Public and Nonprofit Administration — Business Administration — Nonprofit Administration — Public Administration
Richard D Waters

Richard D Waters

Associate Professor

Associate Professor Richard Waters is a prolific, forward-thinking researcher and educator in the fields of communications and public relations, as well as a highly active consultant to Fortune 500 companies and Philanthropy 400 nonprofit organizations. Teaching courses in organizational communication, fundraising for nonprofits, marketing for nonprofits, digital marketing/communications and quantitative methods, Professor Waters draws from his expertise in public relations, fundraising, marketing, campaigns, analytics and social media - giving students a comprehensive introduction to effective communication strategy, execution and analysis.

Driven by his own desire to help those most in need, Dr. Waters firmly believes in guiding his students towards careers that are deeply committed to supporting social justice initiatives.

Dr. Waters’s research explores such varied topics as LGBT issues in strategic communication, relationship management theory with emphasis on the nonprofit-donor relationship, the ethics of fundraising, and effective use of social media in the classroom. He has authored multiple books and his articles have been published in a number of esteemed professional journals including the Journal of Public Relations Research, Public Relations Review, and Nonprofit and Voluntary Sector Quarterly.


Ph.D., Mass Communications, University of Florida, Gainesville, FL, 2007
M.S., Public Relations, Syracuse University, Syracuse, NY, 2000
A.B.J., Public Relations (Minor in Political Science), University of Georgia, Athens, GA, 1998

Courses Offered
  • The following courses represent the last 3 years of teaching and do not represent the current course offerings.
  • MBA 6306: Advertising and Promotion
  • MBA 6312: IMC3 – Social Media
  • MNA 672: Marketing for NPOs
  • MNA 673: Nonprofit Development and Fundraiser
  • OBL 321: Organizational Communication
  • OBL 336: Topics in Organizational Behavior
  • PA 670: Quantitative Methods

The following list is a selection of recent publications and does not represent the entire body of research.

Coming out of the closet: Exploring LGBT issues in strategic communication with theory and research, New York: Peter Lang, 2013 (with Natalie T. J. Tindall)

"Virtual stewardship in the age of new media: Have nonprofit organizations moved beyond Web 1.0 strategies?," International Journal of Nonprofit and Voluntary Sector Marketing, vol. 18, Issue 3, 2013 (With K. L. Fenley)

"Tracing the impact of media relations and television coverage on U.S. charitable relief fundraising: An application of agenda-setting theory across three natural disasters," Journal of Public Relations Research, vol. 25, Issue 4, 2013

"Improving volunteer retention efforts in public library systems: How communication and inclusion impact female and male volunteers differently," International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 17, Issue 2, 2012 (With D. S. Bortree)

Honors and Awards

Outstanding Paper of the Year Award, Corporate Communications: An International Journal, 2012

Outstanding Research Award, USF School of Management, 2012


Associate Editor, Case Studies in Strategic Communication

Editorial Review Board, Journal of Public Relations Research

Editorial Review Board, Journal of Nonprofit and Public Sector Marketing

Editorial Review Board, PRism

Richard Waters, University of San Francisco School of Management