The Reality of Public Relations in the Nonprofit Organizations at Gaza Strip and its Role in Fundraising

Abstract

This study aimed to know the reality of Public Relations (PR) in Non-Profit Organizations (NPOs) in the
Gaza Strip and its role in fundraising. To conclude this study, the researchers used the descriptive analytical
approach. The study population consisted of all fundraisers and employees working in fundraising in NPOs. The
researchers designed a questionnaire as a study tool to achieve objectives of the study. They also used a
comprehensive inventory method, where (295) questionnaires were distributed to all elements of study population,
from which (230) were retrieved with a respondent rate (77.9%), and the data were statistically analyzed by (SPSS)
program to reach the findings.
The findings of study indicated that NPOs practice public relations and fundraising activities with a
moderate degree, and there is a correlation coefficient between public relations and fundraising reached (0.745),
which indicates the existence of a statistically significant positive correlation between public relations and fundraising. Also, it was found that there is a statistically significant effect of the overall degree of public relations in fundraising with a rate of (55%), and the variables affecting fundraising are (characteristics of PR employees),
and (reputation of the organization), while it was found a weak effect of other variables (PR activities and programs, the existence of a network of relationships, the means of communication used). Based on these findings, the study presented a set of recommendations, the most important of which was that NPOs should enhance public relations activities and programs that would clearly demonstrate the mission and objectives of the organization and to enhance fundraising..