Date of Award

2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. Carolyn Cunningham

Abstract

This thesis researched how well social media works with NPOs to effectively communicate with their supporters. Being in a technology age, NPOs have had to embrace social media as being the main form of communication; however, this does not mean that all like to use it. One of the main conflicts in NPOs using social media as the main communicative tool is the loss of personal interaction with their supporters. NPOs began with having to utilize interpersonal communication only and with the new age of technology, they are struggling with keeping up with the different sites as well as the lack of personal interaction with their supporters. Though the efficiency of social media is appealing to NPOs, most are having difficulty finding the time and manpower to keep up with the maintenance of the sites and maintaining the relevancy of their posts. This requires more staff and for most NPOs, that is difficult as they do not have huge funds to pay employees and this stands in the way of them hiring more staff. Thus, NPOs face the problem of keeping relevant with their supporters if they are unable to maintain their different social sites.

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