Associations among relationship maintenance strategies, organisation-public relationships, and support for organisations: An exploratory study of the non-profit sector

In this study, the relationships among relationship maintenance strategies, organisation-public relationships, and support for the organisation were examined. In particular, the focus is on non-profit organisations in South Korea, which has seldom been subject to public relations relationship management research. Support for organisations was conceptualised and measured as intention to donate and volunteer, as non-profit organisations heavily rely on these two types of public support. A survey of 275 members from five different non-profit organisations in South Korea was conducted from May to June 2008. Findings of the study showed that relationship maintenance strategies are critical antecedents of organisation-public relationships. Furthermore, the quality of organisation-public relationships significantly affected the public’s intention to support non-profit organisations. Theoretical and practical implications of the study results are discussed.