Abstract
ABSTRACT Stewardship in public relations is how nonprofits deepen relationships with donors over time. However, reality has demonstrated many instances where organization-donor relationships still fail despite communication. This study takes a unique look at the practice of stewardship in public relations by examining why some donor-nonprofit relationships are unsuccessful. Drawing upon theories of contingency and dialogue as well as concepts related to donor dropout, this paper seeks to apply recent developments in public relations literature to stewardship and donor OPRs. The paper takes a qualitative approach, using semi-structured interviews with 26 donors from nonprofits across the United States to examine their experiences with nonprofits. Inductive analysis found seven key themes relating to stewardship practices that could make or break a donor relationship: Irresponsible Reporting, Meaningless Engagement, Unsanctioned Recognition, Legal and Policy Constraints, Financial Instability, Poor Fit with Mission and Personal Interests, and Social Mismatch. Together, these elements show that donors leave when they do not find opportunities to engage in true dialogue, that good relationships can fail over time, and donor disloyalty is worth further investigation.
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