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Newsroom-Prinzipien in der NGO-Kommunikation

In: Handbuch Fundraising

Author

Listed:
  • Katrin Kowark

    (Bundesverband Deutscher Stiftungen e. V.)

  • Mario Schulz

    (Bundesverband Deutscher Stiftungen e. V.)

Abstract

Zusammenfassung Nichtregierungsorganisationen (NGO) passen ihre Kommunikation aufgrund der Herausforderungen der VUCA World an. Die Vorreiter orientieren sich dabei an Newsroom-Prinzipien, die geprägt sind von New Work-Ansätzen. Das Fundraising steht vor gleichen Herausforderungen. Kommunikation und Fundraising sind zwei Seiten einer Medaille. Die neuen hier dargelegten Newsroom-Methoden und -Tools können zum einem transferiert werden und zum anderen dabei helfen, beide Entitäten wieder besser zu verzahnen und dadurch für die NGOs mehr zu bewirken.

Suggested Citation

  • Katrin Kowark & Mario Schulz, 2024. "Newsroom-Prinzipien in der NGO-Kommunikation," Springer Books, in: Michael Urselmann (ed.), Handbuch Fundraising, edition 3, pages 505-526, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33765-0_36
    DOI: 10.1007/978-3-658-33765-0_36
    as

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