Publication Date

Fall 11-22-2022


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


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.