The role of social media in marketing of

non-profit organizations
1
S M Nazmuz Sakib (Orchid- https://orcid.org/0000-0001-9310-3014) (sakibpedia@gmail.com)

1
Author Biography

S M Nazmuz Sakib is an eLearning expert and done more than 500 MOOCs or Massive Open Online Courses and experienced as an
instructor in sites like Udemy. He has completed his BSc in Business Studies from School of Business And Trade, Switzerland with
CGPA 4 in the scale of 4 and 97.06% grade marks on an average. He is also a certified Google IT Support Professional, Google Data
Analytics Professional and IBM Customer Engagement Specialist Professional.

1 1
Graduate of BSc in Business Studies Student of LLB(Hon’s)
School of Business And Trade Department of Law
Pilatusstrasse 6003, 6003 Luzern, Switzerland Dhaka International University
House # 4, Road # 1, Block - F, Dhaka 1213
1
Student of BSc in Civil Engineering
1
Department of Civil Engineering Student of BSc in Physiotherapy
Sonargaon University Faculty of Medicine
147/I, Green Road, Panthapath, Dhaka University of Dhaka
Nilkhet Rd, Dhaka 1000
Abstract

The goal of this research become to painting the present day reputation of social media use
amongst charitable human help institutions and to moreover get why and the way nonprofit
usage of social media may be beneficial. Online media addresses an innovative threat for
charitable institutions to similarly discover the paintings they do and apprehend the areas they
appearance to serve. A dominant a part of institutions in business, government, and philanthropic
regions have acquired on line media, and several inquiries concerning this new medium surely
remain. The present day reputation of on line media use amongst not-for-income institutions
units up a stable status quo for different non-earnings to speak approximately the vulnerability of
factors to come, distinguish targets and methodologies to assist the non-income corporations to
push ahead. Expanded comprehension of why and the way to make use of on line media will
likewise help the affiliation with finding out approaches for using web-primarily based totally
media which can upload to the manageability of the affiliation. The expectation is that with the
aid of using on line media each the affiliation and the neighborhood region it interfaces with will
each benefit. This studies establishes comprehension concerning social media advertising with
inside the context of nonprofit corporations from which destiny examinations is probably
duplicated and similarly upgraded to analyze the gain of using on line media, apprehend first-
class practices or methodologies for social media use, and to determine the propriety of this.

Keywords: NGO, SMM, SMM in NGO, Social Media Marketing, Digital Marketing, Digital
Marketing in NGO

Chapter 1: Introduction

Background

Social networking has become a common phenomenon worldwide. Historically, people used to
gather around time squares or meeting rooms, however, now people gather through online
websites such as social media. The nonprofit organizations have realized the importance of social
media and information technology. They have embraced social media as the means to
community building and advocacy of fundraising and hosting of activities related to the mission
of the organization. The rate of adoption of social media by charity institutes is 97 percent. The
nonprofit organizations have integrated social media within their marketing policies (Young,
2012).

It is posited that nonprofit organizations are established when the governments and the private
sector fails to execute their purposes. Nonprofit organizations are materialized in the form of
nursing homes, homeless institutes and such agencies which can provide for deserving families
and individuals. The nonprofit organizations adopt many marketing strategies in order to stay
afloat in the steadily developing competitive environment. They have adopted social
entrepreneurship and focused on sustaining their funding base (Binder, 2007). Human service
organizations like other nonprofit institutes engage in various strategies to accomplish their
mission. They have integrated social media as part of their marketing tactics.

Nonprofit organizations are also termed as human service organization. The function of such
institutes is to deliver human service and to seek solutions for various human concerns and
issues. According to the definition provided by O’Connor & Netting (2002), such organizations
fund, plan and advocate human rights and educate human service. The nonprofit organizations
have various forms and functions. For instance, such organizations can be exemplified in the
form of mental health counseling agency, advocacy for homeless people. Such organizations
work with other human bodies to stabilize the homeless people and provide a permanent shelter.
There are various social aspects associated with nonprofit organizations. With the rise in
technology and subsequently the social media, these organizations have begun to navigate the
social media platforms such as Twitter, Facebook and YouTube to enhance their mission and
carry forward their cause.

Nonprofit organizations form an important part of political, financial and social aspect of a
community. Social media provides sufficient prospects for these organizations to enhance their
online presence, impact and effectiveness. A qualitative research comprising of 39 nonprofit
leaders was conducted in order to examine their usage of social media for their services. The
thematic analysis of the data stated that nonprofit organizations are integrating their services with
the social networking technologies. Some of the nonprofit organizations wait to analyze how
other organizations integrate the social media outlets within their operations. The early adopters
and innovators utilize social media to invigorate their volunteering efforts (Waters, 2010).
The term social media can be defined as an interactive and networking platform. This is a
platform where an individual can create content instead of just consuming. The content can be
defined as the images, video, text which is available on internet freely. According to another
definition, social media can be described as such internet applications which are based on
technology of Web 2.0. This technology allows the construction and exchange of user generated
content. (Kaplan & Haenlein, 2010). The key feature of social media is that it connects various
individuals synchronously and asynchronously. According to Kanter (2010), social media is an
assortment of digital tools which are easy to utilize and cost effective for people. It allows people
to generate and manipulate their context, create their own story, upload photos and videos and
share with their friends and followers. The social media platforms have grown exponentially in
the recent era. Many applications and platforms are developing in the social media world.
Examples of social media platforms include Facebook, Twitter, and YouTube. These include
blogs, Wikipedia, Instagram etc.

Kanter (2010) states that text messaging is a major social media tool. It allows the users to
coordinate and engage in communications and interaction. Some include e-mail in this realm as
well, however, some researchers state that email is an outdate mode of communication. Most of
the millennial consider email as an antique mode of technology. In the recent times, the social
media technology has rapidly evolved and the number of active users has enhanced. This entails
that social media has risen as a powerful tool to research communities and individuals. A
participatory culture has evolved through social media. This involves interaction of individuals
through social media platforms through options such as tagging and sharing content. The benefits
of such activities involve creation of opportunities for mutual learning, expression of diverse
cultures, skill development and empowerment of citizenship. This process is also termed as
convergence which includes the steady explosion of content through various media platforms.
The process of convergence is not just a technological aspect; it also involves development of
novel connections and exchange of information and cultural shift. (Jenkins, 2006). People,
groups and institutes utilize such aspects of convergence for their own purposes.

Media is a mediator of human relationships and when it changes or shifts, human associations
are also altered. Organizations work to establish trust with the communities and enhance their
social capital. Therefore, it is imperative to understand the role of social media in nonprofit
marketing. Social media has the tendency to transform society as individual connections are
established online. Social media has become a powerful aspect as the regular flow of
information, knowledge and content has the potential to change social perceptions. The
environment of social media is constantly changing and evolving (Young, 2012).

The structure of social media and its constant innovation has made it easier for people to share
their content. This content has the potential to influence individuals, organizations and
communities. Therefore, the impact of social media on the community and society is important
to understand and perceive.

The corporate sector is already reaping the benefits of social media. They have to invest less in
the marketing of their products due to less expensive opportunities presented by social media.
Corporate organizations utilize the different social media forums to promote their services. The
nonprofits have also realized the importance of social media marketing. All large charities in the
United States of America were found to be using social media in one form or the other by 2009.
The forms of social media utilized by these charities include blogs, video blogs, and social
networking websites like Twitter, MySpace, Face book, YouTube etc. (Young, 2012).As the
nonprofits face an uncertain environment, consequently, they adopt such technical tools which
are already utilized by other successful organizations. In order to maintain their competitive edge
and credibility the corporate as well as nonprofit organizations adopt such technological
measures which can sustain it (Young, 2012).

Statement of the problem

There are various purposes for the creation and establishment of nonprofit organizations. Such
organizations are an important aspect of every community and society. They provide many
significant services to families, communities and individuals. However, research on the role of
social media marketing within the nonprofit sector is limited. The scholarly literature which has
emerged in the recent times regarding the nonprofit sector has been discussed in chapter two.
Business enterprises are utilizing social media for their marketing campaigns. The nonprofit
sector has also started integrating social media within their campaigns in order to engage new
volunteers and funders.
The major issue for nonprofit organizations in this regard is that they do not have the resource,
information or time to use social media and reap its benefits significantly. Studies reveal that the
amount of time needed for adoption of social media within their campaigns is a major problem
for such organizations. Another challenge for nonprofit organizations is that they do not have
enough resource to understand new technological hardware or infrastructure which could limit
the ability of the organization to capitalize on social media (Ogden and Starita, 2009). The
majority of social media websites are free to use; therefore, they provide an excellent opportunity
for the nonprofit organizations. On the other hand, the concept that social media networking and
marketing costs nothing and it is relatively cheap for nonprofit organizations is a myth. (Ogden
& Starita, 2009).

