Framing breast cancer: Building an agenda through online advocacy and fundraising

Using qualitative content analysis, this study employs agenda building and framing to examine e-mail messages from Susan G. Komen for the Cure and the Komen Advocacy Alliance to determine strategies for communicating about breast cancer and inspiring involvement in nonprofit advocacy and fundraising efforts. Three types of messages, nine frames, and various tactics emerged among 50 messages sent during 1 year. Theoretical implications and practical applications for public relations and fundraising professionals are discussed.

► Qualitative content analysis of e-mails from Susan G. Komen for the Cure.
► 50 messages sent during 1 year.
► Three types of messages, nine frames, and many tactics described.
► Practical and theoretical implications for PR and fundraising discussed.