USAGE OF SOCIAL MEDIA BY NON-PROFIT ORGANIZATION FOR FUNDRAISING PURPOSES
Abstract
Non-profit organizations highly depend on
fundraising to accomplish their mission and remain
sustainable. If initially the fundraising was accomplished by
face-to-face actions, in today’s age of social media and
interconnectedness, nonprofit organizations have new
opportunities for raising funds. However, quite little research
is available on the use of social media within nonprofit
organizations in general. This study is one attempt to fill this
gap of knowledge by exploring and describing how the NPOs
are incorporating social media in their daily fundraising
practices. A cross-sectional research design was selected and a
survey instrument was translated and adapted for this study.
Data were collected from 43 non-profit organizations in
Romania which positively replied to our online survey.
Results show that NPOs know the advantages of employing
this new instrument for their organization, but they are less
engaged in this.
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