Abstract :
Using historical methods, this paper presents a case study of celebrity Danny Thomas and his efforts to found successful non-profit health organisation, St. Jude Childrenʹs Research Hospital. Through historical documents, relevant media coverage, and interviews, this study reviews Thomasʹ relationship-building strategies and public response from numerous stakeholders from 1962 to 1991. The paper also examines St. Judeʹs various communication and fundraising tactics, which have helped cultivate these relationships to create long-lasting public support for the organisation.