The organizations which just start struggling may not have the funding to purchase computers
and handle modern technology. They might not have enough staff to handle this resource.
(Ogden & Starita, 2009). This could pose a problem for the organizations. Therefore, an
improved understanding of the role of social media in nonprofit organization will serve as a
foundation for further research, will identify the various purposes of utilizing social media and
will help the nonprofit organizations to perceive the actual situation and the utility of social
media in their pursuit of goals.

Aim of the study

The aim of the study is to investigate and understand the role of social media in marketing of
non-profit organizations.

Objectives

The objectives are based on the chronological order of the research cycle. The following are the
objectives:

 Identification of the role of social media in marketing of non-profit organizations.

 Establishing a critical literature review related to social media and its role in marketing of
organizations especially non-profit enterprises.
 Collection of data through quantitative measures such as questionnaires.
  Evaluation of the data through analytical means in order to establish the relationship
between the variables.
 Conclusion of the analysis by combining the findings of the primary data with the
secondary data in the literature review.
 Drawing recommendations regarding the role of social media in marketing.

Research questions

The research questions for the study are as follows:

 What is the significance of social media in relation to marketing?

 How social media is used in marketing?
 How effective is social media in marketing of non-profit organizations?
 How nonprofit organizations can utilize social media to further their cause and mission?
 What are the advantages of social media marketing for nonprofit organizations?
 What are the potential disadvantages of social media marketing for non-profit
organizations?

Significance of the study

The research is significant for social work. The research will enhance the perception of the use of
social media and promote innovative ways to reach the vulnerable individuals of society. Social
media presents new prospects for people to share their stories and raise awareness regarding
social issues. Persecuted individuals have the opportunity to share their experiences and stories.
Nonprofit organizations can use social media tools to raise awareness, show the public how their
funds are utilized and how volunteers utilize their time. The research will throw light on the
utilization of social media for nonprofit organizations. As research in this regard is limited,
therefore, the current research will aid the organizations to understand social media strategies
and the ways to employ social media for marketing purposes.

The nonprofit organizations are not profit-oriented; they rely upon the donations of individuals.
Subsequently, they don't have tremendous financial plan to showcase their motivation to the
basic public. Web-based media has been adequately used by corporate organizations for
promoting their items and administrations. Along these lines, charitable associations can likewise
participate in online media exercises to advance their main goal. To associate with individuals
and spread data in regards to the mission of the Non-benefit association, web-based media can
demonstrate to a powerful device. Most associations favor web-based media as a result of its
expense viability and its capability to spread data quickly. The ebb and flow research tries to
inspect the job that web-based media can play in advertising of non-benefit associations. It will
likewise look at the techniques which non-benefit associations can use to tailor online media to
acquire allies. The examination will profit the non-benefit associations as it will give a suitable
point of view with respect to the utilization of online media for showcasing. It will likewise help
future promoting scientists as the current investigation will contribute fundamentally to the
current writing in regards to web-based media advertising and will add new insights.

Chapter organization

The thesis is divided into five chapters. First chapter is the introductory section which introduces
the background of the study, research problem, research questions and objectives and establishes
the significance of the study. Chapter two is the literature review. It presents a review of the
literature related to the research problem. The scholarly work regarding social media, marketing
and nonprofit organization is summarized by the researcher in order to find the research gap.
Chapter three establishes the methodology. It states the research design and the method
employed for carrying out the research process. It establishes the foundation of the research work
and explains the various research process utilized for conducting the research. Chapter four is the
finding and analysis section. It summarizes the findings of the data and states the analysis. Last
chapter is the conclusion and recommendation section. It concludes the findings and establishes a
sound connection between the findings and the findings of the literature review.
 Chapter 2: Literature Review

Overview

The utilization of social media as a mode of marketing has been in existence for multiple
years; however, the said strategy has been recently adopted by nonprofit organizations when
compared to business organizations[ CITATION Ahm17 \l 1033 ]. There is a drastic difference
between the operations of a nonprofit organization and a business organization. Regardless of
this difference, social media marketing has been able to attain a significant role within the
marketing of nonprofit organizations as well[ CITATION Alg20 \l 1033 ]. The current literature
review is regarding research made on the role of social media regarding the marketing of
nonprofit organizations. This research discusses what social media is and how it is utilized
within the marketing sector.

Moreover, the reasons for nonprofit organizations utilizing marketing as an

organizational activity are discussed. Along with that, it is analyzed how social media is utilized
in order to fulfill the requirements of a non-profit organization regarding marketing. Multiple
actions performed by a non-profit organization regarding the implementation of social media
marketing are discussed in detail. Furthermore, the differentiation between a business
organization and a non-profit organization is discussed within the context of marketing. Along
with that the pros and cons of social media marketing utilized by nonprofit organizations are
discussed with real-life instances of nonprofit organizations utilizing social media marketing.
Based upon this research it is projected and assessed regarding the workings of a non-profit
organization without the utilization of social media marketing. Class three recommendations are
made along with concluding remarks of the entire research.

Social Media

In order to assess the features of social media marketing and what role it plays with and
the marketing of nonprofit organizations, it is important to have an in-depth understanding of
what social media is. Its initiation is to be understood along what role it plays in the current time
is also to be assessed[ CITATION Alg18 \l 1033 ]. Moreover, the factors that lead towards these types
of platforms being utilized for marketing are also analyzed.
 In easier terminologies, social media is a platform based on the internet that is created in
order to have social interaction with other people[ CITATION Aro19 \l 1033 ]. This was the concept
of the existence of social media with multiple platforms being created up till now and utilized at
global scales. Common examples of social media include Facebook, Instagram, and
Twitter[ CITATION Arl17 \l 1033 ]. Each type of social media platform consists of a differentiated
mode of communication with each other for instance Facebook utilizes posting statuses and
pictures, Instagram utilizes mostly posting pictures and videos, and Twitter is mostly about
tweets that are statuses made by Twitter users.

Social media is one of the technologies utilized globally that has evolved drastically with
the implementation of technological advancements and innovation. The first implementation of
the Internet in order to have a social interaction was introduced in 1980, where email chatting
and real-time chatting were introduced[ CITATION Cor17 \l 1033 ]. Due to the existence of the
internet, people were able to communicate in real-time with people at global scales[ CITATION
Ges19 \l 1033 ]. After the concept of socializing on an internet platform was introduced it was
immediately attracted by large audiences with innovative ideas being formed into practical
platforms. Even though social interaction other than physical interaction, still existed before the
internet became wider, through utilizing telegraph machines in 1884, the existence of social
media became after digital technology and the internet was invented and utilized at wider scales.

After the utilization of emails for socializing multiple other platforms were created that
intended to have official communications for instance LinkedIn or Myspace, however, the major
growth attained within the social media industry was when Facebook was invented[ CITATION
Hou17 \l 1033 ]. In 2004 Facebook was created by Mark Zuckerberg, providing multiple features
that none of the platforms at that time did. A user-friendly interface was a significant
differentiating factor along with multiple entertaining and socializing features that were further
adapted by newer businesses evolving from Instagram to Twitter and towards
Snapchat[ CITATION Ibr20 \l 1033 ].

Currently, social media plays a significant role within the business sector and other
related corporate elements. It is a means of communication for business owners, consumers, job
seekers, employers, and multiple other parties who are looking for a platform to communicate
with each other[ CITATION Kap18 \l 1033 ]. There are multiple reasons that a platform initiated for
merely social interaction has been turned into a significant part of official activities. Some of the
reasons include the fact that it is a relatively cheaper mode of communication and presence
within the market, as compared to the traditional modes[ CITATION Kau18 \l 1033 ]. Moreover,
social media also has access to a large scale of audience. For example, 3.96 billion people all
over the world utilize social media for multiple purposes[ CITATION Kus18 \l 1033 ]. Any business
in order to have access to a large amount of audience only requires to have strong social media
profile.

