Throughout the history of the United States, Americans customarily have given away their money, as well as their time to serve the common good. Americans will give "to build something, to fight something, or to save something" (Fink, 1990, p. 136). They make gifts to causes, or the societal problems represented by organizational missions, that are important to them. Individuals give not only to advance a common good, but also to receive private goods, or benefits that are internal, intangible, and in some cases, tangible (Steinberg, 1989). To create this feeling of reciprocity for prospective donors who have not actually benefited from the organization, charitable organizations attempt to attract these individuals by providing them with a benefit from the organization as a result of their donation of time or money. A benefit many individuals are now receiving as a result of their donations is the personal association, real or perceived, with a celebrity (Wheeler, 2002). Preliminary empirical evidence suggests that celebrities are more effective as endorsers when they are personally connected to a cause not only because they help raise awareness for the cause, but they also have a perceived higher level of involvement in the organization. To date, most celebrity endorsement research remains in the field of marketing, while fund raising is more effective when discussed from the public relations perspective (Kelly, 1991, p. 163). However, there currently is no discipline-specific public relations theory that merges the concept of celebrity endorsement with the concepts of symmetrical and asymmetrical fund raising. Fortunately, the interdisciplinary nature of public relations fosters the use of theoretical constructs from other areas of the social sciences, including marketing research (Werder, 2003). The mixed motive model of public relations (Dozier, L. Grunig, & J. Grunig, 1995) provides a framework when it is adapted to guide celebrity endorser fund raising success on a continuum between marketing and public relations. This study did not find support for the integrated communication model of celebrity endorsement fund raising since no significant differences existed between the different endorsers ability to increase the active seeking of information and acting on that information, information processing, and willingness to donate money and volunteer time for a charitable organization.

Title from PDF of title page. / Document formatted into pages; contains 117 pages. / Thesis (M.A.)--University of South Florida, 2003. / Includes bibliographical references. / Text (Electronic thesis) in PDF format. / ABSTRACT: Throughout the history of the United States, Americans customarily have given away their money, as well as their time to serve the common good. Americans will give "to build something, to fight something, or to save something" (Fink, 1990, p. 136). They make gifts to causes, or the societal problems represented by organizational missions, that are important to them. Individuals give not only to advance a common good, but also to receive private goods, or benefits that are internal, intangible, and in some cases, tangible (Steinberg, 1989). To create this feeling of reciprocity for prospective donors who have not actually benefited from the organization, charitable organizations attempt to attract these individuals by providing them with a benefit from the organization as a result of their donation of time or money. / ABSTRACT: A benefit many individuals are now receiving as a result of their donations is the personal association, real or perceived, with a celebrity (Wheeler, 2002). Preliminary empirical evidence suggests that celebrities are more effective as endorsers when they are personally connected to a cause not only because they help raise awareness for the cause, but they also have a perceived higher level of involvement in the organization. To date, most celebrity endorsement research remains in the field of marketing, while fund raising is more effective when discussed from the public relations perspective (Kelly, 1991, p. 163). However, there currently is no discipline-specific public relations theory that merges the concept of celebrity endorsement with the concepts of symmetrical and asymmetrical fund raising. / ABSTRACT: Fortunately, the interdisciplinary nature of public relations fosters the use of theoretical constructs from other areas of the social sciences, including marketing research (Werder, 2003). The mixed motive model of public relations (Dozier, L. Grunig, & J. Grunig, 1995) provides a framework when it is adapted to guide celebrity endorser fund raising success on a continuum between marketing and public relations. This study did not find support for the integrated communication model of celebrity endorsement fund raising since no significant differences existed between the different endorsers ability to increase the active seeking of information and acting on that information, information processing, and willingness to donate money and volunteer time for a charitable organization. / System requirements: World Wide Web browser and PDF reader. / Mode of access: World Wide Web.

