Online from: 1996
Subject Area: Marketing
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|Title:||Organizational roles enacted by healthcare fundraisers: A national study testing theory and assessing gender differences|
|Author(s):||Richard D. Waters, (School of Management, University of San Francisco, San Francisco, California, USA), Kathleen S. Kelly, (Department of Public Relations, University of Florida, Gainesville, Florida, USA), Mary Lee Walker, (Orlando, Florida, USA)|
|Citation:||Richard D. Waters, Kathleen S. Kelly, Mary Lee Walker, (2012) "Organizational roles enacted by healthcare fundraisers: A national study testing theory and assessing gender differences", Journal of Communication Management, Vol. 16 Iss: 3, pp.244 - 263|
|Keywords:||Fund raising, Gender, Gender differences, Nonprofit Organizations, Public relations, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/13632541211245802 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this study is to examine Kelly's proposed fundraising roles scales to describe the daily activities of male and female fundraisers.
Design/methodology/approach – The data collection procedure involved a national survey to a random sample of 286 fundraisers from the American Health Association. The pen-and-paper survey had a 48 percent response rate, and the scale indices were found to be reliable with Cronbach alpha tests.
Findings – The study found that there were no statistical differences in how male and female fundraisers enacted the technician role; however, gender differences emerged for all three managerial roles with males enacting the roles at statistically significant greater rates.
Originality/value – This study represents an important initial step in advancing theoretical knowledge on fundraising, and it is the first quantitative test of Kelly's proposed fundraising role scales.
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