Social Media Marketing

Marketing includes all efforts made by businesses that contribute towards an increase in
the sale of a product or service. These marketing efforts include promotion and advertisement.
Utilizing social media as a means for increasing the sale of a business is known as social media
marketing[ CITATION Lau18 \l 1033 ]. There are multiple modes through which social media
marketing could be utilized for marketing. It depends upon a business or the type of organization
under consideration regarding what activities of social media will be utilized for marketing that
organization[ CITATION Lim191 \l 1033 ]. The common activities include creating a strengthened
existence over social media, utilizing online advertisement, providing exposure regarding
activities of an organization, and providing links to contact the organization

Social media is a platform that has access to a large amount of audience with the ease of
accessing the internet[ CITATION Lou18 \l 1033 ]. In order to attain the advantage of this fact and
access a large amount of audience existing upon the social media, it is important for
organizations to have a strong presence upon the related platform. Having a strengthened
presence will result in the flow of increasing the audience towards the organization's
page[ CITATION Mos \l 1033 ]. The strength of an organization's presence on social media is
determined by the number of followers and engagement received.

Moreover, in order to reach as much as possible through inorganic means is also possible
by utilizing online advertisement[ CITATION Nag20 \l 1033 ]. The related platform upon which an
organization profile exists will be provided with the related amount to financials that will they
returned in the form of advertisement up on that social media platform
 The social media profile of a business or any other type of organization represents what
that organization is about and provides an insight regarding the usual activities as well[ CITATION
Par19 \l 1033 ]. As a result, it is important for the related organization to utilize pictures and
videos in order to efficiently represent their brand and the view of the organization.

Lastly, social media platforms cannot provide organizations to perform all their activities
upon such platforms but instead provide exposure to a large audience[ CITATION Sal17 \l 1033 ]. In
order to make such a large amount of audience perform actions that the related organization
desires, it is possible for them to provide the related links for such actions for example a business
organization could provide a link to its website with the consumer can purchase the presented
products.

Use by NPOs

Business organizations require social media platforms and marketing in order to increase
their sale, along with their profits. Nonprofit organizations may have a similar goal however the
requirement by non-profit organizations to utilize marketing is mostly different than business
organizations[ CITATION Sto19 \l 1033 ]. The first requirement for nonprofit organizations to utilize
marketing may be to increase their revenues. A non-profit organization does not make profits,
instead, it utilizes all its funds within the support of a certain activity.

However, a nonprofit organization may be prepared on the basis of the sale of a product.
As a result, in order to increase the sale which is recognized as revenue for non-profit
organizations, and further contribute towards the intended goal of the nonprofit organization,
utilization of marketing is involved[ CITATION Sto19 \l 1033 ]. On the other hand, certain non-
profit organizations are entirely based upon donations. As a result marketing in such
organizations will be utilized to increase the number of donations received[ CITATION Vaf19 \l
1033 ]. Certain nonprofit organizations are also created solely in order to provide exposure
regarding a certain topic[ CITATION Ahm17 \l 1033 ]. Such organizations require marketing to
access as many audiences as possible so that their message could be conveyed.

Utilizing social media marketing in order to fulfill the above-mentioned requirements of a

non-profit organization is the best option due to the multiple benefits of social media[ CITATION
Alg20 \l 1033 ]. It has been discussed that nonprofit organizations also highly utilize marketing in
order to promote their activities as well as exposure to certain goals of the organization. Utilizing
social media marketing to fulfill such tasks is the most appropriate strategy due to the fact that
social media has access to a large amount of audience with relatively minimal cost[ CITATION
Arl17 \l 1033 ]. This cost is even minimized if an organization decides to implement organic
efforts and online advertisements are not utilized.

Moreover, nonprofit organizations do not utilize activities that would result in a profit for
the organization. No concept of profit is generated within such organizations as a result all
activities are either funded by the owners or through donations. In such types of organizations, it
is difficult to expense in activities such as marketing[ CITATION Aro19 \l 1033 ]. Social media
marketing is a type of marketing strategy that utilizes minimal finances. On an average social
media marketing utilizes 450 dollars that go up to $50,000 or more as well[ CITATION Cor17 \l
1033 ]. However, social media marketing is a type of marketing strategy that also may utilize as
little as $10 in order to maintain a strengthened profile and access a large amount of audience
through organic efforts[ CITATION Ges19 \l 1033 ]. These organic efforts could be utilized by the
organization owners and could be taken advantage of minimum cost. As compared to traditional
modes of advertisement, this form of marketing provides a relatively decrease cost to non-profit
organizations.

Social media is also a platform where a diverse group of people is in existence. This
means that individuals of all preferences are available on a single platform[ CITATION Hou17 \l
1033 ]. There is a major probability for nonprofit organizations to target the interested
individuals' social media, rather than from other traditional modes of advertisement of
marketing, in order to perform actions that are desired by the organization such as donations.

Implementations by NPOs

Social media marketing is an aspect of marketing that consists of a wide range of options
that could be utilized by different types of organizations. Non-profit organizations can also
utilize multiple activities of social media marketing regardless of them being nonprofit[ CITATION
Ibr20 \l 1033 ]. These activities include creating a strong presence, utilizing online advertisements,
sharing links, and presenting what the nonprofit organization is about.
 In order to obtain any advantage of social media marketing, it is significant for every type
of organization to have a strong presence. The related non-profit organization is required to
invest its time along with certain financials in order to increase the followers and engagement
upon the profile it has for instance on Instagram or Facebook[ CITATION Kap18 \l 1033 ]. A
strengthened profile not only allows the flow of new individuals toward the non-profit
organization but also provides such organizations with authenticity and legitimacy. This
authenticity will allow the organization to attain more desired actions by the individuals reached.

In situations when a certain message is to be conveyed to a large amount of audience

within a minimum time, online advertisement is the best strategy to be opted for[ CITATION Ahm17
\l 1033 ]. The message that is to be conveyed may be regarding any social issue for instance
climate change or breast cancer. Multiple organizations have been seen promoting exposure
regarding such issues.

Moreover, a nonprofit organization may also share a link regarding what the organization
is about and what the goal for marketing is. For instance, if an organization is highly dependent
upon donations and requires marketing to increase the number of donations the related
organization could provide a link through which online donations could be made[ CITATION
Alg20 \l 1033 ]. Moreover, an organization could also be created through revenue attained by the
sale of certain products, website of which could be provided in the form of a link

Lastly, social media marketing is about attaining exposure and having engagement. In
order to increase exposure and enhance engagement, it is important for organizations to utilize
the visuals that they used, efficiently[ CITATION Cor17 \l 1033 ]. For example, the colors purple,
red, and pink tend to have more engagement than colors such as blue or green. Moreover, colors
with high saturation also tend to receive more engagement. Such factors regarding the visuals are
considered by nonprofit organizations and utilized accordingly.

Differentiation with Business Organizations

Business organizations and non-profit organizations differentiate regarding their

operations and internal management. The entire goal of the existence of the organization is
completely different making the operations vary[ CITATION Ibr20 \l 1033 ]. In order to assess why
marketing is utilized in nonprofit organizations, it is also to be compared with the marketing of
business organizations as well[ CITATION Sto19 \l 1033 ]. This comparison will not only be
resulting in the differentiating features since there are multiple features that are common between
both types of organizations. For instance, the goal of marketing is to increase the primary activity
of the organization[ CITATION Arl17 \l 1033 ]. The primary activity of a business organization is to
increase revenue and profits where is the primary activity of a non-profit organization variates
according to the basis of such non-profit organization however, even though the primary
activities different the utilization of marketing is common.

Further differentiating factors include the impact of marketing utilized by each type of
organization. For example, organizations that are for-profit utilize marketing that creates hype
and promotes a certain product or service whereas marketing utilized by non-profit organizations
provides the related consumer or individual with a feeling of helping the society and giving back[
CITATION Alg18 \l 1033 ]. The marketing of a non-profit organization is not surrounded by the
quality of the certain product instead it is promoting the cause of that product.

An interesting difference between business organizations and not-for-profit organizations

is the amount of budget invested in marketing. Business organizations require marketing to
convince the related consumer that their product is of quality or has the features that the
organization changes it to however a non-profit organization is simply spreading a cause as a
result no convincing is to be made regarding the existence of that cause[ CITATION Ibr20 \l 1033 ].
For example, a nonprofit organization may be providing exposure towards the existence of breast
cancer and awareness for it[ CITATION Nag20 \l 1033 ]. In such a situation it will not be objected by
the related reach individuals whether such cause exists or not, as a result, non-profit
organizations will have a relatively lower marketing cost than business organizations

Pros

The utilization of social media for marketing by nonprofit organizations has created
major benefits for such organizations[ CITATION Aro19 \l 1033 ]. These include the already existing
benefits of social media marketing along with those that have been initiated by the use of such
type of marketing by non-profit organizations specifically.

One of the major benefits of social media marketing is that it can be used with low
budgets whilst allowing organizations to take advantage of high budget qualities whenever they
are able to prepare such. Usually, different modes of marketing have a strict budget for instance
advertising on the television and other modes of traditional advertisement[ CITATION Cor17 \l
1033 ]. For businesses who do not have a budget to opt for advertisement up on television are
provided an opportunity for people methods for instance advertising in the newspaper however
such mode is stagnant and will provide a limited amount of results. Social media marketing on
the other hand can vary ate depending upon the budget of the user[ CITATION Hou17 \l 1033 ]. This
results in the related user not being limited to purchase certain results and being able to utilize
the benefits regardless of the budget.

The second major benefit of social media marketing is the fact that it helps to provide
authenticity to the related organizations. When an organization has a large number of followers
and engagement upon its social media profile, it is assessed that large efforts both financial and
time are made upon such platforms. Search justifies the existence of an authentic body rather
than a scam[ CITATION Alg18 \l 1033 ]. Non-profit organizations have a major issue regarding
justifying their authenticity. With their profiles having a large number of followers and
engagement, the time and finances are invested upon the profile to justify the legitimacy of the
organization[ CITATION Arl17 \l 1033 ]. As a result, individuals having second thoughts regarding
performing The actions desired by such organizations for instance providing a donation, will
perform such actions freely and more frequently, fostering the organization activity to be
significantly increased.

Other than the above-mentioned two major benefits there are multiple smaller pros for
non-profit organizations to utilize social media marketing. One of such pros includes the
possibility to engage with the audience directly at an easier and more frequent rate[ CITATION
Aro19 \l 1033 ]. This results in any individual who may be interested in providing the related
donation to a nonprofit organization but being under second thoughts due to the inherent distrust
issues, being able to directly communicate with the organization, and clearing out any issues
arising in their mind. It also allows organizations to clear out any issues that have been created
for instance any rumors observations made upon the related non-profit organization[ CITATION
Cor17 \l 1033 ]. Moreover, non-profit organizations are considered to have an image that is sad
and unhappy, however through the utilization of social media, and appropriate branding of the
organization, the image could be removed and turn into a fun and entertaining one where giving
back to society could be considered as an enjoyable activity

Cons

With all these benefits of utilizing social media for the benefit of a profit organization,
there also result in some negative impacts as well. It is extremely easy to utilize social media as a
mode of marketing and enhancing the organization's activities[ CITATION Ges19 \l 1033 ]. The
introduction of social media especially for a non-profit organization has resulted in the
elimination of requirement any physical offices or destinations where traditional non-profit
organizations are used to operate.

As a result, creating the presence of a nonprofit organization and attaining a sum of

money from the general public to marketing it on social media platforms is very easy. This has
resulted in multiple scams to have been existing that use social media marketing and again
donation claiming to be an authentic non-profit organization[ CITATION Hou17 \l 1033 ]. As a
result, the trust over small non-profit organizations that have not been registered is removed and
any small organization looking for donation is questioned[ CITATION Ibr20 \l 1033 ]. This has
resulted in only such organizations having legitimacy and authenticity within their image that are
either providing legal justifications regarding their existence or are being associated with major
influences.

Moreover, since communication through online means creates frequent

miscommunications, any miscommunication made to a body that has a strong social media
presence results in a major risk for the related non-profit organization since a quote by such body
would result in the profile of the related non-profit organization being banned or bashed upon the
related platform[ CITATION Kap18 \l 1033 ]. Due to the sensitivity that comes inherent within a
non-profit organization, it may be difficult to survive on a platform that has inherent features of
making unauthentic information viral

Furthermore, non-profit organizations do not have any competition with each other.
Multiple organizations may be created supporting the same or similar causes for instance there
may be hundreds of organizations created that support the awareness of environmental safety,
however, this does not mean that all such organizations are in competition to attain the donation
being collected from the concerned segment of the audience[ CITATION Cor17 \l 1033 ]. Instead, the
goal of each organization is to create awareness rather than have any competition with other
organizations to guarding which organization is able to create more awareness.

Social media has resulted in there to be existing certain competition. Non-profit

organizations that have strengthened profile upon the related social media platforms intermediate
small non-profit organizations, forcing them to enhance their profiles and invest more time upon
them, in order to target the same sector of the audience, regardless of having the same goal with
the strengthened nonprofit organizations[ CITATION Aro19 \l 1033 ]. This has resulted in the
nonprofit organizations being distracted from their initial goals and then focus on supporting area
activities.

Major Instances

There are multiple nonprofit organizations All around The world utilizing social media
marketing in order to promote and enhance their organizational activities. One of such widely
recognized non-profit organizations includes the metropolitan museum of art. This museum was
established in 1986 and is located in New York City United States[ CITATION Alg20 \l 1033 ]. The
museum is a nonprofit organization that has its primary activity as a promotion of Arts.
Donations are made in the form of art where wealthy people donate antique pieces of art under
their custody towards the museum for other people and the general public to have exposure and
awareness regarding the different types of art[ CITATION Ibr20 \l 1033 ].

Moreover, the museum itself also performs multiple actions in order to collect the art that
it has currently exhibited within the museum. This museum utilizes multiple social media
platforms including Instagram where it has a significant and strengthened profile of 3.8 million
followers[ CITATION Sto19 \l 1033 ]. The organization has posted 3836 posts up till now of the
different types of art that it has exhibited within the museum in order to provide further
explanation regarding the type of art museum consists of[ CITATION Nag20 \l 1033 ]. Moreover, a
link is provided on the bio of the organization's Instagram will guidelines for new visitors are
provided.

Another widely recognized nonprofit organization is the United Nations children's fund.
This organization was founded in 1964 and is also located in New York United States. The
organization has its primary activity to perform humanitarian actions for aiding children
worldwide[ CITATION Vaf19 \l 1033 ]. This organization operates in more than 190 countries all
over the world in order to reach children of all sects and races. This organization also has a
highly strengthened social media presents with its Instagram profile consisting of 8.1 million
followers. The organization is highly active upon its social media profiles with the organization
posting twice or thrice a day in order to attain recognition[ CITATION Mos \l 1033 ]. Upon its
Instagram profile, the company provides an insight regarding the activities that it performs for
instance a post made on 14th April 2021 is of a 15-year-old girl that has been provided education
by the organization along with the 13-year-old boy.

Without Social Media Marketing?

Social media marketing has resulted to be highly significant for nonprofit organizations
and without the existence of social media marketing the operations of nonprofit organizations
would be significantly different[ CITATION Ahm17 \l 1033 ]. The first change that would exist
within the nonprofit organizational sector is that the image of such a sector would be considered
sad and unenthusiastic. Utilizing social media as a part of business activities by non-profit
organizations has significantly resulted in providing back to society to be something entertaining
and within the trend[ CITATION Aro19 \l 1033 ]. If the aspect of social media marketing would be
eliminated, most large non-profit organizations May turn out to be out of trend.

Moreover, large organizations such as United Nations children's fund agency would be
unable to attain the amount of recognition that it has currently. Such organizations tend to
frequently communicate with the local individual in order to be a part of the conversation
however with the utilization of social media that would not be possible[ CITATION Cor17 \l 1033 ].
Another major change that would occur is that only e the registered and largely developed non-
profit organizations would be able to sustain large services[ CITATION Sto19 \l 1033 ]. Currently
through social media multiple small non-profit organizations and agencies are able to perform
their activities without being authentically certified and having large recognition.

This is due to them having access to a large amount of audience. If social media did not
exist such organizations would only be providing services to society up to a limited amount.
Social media has also boosted the growth of such organizations, for instance, the United Nation
children's fund agency has attained recognition of 8.1 million followers due to social
media[ CITATION Alg20 \l 1033 ]. Even though out of this a large number of individuals may still
have recognized the agency but the involvement of social media is significant.

