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Friending and Funding Through Facebook: Social Media Use of Regional Nonprofit Organizations
Abstract
Social media may be leveraged as a cost-effective way for nonprofit organizations (1) to share information and (2) as a platform for fundraising. This is especially true for regional nonprofit organizations which may have less dedicated resources for marketing and fundraising. This chapter has two main objectives. First, the impacts of regional nonprofit organizations' leadership and strategic emphasis on the use of social media for information transmission is examined. Insights are gained from leadership at 121 nonprofits and through analysis of 377 days of Facebook data for seven nonprofit organizations. The second objective of this work is to examine regional nonprofit organizations' use of social media for crowdfunding or raising donations through a network of social media followers. The Facebook pages of 647 regional nonprofits are examined, and insights are gained from key staff members at 10 organizations.
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