Use of Social Media by Nonprofit Organizations

Nonprofit organizations have grown tremendously in the last three decades. With growth has come greater interest from the nonprofit sector in the importance of marketing. Nonprofits application of marketing is now a well-accepted practice. Recently, nonprofits have also begun to use social media for fundraising and marketing. The perception of nonprofit organizations is different when approaching social media and traditional marketing. Through a national survey, the authors examine issues of nonprofit marketing strategy and social media from the viewpoint of the nonprofit organization. A conceptual framework for strategic implications is provided