Senior Project: Social Media and Nonprofits (March 2011)

Social Media and Nonprofits- Increasing Fundraising and Volunteer (PDF)

Social Media and Nonprofits: Increasing Fundraising and Volunteerism for the Kahlo Cultural Center

A Senior Project Journalism Department California Polytechnic State University, San Luis Obispo
In Partial Fulfillment of the Requirements for the Degree Bachelor of Science
by Katie Elaine Boyer March 2011
© 2011 Katie Elaine Boyer

Abstract

This report takes a look at how the role of public relations in nonprofit organizations is changing with the increasing popularity of social media tools. Social media encompasses a wide variety of interactive Web tools like e-newsletters, Facebook, YouTube, blogs, discussion boards, and more. As literature, research, interviews, and a case study suggest, these tools are important because they keep the public engaged and informed about an organization. More specifically, this project looks at the benefits of social media on fundraising, volunteerism, and branding. Although social media is new to many public relations practitioners, social media helps not only the growth of the organization but also donations, awareness, and volunteers. Kahlo Cultural Center, a new nonprofit organization in San Luis Obispo, is used as a case study. By looking at their current social media tools suggestions can be made for improvement based on research findings. Social media, especially in hard economic times, should be used and updated consistently within any nonprofit organization to gain and sustain as much support as possible.

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