Not-for-profit digital and social media strategy — From zero to hero: Case study of Special Olympics Australia

Peter Wilson and Alex Mcneilly

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 228-235

Abstract: Special Olympics Australia, a not-for-profit organisation that transforms the lives of people with an intellectual disability through weekly participation in sport, required an integrated approach to digital and social media communications to engage diverse target audiences. Aligning with national strategic objectives, digital and social media needed to move from the one-way delivery of information, to broader objectives of informing, communicating, engaging and inspiring. Particularly relevant for remote events, digital and social media channels provide timely information and support where traditional channels are unavailable. A focused approach across multiple platforms has seen increased engagement and reach with all stakeholder groups.

Keywords: not-for-profit; social media; disability; engagement; strategy; community; sport (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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