintaining the public trust towards nonprofit organizations. Relationship marketing depends on social exchange.

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