Contribution of Public Relations to Disaster Fundraising in a Non Government Organization A case of Uganda Red Cross Society

Abstract

Contribution of Public Relations to Disaster Fundraising in Non Government Organizations: a case of the Uganda Red Cross Society The Uganda Red Cross Society mainly depends on donations in providing humanitarian assistance during disasters and generates additional income needed for interventions through fundraising. The organization funds 63% of its budget through donations and fundraising activities. This study examined the contribution of Public Relations to disaster fund raising programs of the URCS. In order to analyze the relationship between public relations and fundraising four objectives were identified. The study sought to understand effect of donor relations on URCS fundraising programs. The contribution of employees’ relations to fundraising was also analyzed. The third objective was to examine the contribution of community relations to fundraising and finally from the results of the study a public relations strategy was proposed. The study examined the level of public relations in the light of its correlation relationships with the fundraising function in the URCS. These relationships were ascertained through structured questionnaires which were administered to donors, employees of URCS and the members selected from communities in Kampala. Face to face interviews were also conducted. Correlation tests were used to analyze the relationship between public relations and fundraising. Based on findings from the study it was concluded that although URCS had credible relations with its donors and had well motivated and committed employees it lacked appreciation of the importance of the community in mobilizing interventions whenever disaster occurred. In that regard it was recommended that URCS crafted public relations strategic policy that would promote continuous disaster fundraising programs as opposed to responding only at the time of emergency.