With limited resources available to nonprofit organizations today, many of their respective leaders need to find creative and effective ways to use social media to their company’s benefit. After completing an exhaustive search through scholarly journals, books, and other resources, the following list of articles was compiled to assist nonprofit organizations in their respective efforts. These articles were also written from credible sources that provide unique insight to the dynamics that nonprofit organizations face today. A final note: You are more than welcome to also upvote or downvote each individual article at your own discretion based on its usefulness to you.
Originally shared in the Journal of Interactive Marketing, the framework of this article discusses how nonprofits are genuinely viewed as more favorable and trustworthy compared to for-profit organizations. Through research and study, the authors (Bernritter, Verlegh, & Smit, 2016) share their findings alluding to how nonprofit organizations convey a sense of warmth and connection to their respective constituents. In essence, the research would seem to indicate that nonprofit organizations connect in a more relational way while for-profits are looking to make a sale.
This article was initially shared in the Nonprofit and Voluntary Sector Quarterly and shares how nonprofits can inspire social change providing influence on social media. Guo & Saxton (2012) report in their findings how nonprofits should be utilize social media platforms for this particular effort. There is a perspective shared that more call to action response is needed to be initiated by these organizations.
There is a sense where nonprofits can and do benefit from one another when they can function in a collaborative way. Kanter & Paine (2012) discuss the importance of utilizing the technologies available to nonprofits today. The authors provide a simple guide for these organizations to use while noting how to engage in more collaborative efforts.
Individuals and organizations ought to take note on the responsibility that is associated with using social media and current technologies. Dumont (2013) shares in an article originally shared in Nonprofit and Voluntary Sector Quarterly the reality of how nonprofits can benefit from social media usage, but to also be aware of some of the ethical responsibilities that are also involved with it.
There are many different reasons why someone will be involved in giving to a nonprofit organization. Saxton & Wang (2014) discuss what factors help nonprofits gain traction with their audience for giving purposes on social media. The authors also look at the patterns for what types of gifts and resources are given to these organizations.
In some cases, nonprofits can learn from specific situations in how to properly respond and use social media to their benefit as well as their constituents. Brengarth & Mujkic (2015) discuss the California wildfires and share how different newsworthy events can help nonprofits gain leverage in the midst of tragedy. There is also a notation on how there are ethical implications that are involved with these difficult situations.
The article, originally shared in the Journal of Computer-Mediated Communication, discusses the nature of communicating with stakeholders on a different level via social media platforms. Lovejoy & Saxton (2012) address the nature of how nonprofits once viewed communication with constituents in a one-sided way. They also mention the importance for nonprofits to use social media platforms that can help foster more two-way conversations and dialogue.
The article initially found in the Open Journal of Leadership focuses in on different leadership styles, noting traditional models within for-profit and nonprofit entities. Ammons & McLaughlin (2017) discuss how servant leaders tend to help enable new followers to become people of influence for the nonprofit organization. There is an important focus on team rather than individual that is noted throughout the article.
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