Author(s)

Rose Howerter

Date Approved

7-26-2012

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

Nonprofit organizations;Social media;Fund raising

Disciplines

Public Relations and Advertising

Abstract

This research study examines the impact of social media use on fundraising activities as reported by nonprofit organizations within three southern New Jersey counties. The study does this by exploring the knowledge, attitudes and behaviors of participating nonprofits toward social media use in fundraising and communication. The author surveyed 40 nonprofit organizations to discover the extent of their knowledge, attitudes and use of social media. The author designed a 30-question survey, posted it online at SurveyMonkey.com and contacted the selected population by email. By categorizing the participating nonprofits into two groups - nonprofits using social media and nonprofits not using social media - the author discovered differences in attitudes, behavior and fundraising outcomes in relation to social media use. The findings indicated a majority of nonprofits using social media reported greater success in their fundraising activities and received higher annual donations than nonprofits not using social media.

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