Social and Behavioral Sciences Commons^™

Nonprofit Organizations & Social Media Fundraising: An Analysis Of The Goodgiving Guide Challenge, Laura Whitaker

MPA/MPP/MPFM Capstone Projects

In today’s age of social media and interconnectedness, nonprofit organizations have the ability to be creative in their fundraising efforts. One method of online fundraising is a social media campaign, such as the GoodGiving Guide Challenge, an eight-week online charitable giving campaign for nonprofit organizations across Central Kentucky.

A review of related literature shows that previous studies have touched on the growing trend of social media as a nonprofit marketing tool, the role of internet in the nonprofit sector in general, the return on investment in nonprofit internet use, and the importance of accountability and trust in terms of online …