Social and Behavioral Sciences Commons^™

How Social Media Affects The Annual Fund Revenues Of Nonprofit Organizations, Kelley Lynn Malcolm

Walden Dissertations and Doctoral Studies

Social media's impact on nonprofit organizations' annual fund revenues has not been widely studied. The purpose of this case study was to examine how one organization used Facebook and Twitter to build and maintain relationships with its constituents and how those relationships affected annual fund revenues. The organization selected was a national voluntary health nonprofit that conducts research on pediatric brain tumors causes and treatments and provides support to families facing a diagnosis. Hon and Grunig's measurements for long-term organization-public relationships and Kelly's theory of fundraising were the conceptual basis for this study. Data were collected through interviews with employees …