Recommendations

Based upon the above research regarding the role of social media marketing for nonprofit
organizations there are multiple recommendations that would be made for such type of
organizations. The first recommendation for any non-profit organization is to utilize or platforms
of social media[ CITATION Arl17 \l 1033 ]. Utilizing these platforms do not cost the organization, as
a result, it is important for such organizations to utilize as many platforms as possible to target as
much consumer as possible. However, there are certain platforms that must be utilized due to a
large number of individuals already existing upon such platforms for instance Instagram,
Facebook, Snapchat, and Twitter.

These platforms contribute towards a large amount of audience as a result they must be
utilized by any non-profit organization. Moreover having strength in the profile must be
considered by nonprofit organizations rather than an online advertisement[ CITATION Hou17 \l
1033 ]. A strengthened profile will result to be e an asset for the organization and will be retained
by the company for a longer period as compared to an online advertisement that will be merely
expenses.

Each non-profit organization must establish an appropriate social media marketing

strategy. An example of a social media marketing strategy that is the most appropriate for
nonprofit organizations includes getting the top leading social media platforms[ CITATION Vaf19 \l
1033 ]. For example, Facebook is the most used social media platform all over the world with
2740 million active users. This means that any non-profit organization creating a page on
Facebook will have access to 2740 million individuals.

After creating an organization's page on Facebook, the organization has to create the page
to be more engaging and retaining the individuals' interest after they have arrived at the page. For
example, an attractive cover photo is to be created representing the organization's primary
activity and utilizing highly engaging colors[ CITATION Sal17 \l 1033 ]. Furthermore, the
organization should provide all details on the page including a link to the organization's website.
Further, the organization must post at least three to four times a day regarding any activity that
the organization has performed and that contributes towards the organization's primary
goals[ CITATION Vaf19 \l 1033 ]. The link provided to the website must also be engaging for the
interested individuals arising from social media platforms to be retained.

Social media is not the only way for non-profit organizations to advertise or market their
activities. There are multiple other ways existing and utilized based organizations have a world
social media turns out to be the most appropriate one due to its inherent benefits. Other modes of
marketing include fundraising, engaging volunteers, the importance of political or social change,
and creating awareness through all means[ CITATION Alg20 \l 1033 ]. Fundraising includes
campaigns prepared by non-profit organizations that are created with the intent of collecting
Charity and donations in any form depending upon the organization under consideration for
example and non-profit organization that has been created in order to promote football may have
a campaign created in which awareness regarding football and its significance is provided with
all the volunteers attending the campaign to be requested regarding donating football equipment.

Furthermore, utilizing engaging volunteers includes collaborating with well-known

personalities such as highly recognized influences in order to target the people that such
influences have their influence upon[ CITATION Kus18 \l 1033 ]. This is one form of creating
awareness with multiple other forms existing such as collaborating with multiple brands and
other modes of digital marketing. Lastly, putting pressure upon political parties is another
method utilized for example a nonprofit organization working for environmental safety may
initiate a campaign that requires activities having high pollution emissions to be immediately
stopped[ CITATION Sto19 \l 1033 ]. Such campaign maybe having a strike forcing the related
political and legal parties to enforce such proposition.

Conclusion

In conclusion, social media marketing has a significant role for nonprofit organizations. Multiple
non-profit organizations rely upon their social media presence, especially small organizations.
Social media also tends to provide a large number of benefits. Even though certain drawbacks
exist but such drawbacks are minimum as compared to the number of advantages provided.
Some of the widely recognized nonprofit organizations utilizing social media include the
metropolitan museum of art and the United Nations children's fund agency. It is recommended to
all nonprofit organizations regarding utilizing social media as a part of their marketing efforts,
which the appropriate social media strategy utilize.
 Chapter Three: Research Methodology

Research approach

The research approach is the way of thinking behind the exploration technique and strategy. The
examination theory contains the presumptions in regards to the perspective of the world. The
scholastic researchers generally accept Interpretivism or positivism as the exploration approach
for an investigation. The analyst applied positivism as the examination approach for the current
investigation. Positivism clarifies the connections between two factors in a quantifiable way
(Saunders, Lewis, and Thornhill, 2016). For example, in the ebb and flow research study, the
scientist will in general inspect the connection between online media and advertising of
charitable associations. The specialist means to keep a target position which is the primary nature
of positivist methodology.

Research design

The current literature provides sufficient theoretical basis which implies that social media plays a
positive role in marketing of nonprofit organizations. Therefore, in this regard, deductive
reasoning is used for the study as the aim of deductive reasoning is to test an existing theory.
Deductive approach establishes the correlation between theory and data. It is based on existing
assumptions (Bell, Bryman, & Harley, 2018). The current research conducts a survey to analyze
the existing theory regarding the role of social media in marketing of nonprofit organizations.

Methods

Primarily, there are two types of research methods namely, qualitative and quantitative. The
selection of the research method depends on the nature and purpose of a specific study. The aim
of current research is to quantify the role of social media in marketing of nonprofits. Therefore,
quantitative research method is the best suited for the topic. A quantitative research method
involves the collection of measurable data and an analysis which establishes the relationship
between theory and data. Such kind of research presents an objective concept of reality (Bell,
Bryman, & Harley, 2018). The present study aims to make generalizations which rely on the
process of research and investigation; therefore, it is structured and formalized. Moreover, the
researcher is not personally involved with the research process. During the conduction of the
survey, the researcher remains objective.

Data sources

Primary data and secondary data are the two basic sources of data collection. The research study
includes both primary as well as secondary data. The instrument for primary data collection is
the questionnaire survey. While secondary data is taken from online databases, published
research articles, research books, dissertations etc. The researcher uses the keywords relevant to
the topic in order to find the secondary sources of data. Websites such as Google Scholar,
Google Semantics, Research gate etc. are utilized for gathering the secondary data.

Questionnaire survey

For primary data collection, questionnaire survey is employed. The Questionnaire are generated
through Google forms and circulated among potential respondents. The questions in the
questionnaire survey are designed to collect the opinion of the respondents. Likert style of rating
is utilized which entails to find out how strongly a respondent agrees or disagrees with the
statement. The purpose of conducting the survey is explained to the respondent in an email. The
questionnaire is dispersed among selected respondents through their email ids. The researcher is
not be directly involved during the survey which would ensure transparency of the results.

Sampling

A sample of 20 respondents is taken to collect the data. The sample is selected through non-
probability sampling (Convenience sampling). The managers of nonprofit organizations are
taken as the sample. The researcher selected the respondents who were easily available for
undertaking the survey. Due to the Covid-19, it was not easy to find potential respondents;
therefore, convenience sampling is utilized as the mode of sample selection. The researcher
conducted the survey with the managers who were easily accessible for the conduction of the
research.

Data Analysis
The data generated through the survey is ordinal as the answers are in the form of rating.
Diagrams are used to present the data statistics and explore the findings. The researcher is able to
understand the results in a clear manner through the diagrammatical representations. The
statistical findings will be interpreted in a descriptive way by the researcher. The results of the
primary data are corroborated through the findings of the secondary data. The researcher uses
secondary data to enhance the validity and reliability of the research findings.

Ethical considerations

Adherence to ethical consideration is a vital requirement for all students and staff members at the
Edinburg Napier University. During the conduction of the research survey, some ethical
concerns may arise. Therefore, the researcher ensured that the ethical guidelines stated by the
university were maintained. The following ethics were taken into consideration during the
process of the research:

Confidentiality

Maintaining confidentiality is imperative. The trust of a participant can be breached if his/her

personal information is not safely handled or stored. The researcher ensured complete
confidentiality of the information provided by the participant. The personal information of the
respondent will not be disclosed to anyone.

Informed consent

It is important to inform the participant regarding the purpose of the research survey. If complete
information is not provided to the participant, he/she might agree to the survey without
understanding the specifications regarding their responses. Therefore, the researcher took the
consent of the participant after providing required information regarding the nature of the study.

Anonymity

The researcher ensured that the personal information of the respondents is kept anonymous.

Persuasion and pressure

The participants were not pressured or coerced to take part in the research. They were informed
regarding the research and were provided the option to opt out of the survey process if they were
not willing to participate.

Chapter Four: Findings

This section illustrates the findings of the data. The data was collected through questionnaire
conducted with managers of nonprofit organizations. The findings are presented in the form of
graphs and charts. The researcher describes and analyzes the findings of the data.

1.Your organization has an official social media website.

The majority of the respondents state that their organization has its own social media website.
This establishes the importance of social media platforms for nonprofit organizations. The
research was conducted with managers from different nonprofit organization. All of the
respondents state that their company uses social media. This finding reinstates that relevance of
social media for nonprofit organizations. Almost every humanitarian organization recognizes the
importance of social media presence. The nonprofits have also realized the importance of social
media marketing. Barnes (2011) stated in a research that all large charities in the United States of
America were found to be using social media in one form or the other by 2009. The forms of
social media utilized by these charities include blogs, video blogs, and social networking
websites like Twitter, MySpace, Face book, YouTube etc. (Barnes, 2011). As the nonprofits face
an uncertain environment, consequently, they adopt such technical tools which are already
utilized by other successful organizations. In order to maintain their competitive edge and
credibility the corporate as well as nonprofit organizations adopt such technological measures
which can sustain them (Anheier, 2014). The next generation’s partiality towards social media
and technology is the driving force which has compelled the nonprofits to adopt online methods
such as social media and blogging. The organizations which want to remain up to date and
relevant in the current age of digitalization, they need to adopt technological tools and methods.
Similarly, the nonprofits also need to implement social media strategies which can promote the
cause of their organization (Gupta, Tyagi, & Sharma, 2013).

2. Social media enhances the visibility of non-profit organizations among potential donors.

Majority of the respondents agree with the statement. They state that social media has the
potential to enhance the visibility of nonprofit organization among potential donors. According
to the research findings, social media increases the awareness of the public regarding nonprofit
organizations. It provides the organizations to gather potential volunteers and funders. This
establishes the fact that social media is an important source of information and it has the
potential to recruit new members and volunteers. A research study was conducted with the
American Red Cross which is a non-profit organization. The aim of the research was to examine
the utilization of social media in formulating communication with major stakeholders and the
public. The study conducted the research survey with forty individuals belonging to the
American Red Cross. The results of the study indicate that social media in an effective tool in
establishing public relationships (Briones, Kuch, Liu, & Jin, 2011). A limited set of people
disagree with the statement which establishes that some of the organizations do not rely on social
media for the promotion of their cause and mission. They might have other more reliable means
of generating visibility.

3. Social media encourages the citizens to participate in fundraising activities.

Most of the respondents agree that social media has the potential to encourage the citizens to
participate in fundraising activities. This finding entails that the organizations have the
opportunity to avail social media for gathering people for fundraising events. As social media
news circulates and has the tendency to become viral within minutes. This presents great
prospects for the organizations to spread their cause and motivate people to participate in
fundraising activities. A research was conducted to examine the impact of social media on
fundraising activities related with online Giving days. Hypothesis in this regard was tested to
understand the value of utilizing Face book for fundraising activities. According to the results of
the study, the success of a fundraising event is positively linked with the number of likes on Face
book, number of related posts and number shares by the audience. The results state that there is a
direct relationship between the success of a fundraising activity and social media utilization
(Bhati & McDonnell, 2019). Some of the respondents remained neutral which implies that some
managers are not sure about the utilization of social media in terms of fundraising activities.

4. Use of social media has helped the organization in recruiting volunteers and new members.

Most of the respondents state that social media has helped the nonprofit organization to recruit
volunteers and new members. This finding implies that through social media platforms such as
YouTube, Facebook, Instagram and Twitter, organizations can spread information regarding
their mission and research new people. This can help them in recruitment of new volunteers and
members.

5. I believe that social media has helped us in achieving our mission.

The respondents were asked regarding their perception of the utility of social media. Majority of
the respondents agree that social media has helped the organization in the achievement of their
mission and cause. This finding implies that through the use of social media, the nonprofit
organization can further enhance their cause. Social media has the potential to connect people. It
presents an interactive platform for people through which they connect with each other. Through
interaction and communication, the organizations share the objectives of their cause and mission.
This presents them with the opportunity to reach new people and propel their mission. The
philanthropic associations can use web-based media to improve their image name, advance their
main goal and cause without contributing any income. Expanded perceivability of an association
upgrades their validity and impact the view of the basic public. For example, buyer reviews
express that individuals will in general advance and prescribe such associations to others which
have solid online presence. Individuals discover such associations to be tenable and deserving of
suggestion as they perceive the brand name and their ensuing reason (McCaughey et al., 2014).
The online presence of not-for-profits and resulting benefits with respect to expanded validity
and improved commonality has extensive ramifications for associations. This assists associations
in creating solid associations with the partners through online methods. The charities benefit
from these connections to spread social change. The viability of an association relies upon
different factors like solid associations with the partners, improved commitment, solid
correspondence organizations, expanded perceivability and consistent validity. Such factors
additionally emphatically affect the accounts of an association.
Some of the respondents do not agree with the statement. This implies that some of the people
do not believe on the utility of social media for the promotion of an organization and its
subsequent mission.

6. Social media applications are helpful for sharing information.

According to the findings portrayed in the diagram, majority of the respondents find social media
helpful for sharing information. This entails that information can be shared through social media
applications. This finding suggests that the organizations have the chance to share their desired
information with various people belonging to different communities through social media
platforms such as Facebook, Instagram and Twitter.

7. Nonprofit social media managers are sometimes targeted by mean and nonsensical people on
social media applications.
Majority of the respondents agree that social media managers of nonprofit organizations are
sometimes targeted through mean and nonsensical people on social media. This finding suggests
that negative aspects of social media websites. Although there are various benefits of social
media for nonprofit organizations, there are some associated negative features as well which are
highlighted in this finding. Social media is a platform which presents an opportunity to people to
share their stories and thought online freely. However, this freedom of expression is exploited by
certain sections of society. Therefore, when such negative people target nonprofit organizations,
the social media managers have to deal with their negative comments. This wastes the time of
the managers and sometimes can lead to lowering of their morale. Some of the respondents do
not agree with the statement which entails that such incidents are not frequently experienced.
Therefore, some of the respondents do not agree with the statement that they have faced such
instances in their professional lives.

8. Negative post responses can be damaging for the marketing of the organization.
The respondents of the questionnaire were asked regarding the negative comments. Most of the
respondents state that negative post responses can damage the marketing of an organization. This
finding suggests that through negative posts, the reputation of an organization can be damaged. It
can lead to distrust for an organization which can lead to lose of supporters. This can have wide
implications for a nonprofit organization because such organization survives on the trust and
commitment of the common public. If people start doubting the organization, it could lead to
damage for its prestige and goodwill. However, certain respondents do not agree with the
statement. This entails that some of the respondents do not think that negative posts have the
tendency to damage an organization or its cause. This implies that public opinion cannot be
easily swayed with a handful of negative posts and responses. It is not important that people
might believe everything posted on social media. They investigate on their own which presents
an opportunity to the organization to redeem their prestige and reputation.

9. The organization uses social media to demonstrate transparency so that trust can be
established.
The findings entail that nonprofit organizations utilize social media to demonstrate their
transparency and establish trust with the public. As for a nonprofit organization, the public
opinion matters. In order to establish a trustworthy relationship with the public, the organizations
utilize the social media platform to demonstrate their transparency. This is done by posting
regarding their activities and demonstrating on social media how public funds are utilized. This
will establish the reputation of the organization among the public networks and communities.
The people who fund for the cause of the organization need reassurance that their funds are
applied appropriately. Social media is a platform which provides opportunity for the organization
to establish trust and commitment.

10. The cost-effectiveness of social media makes it a substantial marketing tool for us.
Most of the respondents state that social media is cost effective which make it a substantial
marketing tool for nonprofit organization. The nonprofit organizations have a limited budget;
therefore, the nonprofit organizations utilize social media for their marketing purposes. As most
of the social media applications are free to utilize and present a platform where the organization
can propagate their mission and information without investment much. The claim of utility of
social media for nonprofit organizations is further enhanced by various research works which
state that there are various financial benefits of social media utilization. These include time
savings, more prospects for fundraising, visibility of support etc. Traditional modes of marketing
such as print media, billboards, television and radio are expensive as compared to the social
media marketing platforms. The social media marketing provides the non-profit organizations to
widen their horizons within their tight budgets. Through social media, they are able to market
their services to a larger audience which can bring them new clients and donors (Saxton &
Wang, 2013). However, some of the respondents do not agree with the statement. This implies
that some of the managers do not find the social media marketing as cost effective marketing
tool. This suggests that some of the managers think that social media marketing needs more
investment, resource and time, therefore, it cannot be termed as a cost effective process.
 Chapter 5: Analysis

The following section describes the analysis of the research findings. According to the findings
of the study, social media has imperative significance for marketing of nonprofit organizations.
The detailed description of the analysis is presented in this section.

The findings of the study state that nonprofit organizations recognize the importance of social
media marketing and implement it within their marketing framework. This finding can be
substantiated by the study conducted by Waters (2010) which states that social media is utilized
by nonprofit organizations to invigorate their mission and volunteering efforts (Waters, 2010).
Another study states that the organizations studied in the research have important social media
presence in the form of official websites. This also establishes the utilization of social media
marketing by nonprofit organizations. It states the significance of social media for nonprofit
organizations.

According to the research findings, social media marketing has wide benefits for the nonprofit
organizations. The findings state that the awareness regarding the mission and cause of the
organization is propagated through social media which enhances the visibility of the institute and
helps to attract new funders and potential donors. This finding is validated by the study
conducted by Guo and Saxton. Guo &Saxton state in a research that the nonprofit organizations
utilize social media to engage their supporters. They use social media to expand the circle of
their well-wishers and educate the common public about their foundation and goals. The
researchers examined how the nonprofit organizations gain the consideration of their targeted
audience within the cluster of information available on social media. In the research study, the
researchers employed Twitter messages of 145 nonprofit organizations to collect the data for the
study. According to the results of the data, the attention of the audience depends on the number
of tweets send daily and the size of fan following of the network (Guo & Saxton, 2017). This
substantiates the claim that social media is the means to increase the visibility of an organization.
Social media establishes a sound online presence for the enterprise which attracts the attention of
the people.

Utilization of social media applications like Facebook, Twitter and YouTube help in raising the
awareness regarding an issue swiftly. Social forums have the benefit of sharing knowledge and
information. The protested 2009 presidential election in Iran is an example of the impact of
social media mobilization. Although the people against the elections had limited funds and
resources, they utilized social media to hold large scale protests. The citizens of Iran protesting
against the elections utilized the social media platform to share awareness regarding their
situation to millions of people (Parr, 2011). This validates the claims made in the research that
social media has the potential raise awareness and visibility of an issue as well as an
organization.

The research findings further claim that social media has the potential to encourage people to
participate in fundraising events and activities. This claim is supported by prior research. It states
that the internet tools help in the development of community, attracting novel volunteers and
donors and the conduction of online transactions. It has propelled a new type of fundraising.
Many organizations are trying to implement website fundraising which is also termed as e-
philanthropy. This kind of fundraising involves the organizations to perceive donors as partners
through the process of goal accomplishment. Many companies include donation option within
their social websites. Researchers state that enhancing the features of the organization website
would amplify the prospects for engagement of new donors, increment in fundraising prospects,
and recruitment of volunteers and establishment of community (Hackler & Saxton, 2007).

Majority of the respondents find Social media applications helpful for sharing information.
Research states that people spend considerable amount of time online nowadays. It has enhanced
social interaction and created new forms of communication. People spend most of their time in
social media activities such as emails, social networks and IM chats. Therefore, it is an important
source of sharing information (Riegner, 2007). These websites are persuasive as they have
become an important destination for people and organizations. According to research study,
people consider the advice and information shared online as very valuable. The information
shared online can influence people perception and decisions.

The findings state that the nonprofit organizations utilize social media to demonstrate
transparency so that the public trust can be established. A research quotes the instance for the
incorporation of social media within the nonprofit sector. It states regarding the instance of
American Red Cross. During the Hurricane Katrina which occurred in the year 2005, many
people and article writers criticized the organization for its slow response (Kanter, 2010). The
nonprofit organization launched a social media campaign through websites such as Twitter and
blogger in order to demonstrate organizational transparency and restore the public faith as well
as fight against the negative onslaught and perceptions. This social media strategy initiated a
shift within the organization which now perceives social media as a chance to educate and
communicate with the critics as well as the public regarding any issue and to improve the
organizational performance (Kanter, 2010). The research of Kanter substantiates the claims of
the present research that social media plays a vital role in the development of trust with the
community and helps the organization in the demonstration of transparency. Currently, the social
media websites such as twitter and Facebook are considered as the foremost platforms for
American Red Cross (Briones, Kuch, Liu, & Jin, 2011). The organization has utilized social
media tools to achieve their mission of community engagement, recruitment of new members
and establishment of accountability (Briones, Kuch, Liu, & Jin, 2011). Many people have the
opportunity to interact through social media which makes it an attractive outlet. The nonprofit
organizations can utilize this interactive tool to establish long-lasting relationships and
associations (Kanter, 2010).

Another advantage of social media marketing for nonprofit organization is its cost effectiveness.
The findings state that cost effectiveness of social media makes it an effective marketing tool.
Utilization of social media for development of fund permits the organizations to benefit from
social networks, peer pressure and impulse donation (Saxton & Wang, 2013). The social media
applications such as Go Fund Me and Crowd Rise permit organizations to connect with a large
network of potential donors. It provides the donors with an online platform to easily donate to
causes and missions. The online platforms elicit crowd funding, social networking, and impulse
donation. Additionally, social networking websites permit individuals to broadcast their
organizational commitment and support. This produces a social network effect which persuades
other community members to donate by following the footsteps of their friends (Saxton & Wang,
2013). Moreover, people who support a cause advocate the various beneficial aspects of the NPO
to their friends and family. This leads to enhanced peer pressure and increases the likelihood of
donations. People trust the judgment of their friends and family, and this public transparency
increases the impulse of the people to donate.
The essential benefits of web-based media promoting is diminishing expenses and upgrading
reach. The expense of a web-based media stage is commonly lower than other promoting stages,
for example, eye to eye salesmen or brokers or merchants. Moreover, web-based media
showcasing permits firms to arrive at clients that may not be available because of transient and
locational impediments of existing dispersion channels. Online media stages increment reach and
lessen costs by giving three spaces of benefit to clients (Watson et al. 2002). In the first place,
the promoting firm can give limitless data to clients without human intercession. This is a benefit
over different types of contact in light of the fact that the measure of data that can be given is a
lot more noteworthy than in some other type of correspondence. Furthermore, and all the more
critically, the data can be given in a structure that clients can without much of a stretch cycle and
comprehend. For instance, aircraft planning and reservation frameworks are hard to make and
keep up to serve singular necessities. Furthermore, in this unique circumstance, the decisions are
huge and hard to give in any configuration that is superior to online arrangement (Watson et al.
2002). Second, web-based media showcasing firm can make collaborations by redoing data for
singular clients that permit clients to plan items and administrations that meet their particular
necessities For instance, web based checking and seat task should be possible on the Internet. At
long last, online media stages can permit exchanges among clients and firms that would normally
require human contact as on account of fruitful firms like Dell and amazon.com (Watson et al.
2002). As indicated by Weinberg (2009), The primary benefit of web-based media promoting is
cost-related. The monetary boundaries to web-based media showcasing are very low contrasted
with others. Most of web-based media locales are allowed to get to, make profile and post data.
Though customary showcasing efforts can cost a huge number of dollars, numerous online media
instruments are free in any event, for business use. Organizations can run profoundly fruitful
web-based media advertising efforts on a restricted financial plan. The upside of arriving at your
focused on market for practically zero money venture is generous, and the crowd needing your
data intentionally joins or follows you. Pay-per-click ads on locales, for example, Facebook are
"geo-focused" as indicated by explicit measures, to contact the right crowd. The viral idea of
online media implies that every individual who peruses your presents has the capacity on spread
the word farther inside his own organization, so data can arrive at an enormous number of
individuals in a brief timeframe (Weinberg, 2009).
 Chapter 6: Conclusion and Recommendations

The research was primarily focused on explaining the role of social media in marketing of non-
profit organizations. The findings of the data indicate that social media plays a vital role in
marketing of nonprofit organization. The following research questions were indicated which are
answered accordingly.

What is the significance of social media in relation to marketing? How social media is used
in marketing? How nonprofit organizations can utilize social media to further their cause
and mission?

The findings indicate that social media is considered vital for the marketing of organizations.
The organizations utilize social media for sharing information to the public, developing
interactive relationship with the stakeholders, demonstrating transparency etc. The nonprofit
organizations utilize the platform of social media to promote their mission by connecting with
people and sharing information. The social media platform provides an opportunity for the
nonprofits to target the desired age group. There are various ways through which the desired
audience can be reached through social media as it is not confined to a specific desk. Social
media has wide ranging accessibility which aids the fundraising organizations to reach the target
audience (Kenney, 2012). Online communities are beneficial for gaining support for the cause
and mission

What are the advantages of social media marketing for nonprofit organizations?

