Graduate Research Papers


Graduate Research Paper (UNI Access Only)


The rising popularity of social media in the marketplace has both private and public sectors adjusting their strategic marketing plans (Milde and Yawson, 2017). These rising changes have specifically altered the way nonprofit organizations create connections with key stakeholders and generate funds (Young, 2018). Nonprofit marketing leaders are faced with challenges such as accountability, branding, budget and capacity in order to meet the escalating demands of a wide digital landscape (Namisango et al., 2021, Nageswarakurukkal et al., 2019, Milde & Yawson, 2017, Renz & Ebrahim, 2016, Krueger & Haytko, 2015). Users are now more than ever expecting organizations to develop a marketing mix that encompasses a well communicated and intertwined digital component.

A digital landscape is now expected by users that portrays the brand through relationships and connections that humanize the organization (Szondi, 2010). The following research encompasses a range of studies and topics to further analyze the topic of social media and its impact on the nonprofit sector. The main results of this study indicate strategic practices for nonprofit marketing professionals to implement into their content planning. Key implications include prioritizing digital marketing in budget planning, capitalizing on storytelling as a method of engagement and managing an authentic brand voice. The following research will present an analysis of social media marketing and how this method of communication has altered key performance indicators of nonprofit leaders. This study will also propose opportunities for nonprofit organizations to consider in future research of social media and its impact on philanthropy

Year of Submission


Degree Name

Master of Arts


Department of Health, Recreation, and Community Services

First Advisor

Julianne Gassman

Date Original


Object Description

1 PDF file (50 pages)



File Format


Off-Campus Download