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Name
Course
Lecturer
Date
Kendall Whittier Non-profit Organization (KWI)
Kendall Whittier can distinguish the organization from the school through social media.
According to Waters et al.(104), non-profit organizations should use social media networking to
engage stakeholders. In particular, Facebook is continuously being used by nonprofits to
disclose, inform, disseminate, and involve stakeholders on the activities of the organization.
Disclosure is the most used strategy in Facebook profiles so that non-profits disclose their
activities and information. Due to rapid expansion of social networking through social media,
nonprofits have found Facebook and other social media tools to be effective for cultivating
relationships. Facebook is used by non-profits to disclose and be open about goals and
objectives. Another strategy that can assist Kendall Whittier involves hosting and event at TU
campus so that students and other stakeholders can understand the objectives of the organization,
activity fair, sports tailgate parties and halftime events can be used as part of event hosting.
Further, the logo should be different and connected to the mission of the organization. Website
improvements ensure that Kendall Whittier becomes recognized in the World Wide Web as
nonprofits. The organization can also consider Coordinating help for promotion with TU Student
Association, Beta Alpha Psi, Phi Eta Sigma, and Greek Life.

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KWI can also create awareness for the hunger problem in Tulsa. According to research
done by Waters et al.(105), awareness creation is achieved through disclosure of information on
Facebook. In the research, about 97% of nonprofits sampled have Facebook profiles for listed
administrators. In addition about 96% of nonprofits sampled describe the organization on
Facebook. However, the number of organizations that link the website to Facebook profile was
noted to be at 81%. Awareness creation is done through discussion boards on Facebook but not
through regular distribution or organizational messages. About 74% of nonprofits use discussion
boards on Facebook to disseminate information. KWI should use Facebook to promote
awareness of hunger problem through posting of video and photographs. Nonprofits have not
been effective in creating awareness through video and photographs so that dissemination of
information becomes credible. About 56% of nonprofits use photographs while only 24% use
video to create awareness of activities. While creating awareness about the activities of the KWI
in relation to hunger in Tulsa, the organization also create awareness about the existence of such
nonprofits organization. Through Facebook postings, stakeholders understand the mission and
objective of the organization.
KWI should also find away to work or collaborate with TU organizations. In particular,
Beta Alpha Psi, Phi Eta Sigma, and sports teams should be used. Student volunteerism is
necessary for nonprofits collaborations. According to Ward, Kelly; Vernon(8), communities have
positive perceptions about campuses in their area. As a result, the use of student volunteers
ensures that awareness creation and acceptance by communities does not experience any
challenges. About 87% of respondents assert that university students have high levels of approval
by the members of the community. The researcher also notes that there are challenges and
benefits of working with service learning students. Higher education is viewed as abridge for

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solving hunger problems in the community. In addition, universities are viewed as partners and
great resource in terms of ideas and people so that the society improves in certain aspects.
University interns should be used by KWI to concept the organization and communities. Further,
KWI should reach out to other sports team as they have done with womens basketball teams to
create a link with the community living in Tulsa. The community is always proud of university
students as well as university institutions because they are viewed as disciples of social work and
education of the society.
KWI should also consider home base spot for students to connect and learn about the
organization. In particular, KWI should communicate with TU representative; Kathy Shelton,
about TU extra office space to see if KWI could use an office and/or any extra space at the KW
elementary school (using lack of differentiation to their advantage). Enamul(599) found out that
organizations underutilize their capacities for attracting volunteers and valuing their
contributions. Home page design on websites often reflects how organizations underutilise
capacities to attract and value volunteers. A strong and stable organizations capacity is a political
issue. Representatives from the government and other [partners should be used to set the tone
and goal of governance so that resources and support agency activities are provided to the
organization.
Relationship marketing and relationship fundraising should also be used by non-profits to
keep donors loyal to the mission and objective of the organization. Sargeant(188) reports that
donor retention involves finding ways of improving satisfaction and creating bonds between the
organizations and supported. Feedback and perceived effectiveness of nonprofits is necessary for
relationship marketing and fundraising. Nonprofits should provide donors with feedback on how
funds have been utilized. The benefits of funds already invested into the business should be
outlines so that donors identify the need to contribute more funds than already used. Effective of

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use of funds is a critical component of relationship marketing by nonprofits because it attracts
and maintains relationships with existing and potential sponsors. The voluntary sector benefits
more from relationship fundraising than relationship marketing. Relationship fundraising is a
move towards dealing with each donor on a personal level so that they are motivated into
funding the activities of the nonprofits organization. However, nonprofits still need to address the
use of customer retention. In particular, nonprofits lose about 50% of non-committed donors
whereby they support donation on the first and second encounter with the nonprofits. Feedback
on how funds have benefited the society is necessary so that non-committed donors continue
donating funds for the sustainability of the organization in the long-term.
Finally, KWI should understand that social media has become the new tool for
promotion mix. Mangold and Faulds (358) write that social media should be used to
communicate objectives of the organization to millions of other peoples in the society. Social
media as promotional mix enables organizations to communicate directly to stakeholders. On the
contrary, social media also enables customers to talk to one another about organizations. As a
result, social media is outside the direct control of managers. KWI should learn how they can
shape discussions so that organizational mission and goals are reflected in social media
discussions. Nonprofits such as KWI should consider the use of blogs, social media, networking
platforms such as emails, and other promotional tools to engage stakeholders. Foux (38) argues
that traditional marketing tools such as radio, TV, and newspapers should not be neglected
because they reach places where internet connection has not been achieved within the
community. Internet connectivity is still below expected levels. Overreliance on social media
may lead to low levels of awareness among stakeholders with no access to internet.

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Works Cited
Enamul, ChoudHury. Attracting and Managing Volunteers in Local Government. journal of
management developemnt 26.6 (2012): 592603. Web.
Foux George. consumer-generated media: get your customers involved. brand strategy (2006):
38-39. Print.
Mangold, W Glynn, and David J Faulds. Social Media: The New Hybrid Element of the
Promotion Mix. (2009): n. pag. Web.
Sargeant, Adrian. Relationship Fundraising. nonprofit management and leadership 12.2
(2001): 177192. Print.
Ward, Kelly; Vernon, Andrea. Community Perspectives on Student Volunteerism and Service
Learning. community perspectives 3 (1999): n. pag. Print.
Waters, Richard D et al. Public Relations Review Engaging Stakeholders through Social
Networking: How Nonprofit Organizations Are Using Facebook. 35 (2009): 102106.
Web.

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