Use of Social Media by Nonprofit Organizations

Presentation Type

Oral and/or Visual Presentation

Presenter Major(s)

International Business, Psychology, Marketing, Public Administration

Mentor Information

Jennifer Pope

Department

Seidman - Marketing

Location

Kirkhof Center 2216

Start Date

11-4-2012 10:00 AM

Keywords

Information, Innovation, and Technology, Creativity/ Innovation, Technology

Abstract

Nonprofit organizations have grown tremendously in the last three decades. With growth has come greater interest from the nonprofit sector in the importance of marketing. Nonprofits application of marketing is now a well-accepted practice. Recently, nonprofits have also begun to use social media for fundraising and marketing. The perception of nonprofit organizations is different when approaching social media and traditional marketing. Through a national survey, the authors examine issues of nonprofit marketing strategy and social media from the viewpoint of the nonprofit organization. A conceptual framework for strategic implications is provided.

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Apr 11th, 10:00 AM

Use of Social Media by Nonprofit Organizations

Kirkhof Center 2216

Nonprofit organizations have grown tremendously in the last three decades. With growth has come greater interest from the nonprofit sector in the importance of marketing. Nonprofits application of marketing is now a well-accepted practice. Recently, nonprofits have also begun to use social media for fundraising and marketing. The perception of nonprofit organizations is different when approaching social media and traditional marketing. Through a national survey, the authors examine issues of nonprofit marketing strategy and social media from the viewpoint of the nonprofit organization. A conceptual framework for strategic implications is provided.