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Identitätsorientiertes Kommunikationsmanagement aus Fundraising-Sicht

In: Handbuch Fundraising

Author

Listed:
  • Maria Steinbauer

    (Save the Children)

Abstract

Zusammenfassung Fundraiser haben Jobs mit viel Verantwortung und von grosser Bedeutung für den Unternehmenserfolg – häufig sind sie jedoch nicht auf Führungsebene vertreten. Mit dem Modell des identitätsorientierten Kommunikationsmanagements lässt sich klar aufzeigen, dass die aktuelle strukturelle Einbettung des Fundraisings bei NPOs nicht nur eine Benachteiligung der Berufsgruppe der Fundraiser ist, sondern vor allem auch dem Identitätsmanagement und der damit verbundenen Wertschöpfung der NPOs schadet. NPOs sind gut beraten, wenn sie das Fundraising in ihre Geschäftsleitungsgremien integrieren.

Suggested Citation

  • Maria Steinbauer, 2024. "Identitätsorientiertes Kommunikationsmanagement aus Fundraising-Sicht," Springer Books, in: Michael Urselmann (ed.), Handbuch Fundraising, edition 3, pages 635-645, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33765-0_52
    DOI: 10.1007/978-3-658-33765-0_52
    as

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