GOBERNABILIDAD RAIZAL

This dissertation also sought to build on our understanding of the role of

stewardship in the relationship management process, and replicate existing stewardship- related OPR research in a new context (Waters, 2011a). To this end, the newly validated stewardship scales were tested in terms of their ability to predict positive relationship evaluations. Since Hon & Grunig (1999) advanced scales to measure trust, commitment and satisfaction, they have become popular relationship quality measures in the public relations literature (e.g., Bruning & Galloway, 2003; Ki & Hon, 2007) and, thus, were included in this research.

Before examining the effectiveness of stewardship strategies in predicting positive relationship evaluations of trust, commitment and satisfaction, the author first analyzed respondents’ ratings of each of the evaluation measures (RQ3) and explored the relationships among measures (RQ4). Respondents in this study reported high levels of trust in the organization as measured with dimensions of competency, dependability and integrity. Commitment to the organization was also high, as was satisfaction. Next the

author examined the relationships among these variables and found an extremely high correlation. Further analysis indicated that scale items that were expected to measure distinct factors were, in fact, conceptually similar. It is possible that these scales provide an overall measure of affect, or generally positive feelings about the organization, in the context of this study. Given, however, that the literature identifies these factors as distinct variables, the author proceeded with an examination of the relationships among

stewardship strategies and each of the relationship evaluation scales separately.

To better understand the relationships among stewardship strategies and positive relationship evaluations, three hypotheses and a research question were proposed. H1 (a- c) posited that positive evaluations of stewardship would predict positive relationship evaluations, while the research question inquired as to which strategies were most influential (RQ5). These hypotheses were partially supported. Overall, relationship nurturing was the best predictor for trust, commitment and satisfaction. Appreciation and responsibility strategies also influenced positive relationship evaluations. These results indicate that nonprofit organization should be diligent in their efforts to keep stakeholders actively engaged with the organization, personally thank stakeholders for their support, and share stories of how the organizational mission is being met. Recognition negatively predicted positive relationship evaluations, which may mean the organization could improve their public acknowledgements of supporters, or that stakeholders are less inclined to be influenced by recognition strategies. Reporting, however, was not a significant predictor. The lack of significance for reporting strategies may mean that communications related to financial accountability and institutional policies is less important to stakeholders. Alternately, it may mean that, in the context of this study,

reporting strategies were insufficiently executed by the organization to assess their importance as a predictor of relationship evaluations. More research is needed in other organizational contexts to assess the ramifications of this finding for research and practice.

It is also interesting to note the group differences in effectiveness of the stewardship strategies for influencing positive relationship evaluations (RQ6). Relationship evaluations of trust, commitment and satisfaction of respondents who indicated they were both donor and volunteer were most influenced by relationship nurturing strategies, and to a lesser degree by appreciation for their support and demonstrations of responsibility. Respondents who self-identified as donor only, however, were influenced in different ways by the relationship cultivation strategies of stewardship. These donor-only respondents’ levels of trust and satisfaction were most influenced by responsibility strategies, or demonstrations that the organization effectively and wisely uses its resources to fulfill its mission. In the organizational context, this indicates that communicating with donors how their fiscal gifts have been used to fulfill the organizational mission are valued and important. Positive evaluations of trust and satisfaction were also influenced by relationship nurturing strategies and appreciation, but not recognition or reporting.

Perhaps the most surprising finding related to group differences with relationship to the influence of stewardship strategies on relationship evaluations, however, is that donor-only respondents’ levels of commitment were most influenced by relationship nurturing strategies, followed by responsibility and appreciation. When compared to the responses of their counterparts who identified as both donor and volunteer, similarities

are noted. This finding and comparison provides evidence that to move donors to higher levels of engagement with the organization, it may be important to communicate more opportunities to actively support the organization’s mission. Future research should explore this in greater detail to determine if higher levels of communication concerning ways to support the organization convert donor-only stakeholders to those who donate both time and money.

Findings from this series of hypotheses and research questions provide several key insights for academics studying the organization public relationship in a nonprofit context, as well as practitioners working in nonprofit public relations. First, reinforcing earlier claims that previous measures of reciprocity as a single construct are insufficient, strategies of appreciation and recognition show dramatically different influence.

Therefore, scholars seeking to further explore stewardship as part of a relationship management paradigm would be well advised to split these variables into separate

factors. Further, practitioners seeking to improve relationship evaluations by stakeholders should work to better understand how stakeholders wish to be thanked, be it publicly (recognition) or more personally and privately (appreciation).

These results also indicate that the focus on the donor-organization relationship is insufficient. The viability and longevity of a nonprofit is often dependent not only on fiscal gifts, but also on the support of volunteers who contribute their time and talents. While both stakeholder groups positively evaluate this relationship, the findings tell us that communication strategies should vary more than has previously been explored based on the audience. Overall, however, engaging stakeholders in more conversation and providing additional opportunities to participate in fulfilling the organizational mission

(relationship nurturing) is important for maintaining positive relationship outcomes and may be a way to move donors to higher levels of engagement. This may reflect a stakeholder need to feel involved, not just be aware of mission fulfillment and feel appreciated. However, more research is needed to understand the underlying reasons for this phenomenon.