Text in English, abstracts and keywords in English, Afrikaans and Zulu / Secondary educational institutions need to constantly scan their environment for crises that could hamper their operations and hinder the achievement of their organisational objectives. These institutions should also engage their strategic stakeholders in a mixed motive communication to collaboratively discuss the crises and find amicable solutions; thereby avoiding crises like the proliferating student strikes in secondary educational institutions in Kenya. This study explored the need for a customised Proactive Crisis Communication Process (PCCP) framework for secondary educational institutions in Kenya to avoid student strikes. A two-phased approach was adopted to collect the data. The first phase involved 12 one-on-one semi-structured interviews with the principals of the secondary educational institutions in Mirangine Sub-County, while the second phase involved five focus group discussions with the students of Ruiru Secondary School. The results indicated that student strikes in secondary educational institutions in Kenya were proliferating and that despite this, these institutions lack proactive measures to avoid strikes. Hence, this study posited a PCCP framework that proposed various proactive measures to avoid student strikes in secondary educational institutions in Kenya. / Sekondêre opvoedkundige instellings moet konstant hul omgewing ondersoek vir krisisse wat hul bedrywighede kan belemmer en die bereiking van hul organisatoriese doelwitte kan verhinder. Hierdie instellings moet ook hul strategiese belanghebbers by gemengdemotief- kommunikasie betrek om gesamentlik die krisisse te bespreek en minlike oplossings te vind; en sodoende krisisse soos die toenemende studentestakings in sekondêre opvoedkundige instellings in Kenia te vermy. In hierdie studie is die nodigheid vir ʼn doelgemaakte ProaktieweKrisiskommunikasieproses (PCCP)-raamwerkvir sekondêre opvoedkundige instellings in Kenia ondersoek om studentestakings te voorkom. ʼn Tweefase-benadering is gevolg om die data in te samel. Die eerste fase het 12 halfgestruktureerde onderhoude behels wat een-tot-een met die hoofde van die sekondêre opvoedkundige instellingsin Mirangine Sub-Countygevoer is, terwyl die tweede fase bestaan het uit vyf fokusgroepbesprekings met die studente van RuiruSecondarySchool. Die resultate het getoon dat studentestakings in sekondêre opvoedkundige instellingsin Kenia vinnig toeneem en dat hierdie instellings, ten spyte daarvan, nie oor proaktiewe maatstawwe beskik om stakings af te weer nie.Gevolglik het hierdie studie ʼn PCCP-raamwerk aangeneem wat verskeie proaktiewe maatstawwe voorstel om stakings deur studente in sekondêre opvoedkundige instellings in Kenia te verhoed. / Izikhungo zemfundoyomkhakhawamasekhondari kumele zihlale ziqaphele ukuthi akukho yini endaweniezikuyookungasusaudweshubesekuphazamisaukusebenzakwazokuvimbe impumeleloyazoezinhloswenizayo.Lezizikhungokumelezibuyezisebenzisane nabathintekayo balawule amasu okusebenza ukuba kubenokuxhumana okunhlobonhlobo kuxoxwe ngokubambisana ngodweshu olungavela nokuthi lungasonjululwa kanjani ngendlela egculisayo; ngaleyo ndlela-ke ingagwemeka imibhikisho yabafundi elokhu isabalala ezikhungwenj zamasekhondari eKenya. Lolu cwaningoluhlola isidingo sohlaka lwekhethelo lokusheshe kusukunyelweudweshu lungakenzeki,i-Proactive Crisis Communication Process (PCCP) olungasebenza ezikhungweni zemfundo yamasekhondari eKenya ukuze kugwenywe imibhikisho yabafujni. Kwemukelwaindlela ezigaba zimbili yokuqoqainingwane. Isigaba sokuqala ngokuxoxisana okuyi-12 komuntu ebhekene nomuntu okuthi akuhleleke nje, okwenziwa nothishanhloko bezukhungo zemfundi yamasekhondaribaseMiringane Sub-County, kanti isigaba sesibili sabandakanya izingxoxo eziyisihlanu zamaqembu agxike kokuthile nje, zenziwa nabafundi besikole iRuri Secondary School. Imiphumela yaveza ukuthi imibhikisho ezikhungweni zemfundo yamasekhondari eKenya yabe yanda nokuthi nangaphandle kwalokhu izikhungo lezi zazingenazo izinyathelo ezingazithatha ngaphambi kwesikhathi ukuvimba ukwenziwa kwemibhikisho. Yikho-ke lolu cwaningo luphakamisa uhlaka lwe-PCCP oluncoma izinyathelo ezahlukene okumele zisheshe zithathwe ukugwema imibhikisho yabafundi ezikhungweni zamasekhondari eKenya. / Communication / M.A. (Communication)