Confessions from the nonprofit world: How nonprofits are using social media (and how they need to change their approach)

Ryan Goodenough

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 2, 172-181

Abstract: Social media present a tremendous opportunity for nonprofit organisations to increase membership, awareness and fundraising. When leveraged correctly, these new tools can be truly transformational. But nonprofits are struggling with understanding the resource commitment, the ways to use these tools, and the need to stay ahead of the curve. A successful social media strategy for nonprofit organisations must be based on forward thinking and executive support. Without those two key ingredients, the social media recipe for nonprofits simply does not work.

Keywords: social media; communications; fundraising; nonprofits (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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