عنوان مقاله [English]
Objective: The purpose of this research is to identify the effective factors of communication with donors and its obstacles from the point of view of public library managers of Razavi Khorasan Province.
Methodology: The statistical population of the research included 28 people from the managers of public libraries in Razavi Khorasan Province. It was carried out using the survey method and descriptive and analytical approach. The researcher's questions, based on library studies, were used to collect data. In this research, factors such as culture building factors, identification and attraction factors, retention, and loyalty factors have been investigated. The formal and content validity of the questionnaire was confirmed by experts of the Khorasan Razavi Public Libraries, and some related professors. The reliability of the questionnaire was obtained by Cronbach's alpha method, 0.91, and the reliability coefficient of the components of organizational communication, including: culture-building factor, identification and attraction factor, and retention and loyalty factor, respectively, were equal to 0.92, 0.95, 0.78, which is an acceptable reliability. The research data were analyzed at the descriptive level, which used frequency distribution tables and central indicators (mean) and standard deviation at the descriptive level.
Findings: The findings of the research showed that retention and loyalty factors based on the performance index with 39.73 percent and the importance index with 40.41 percent obtained the highest percentage. In addition, the factors of identification and attraction based on the performance index with 38.43 percent and the importance index of 39.02 percent have taken the second place. Cultivation factors based on performance index with 21.82 percent and importance index with 20.55 percent received the third rank.
Conclusion: As the findings showed, the highest factor in the performance and importance index is the factor of retention loyalty. Purposeful communication in the organization causes internal organizational strategies such as creating a suitable structure for organizational communication with donors and external strategies such as communication with organizations related to endowment and philanthropy causes the library to attract donors, and increased gifts, donations, and cash and non-cash assistances.