Certain advantages and benefits associated with the use of social media marketing in terms of
non-profit organizations are stated in through the findings of the research. These advantages
include cost effectiveness of the social media marketing. The social media marketing does not
need large amount of resources and investment as most of the applications are free to use.
Another advantage ascertained in the research state that through social media, the non-profit
organizations can reach maximum audience and share about their cause and mission which
would ultimately increase their volunteers and public support.

What are the potential disadvantages of social media marketing for non-profit
organizations?
Some disadvantages associated with the use of social media marketing ascertained in the
findings of the research state that the marketing managers have to face online bullying and abuse
as people are free to share mean comments on social media. This situation can be hectic and time
consuming for the managers. Moreover, negative comments can harm the reputation of the
organization.

Study Limitations

During the process of the research, certain limitations emerged. One limitation to the study is that
it used convenience sampling for data collection. Due to shortage of time and resources, the
researcher had to utilize convenience mode of sampling which limits the generalization of the
results. The sample frame might restrict the generalization of the results. The identification of
participants in the sample frame was selected due to feasibility and ease of access. The utilization
of non-probability sampling technique weakens the generalization of the research findings.

The data collection method is carried out online that can also be considered a limitation to the
study. Although, online survey is feasible and cost-effective for the researcher, it fails to capture
the actual response rate of the number of surveys. As close ended questions were asked in the
questionnaire which was administered online, the researcher was not able to clarify the respondent
queries regarding the nature of the questions.

Recommendation

The current status of online media use among non- profit associations is that at first it received
web-based media to draw in with the local area. Albeit numerous organizations keep on doing
this, advancing the projects and administrations has likewise become a first concern. This is
essentially done utilizing Facebook, Twitter, and YouTube to share hierarchical pamphlets,
photographs from projects, and connections to other nonprofits, and other data with their online
local area at any double pace. Human help associations have been utilizing online media for over
five years and most arrange to keep utilizing web-based media later on. In spite of the fact that
non-profit organizations accounted for utilizing online media less than ten hours per week, they
were by and large happy with the results however conceded more help is required. Albeit the
current status of web-based media use among nonprofits seems promising, numerous parts of
utilizing this new medium require more consideration. The proof in this research may not affirm
whether the advanced gap of social media among nonprofits is diminishing or expanding;
although, the investigation proposes that nonprofits could profit by extra help.

This research addresses one of the principal endeavors to fill this gap in the writing and give an
establishment to future request. Expanded comprehension of the current status of social media
use among non-profits will help in helping associations with characterizing objectives and
pondering raising money, advancing the association, expanding straightforwardness and
responsibility, just as how to draw locally and support the association in a manner that is
commonly advantageous. The proof from this investigation demonstrates an essential social
media plan should start with a conversation around how to utilize online media and who ought to
be included. This implies distinguishing who or the number of people are answerable for the
online media activities of the nonprofits and deciding the most ideal approach to offset
advancing the association with local area commitment in order to encourage trust and keep a
certifiable association with the local area. Respondents inside this research appear to
comprehend that online media clients don't just need commercials, yet rather genuine
communication with the association. This should be possible through straightforwardness and
responsibility as well as pondering local area commitment. At last, a conversation about how or
whether to participate in raising support by means of web-based media ought to likewise go with
an essential social media plan so valuable assets are not squandered on endeavors that bring
about minor profits. Social media gathering pledges is getting progressively productive and
significant however respondents in this investigation appear to comprehend that developing a
certifiable relationship with their online local area will have more prominent profits for the non-
benefit associations in the long haul. The current status of online media use among philanthropic
approves how innovation is changing the manner in which individuals connect. This significantly
affects philanthropies association just as friendly work practice.

It is stated that social work advocates can't overlook the guarantee that the internet and innovation
offers. This research exhibits that social media can't be overlooked and that it incorporates
something other than support. One of the primary principles in friendly work is tied in with
making associations and enabling helpless and mistreated populaces. Social media offers these
chances for the individuals who care about friendly equity issues to engage others, share
significant stories, bring issues to light about specific issues, and to associate with others in more
remarkable manners. This association isn't intended to override the conventional eye to eye
communication, rather it is intended to help and improve it. This is occurring right now with the
progression of substance across different media stages, which urges individuals to search out
associations, new data, and to move towards a participatory culture. This is the social shift of
intermingling portrayed by Henry Jenkins (2006). This examination outlines the significant
inspiration for receiving web-based media as respondents perceive the inconceivable potential for
associating with people and expanding local area commitment for everyone's benefit. The force of
web-based media and participatory culture lives inside individuals who are sufficiently energetic
to activate and react to an issue. The philosophical underpinnings of web-based media joined with
the social motivation behind nonprofit clarify why this blend is a characteristic fit. Human help
associations additionally work to make trust and engage those whom they serve. Clearly this must
be done when the instruments are utilized in a suitable way. In any case, this is one of the best and
most energizing parts of this new medium. This examination gives an establishment to investigate
best practices and submit thoughts for future exploration. The way that various human assistance
associations are utilizing web-based media and trust it to be significant means that this space of
request is essential to social work practice, organization, and support. The way of web-based
media in friendly work holds extraordinary potential and ought not be lessened or basically
consigned to different callings. Others utilize this new medium and social work can't bear to be
given up.

Suggestions for future research

Several ideas for future research suggested from this study include:

Characterizing people group commitment and how to gauge it is the primary idea for future
examination. The information results recommend the significance of local area commitment with
online media yet there is no obvious sign of what local area commitment really incorporates. It
very well might be the demonstration of expanding attention to nonprofit projects or issues, or it
very well may be the demonstration of examining significant points to increment community
commitment and move residents towards some sort of activity. Whatever meaning of local area
commitment the individual nonprofits decide to utilize, further investigation may incorporate
subsequent meetings with nonprofits posing inquiries about their origination of this term and
afterward how to gauge it. Measurements could incorporate the quantity of reactions to one of the
organizations announcements or websites, or maybe the quantity of notices and re-tweets by
means of Twitter. This data would be important to nonprofits putting assets into online media.

Further research could assist associations with deciding if web-based media, or a specific angle, is
fitting for the association. Carrying out and assessing effective systems may help assemble limit
and web-based media might be essential for a general intend to cause the association to get
supportable for long haul local area advantage. The expansion of thorough multivariate
measurements should assist with this idea. The research instrument would be refined to get
satisfactory information for multivariate examination.

The study instrument could likewise be utilized with other not-for-profit associations, like strict
associations, to evaluate the current status of their utilization of online media. Numerous
associations have started to embrace web-based media to help with interchanges and different
activities, yet the exploration in this space is not as much as what is accessible with human
assistance associations. The topic of why nonprofit associations utilize social media and what
benefits they find out from this new medium are especially pertinent to the philanthropic area.
Future exploration identified with review approach and online media is justified as this
examination utilized both email and social media to request responses. A last idea for future
examination is identified with local area view of the non-profits that utilizes social media. Future
researcher can explore what does the local area really think about the non-profit utilizing online
media to draw in people? Venturing outside of the association and inspecting it from the point of
view of the local area may enlighten groundbreaking thoughts or give ideas to the future
utilization of online media.

Conclusion

The target of this investigation was to portray the current status of social media use among
charitable human assistance associations and to additionally get why and how nonprofit
utilization of social media can be beneficial. Online media addresses a creative chance for
charitable associations to further explore the work they do and understand the spaces they look
to serve. A dominant part of associations in business, government, and philanthropic areas have
received online media, and numerous inquiries regarding this new medium actually remain. The
current status of online media use among not-for-profit associations sets up a solid establishment
for other non-profits to talk about the vulnerability of things to come, distinguish objectives and
methodologies to help the non-profit organizations to push ahead. Expanded comprehension of
why and how to utilize online media will likewise assist the association with deciding procedures
for utilizing web-based media that can add to the manageability of the association. The
expectation is that by utilizing online media both the association and the local area it interfaces
with will both benefit. This research establishes comprehension regarding social media
marketing in the context of nonprofit organizations from which future examinations might be
duplicated and further upgraded to learn the advantage of utilizing online media, recognize best
practices or methodologies for social media use, and to decide the propriety of this vehicle for an
assortment of non-profit organizations.
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