Examining Nonprofit Organizations' Use of Social Media to Reach Organizational Goals

Author

Amanda L. Margiotta, CUNY Bernard M Baruch CollegeFollow

Date of Award

Spring 5-28-2025

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Valerie Biwa

Abstract

This thesis investigated the impact of social media on nonprofit organizations’(NPOs) efforts to reach their organizational goals. Focusing on a breast cancer organization, the Ellen Hermanson Foundation, and a domestic violence organization, Hope’s Door, and their social media use, this study analyzed their marketing and fundraising campaigns for breast cancer awareness and domestic violence awareness months, as well as Giving Tuesday. With the use of qualitative content analysis, this study identified the use of communicative strategies such as testimonials, reporting and statistics, storytelling through short videos, and call to action to make posts compelling and solicit engagement. It also identified the different themes NPOs use to reach their organizational goals such as fundraising, awareness, personal connection, donor recognition, and transparency. Lastly, this study shows the influence the COVID-19 pandemic had on NPOs use of social media before, during, and after the pandemic. The findings indicate that social media has had a great impact on nonprofits during and post the COVID-19 pandemic and provides many tools to grow a nonprofits credibility and appeal to its donor base. This research contributes to the understanding of the growing digital impact of NPOs and offers insights into how these NPOs used social media to their advantage in making long term impacts.

Recommended Citation

Margiotta, Amanda L., "Examining Nonprofit Organizations' Use of Social Media to Reach Organizational Goals" (2025). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/208