Journalism and Mass Communications, College of


Document Type


Date of this Version

Winter 2014


Journal of Digital & Social Media Marketing Vol. 1, no. 4


Copyright (c) 2014 Henry Stewart Publications. Used by permission.


Although nonprofits see value and potential in social media, many have not yet mastered social media and harnessed their full potential. This phenomenological study sought to identify the best social media strategies and tactics for effectively engaging existing and potential donors, volunteers and stakeholders, according to social media nonprofit professionals. Six themes emerged: listening to the audience; engaging instead of fundraising; sharing relevant, valuable and actionable content; being honest, accessible and responsive; using social media as part of a multi-channel strategy; and that measuring is mandatory.