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Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos
Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos
Undergraduate Honors Thesis Collection
The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …