School of Communication
Digital Media and Communication Arts
Digital communication, donor retention, non-profit organizations, social media strategy
Advertising and Promotion Management | Communication Technology and New Media | Marketing | Nonprofit Administration and Management | Organizational Communication | Public Relations and Advertising | Social Media
Burton, Aliyah, "The Intersection of Digital Communication & Non-Profit Organizations" (2022). Senior Honors Theses. 1229.
Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor retention, as non-profits seek sustainability moving forward.
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Marketing Commons, Nonprofit Administration and Management Commons, Organizational Communication Commons, Public Relations and Advertising Commons, Social Media Commons