Date of Conferral
Public Policy and Administration
Social media's impact on nonprofit organizations' annual fund revenues has not been widely studied. The purpose of this case study was to examine how one organization used Facebook and Twitter to build and maintain relationships with its constituents and how those relationships affected annual fund revenues. The organization selected was a national voluntary health nonprofit that conducts research on pediatric brain tumors causes and treatments and provides support to families facing a diagnosis. Hon and Grunig's measurements for long-term organization-public relationships and Kelly's theory of fundraising were the conceptual basis for this study. Data were collected through interviews with employees and constituents, organizational social media analytics such as Facebook Insights, and a week of Facebook and Twitter content. Data were coded inductively and analyzed using classical content analysis. Results indicate that although both the organization constituents and employees interviewed saw social media as a valuable tool to communicate information, it was not having a direct, immediate effect on annual fund revenues. Recommendations were that the organization leaders consider expanding to other social media platforms and track constituents with whom they frequently interact to determine if they make a gift or fundraise through an event in the future. The positive social change implications of this study include recommendations to nonprofit leaders to connect with their constituents with the cost-effective tool of social media and to track how it affects direct donations or participation in its fundraising events. An organization that can keep its expenses low as it connects with its constituents could direct more of its annual revenues into its mission.