"We have two main goals for this book: First, to develop a distinct communication perspective of nonprofit work; and second, to then apply this communication perspective to a number of key issues that are at the heart of organizing to promote the common good - all of which will lead to a better understanding of nonprofit work. Throughout this book, we will often say "the nonprofit" instead of nonprofit organizations or the nonprofit sector to signal something more than just the tax status of a company or a collection of ...
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"We have two main goals for this book: First, to develop a distinct communication perspective of nonprofit work; and second, to then apply this communication perspective to a number of key issues that are at the heart of organizing to promote the common good - all of which will lead to a better understanding of nonprofit work. Throughout this book, we will often say "the nonprofit" instead of nonprofit organizations or the nonprofit sector to signal something more than just the tax status of a company or a collection of organizations in our economy. Instead, we have in mind a more profound ethos or character, a spirit of civic and political engagement, cooperation and social entrepreneurship, service delivery and welfare provision, and religious faith and ideological expression. This certainly involves specific organizations that can be identified as a particular economic sector of our society - both of which are important manifestations of the nonprofit that we will address as we frame each chapter. But the soul of the nonprofit is much more than this. And for the nonprofit to thrive and flourish, we need to develop a deeper sense of its core values and beliefs, and then see how these play out in our attempts at forming and managing organizations to carry out the critical task of the nonprofit. We also emphasize the notion of nonprofit work, as you'll notice in the title. We want to focus more on the doing or practice of the nonprofit, rather than just the "thing" of an abstract sector or a static organization. This is a big part of what a communication perspective is all about"--
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