Abstract
Using qualitative content analysis, this study employs agenda building and framing to examine e-mail messages from Susan G. Komen for the Cure and the Komen Advocacy Alliance to determine strategies for communicating about breast cancer and inspiring involvement in nonprofit advocacy and fundraising efforts. Three types of messages, nine frames, and various tactics emerged among 50 messages sent during 1 year. Theoretical implications and practical applications for public relations and fundraising professionals are discussed.
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