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How to Save the World
Unformatted Document Text:  6 organizations were initially contacted for this study. Referrals from previously interviewed agencies proved valuable. Each interview lasted between 20 minutes to 70 minutes; the average took 35 minutes. The majority of participants were public relations directors (or officers) or media relations specialists. Three organizations did not employ PR personnel and three directors were not able to grant time for an interview. In these cases, the participants were membership coordinators or fundraising directors. Each interview was recorded for accurate data retrieval. All respondents were forthcoming and honest in their ability to answer each question accurately, sometimes referring to another member of staff who could provide more insight. The Structure The interviews were highly structured with an identical transcript of questions adhered to throughout the entire process. This structure meant there was very little divergence from the list of queries so all the agencies were on equal ground. (This enabled us to elicit qualitative answers while still adhering to some aspects of a quantitative configuration.) In cases where we desired more detailed information, a more comprehensive response was elicited, probing them, for example, to “elaborate a bit more” on their answers. (Marshall and Rossman, 1989) The interview transcript consisted of the following ten questions: 1. How would you define the main mission of your organization? 2. What methods do you employ to recruit members/volunteers? 3. What forms of communication do you find most helpful in keeping your members involved and informed? Do you use any different methods on pressing issues? 4. What fundraising techniques have you found to be most successful? 5. Has [organization’s name] ever solicited corporate donors? If so, was it successful? 6. To what degree are your PR programs proactive? 7. How do you obtain media coverage when major, timely issues come up? 8. Who comes to mind when someone refers to your strongest allies? 9. What do you think of government lobbying in terms of your organization? 10. Tell me where you think the future of Boston’s/London’s environmental movement is heading.

Authors: Nordhoff, Andrew. and Downes, Edward.
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organizations were initially contacted for this study. Referrals from previously interviewed
agencies proved valuable.
Each interview lasted between 20 minutes to 70 minutes; the average took 35 minutes. The
majority of participants were public relations directors (or officers) or media relations specialists.
Three organizations did not employ PR personnel and three directors were not able to grant time
for an interview. In these cases, the participants were membership coordinators or fundraising
directors. Each interview was recorded for accurate data retrieval. All respondents were
forthcoming and honest in their ability to answer each question accurately, sometimes referring to
another member of staff who could provide more insight.
The Structure
The interviews were highly structured with an identical transcript of questions adhered to
throughout the entire process. This structure meant there was very little divergence from the list
of queries so all the agencies were on equal ground. (This enabled us to elicit qualitative answers
while still adhering to some aspects of a quantitative configuration.) In cases where we desired
more detailed information, a more comprehensive response was elicited, probing them, for
example, to “elaborate a bit more” on their answers. (Marshall and Rossman, 1989) The
interview transcript consisted of the following ten questions:
1. How would you define the main mission of your organization?
2. What methods do you employ to recruit members/volunteers?
3. What forms of communication do you find most helpful in keeping your members
involved and informed? Do you use any different methods on pressing issues?
4. What fundraising techniques have you found to be most successful?
5. Has
[organization’s name] ever solicited corporate donors? If so, was it successful?
6. To what degree are your PR programs proactive?
7. How do you obtain media coverage when major, timely issues come up?
8. Who comes to mind when someone refers to your strongest allies?
9. What do you think of government lobbying in terms of your organization?
10. Tell me where you think the future of Boston’s/London’s environmental movement is
heading.


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