How do nonprofit organizations utilize the internet and social media to illustrate their purpose, promote education, and receive donations?

Nonprofit organizations should utilize the internet and social media to illustrate their purpose, promote education, and communicate with the public because…

       Name of Authors the internet is a useful tool for nonprofit organizations and can benefit their needs social media allows opportunities for nonprofit organizations to communicate with the general public and spread their cause personal websites can share vital information and provide a way for nonprofit organizations to receive donations they can create social change at a faster rate and recruit more volunteers and followers
Reddick, Christopher – charities can reach out to millions of people through the use of online tools

– build and enhance relationships with the public

– most people use the internet to receive information

– the more an individual is associated with or shows interest in a nonprofit organization, the more likely they will make an online donation

– organizations must  target the right audience for internet fundraising

– easy way for people to donate


– organizations must take action publicly to gain respect from individuals and promote a greater audience

– greater civic involvement with nonprofit organizations is associated with greater social capital for nonprofits

Miller, David – breaks down national and international barriers that keep smaller organizations from educating large groups of people – an effective way for them to educate the public, receive donations, recruit volunteers, and provide opportunities

– can expand their supporters and audience to not only a specific location, but worldwide

– allows organizations to connect with different people from different parts of the world

– organizations have to successfully express their purpose online so they can be profitable through online donors – the internet and social media is an easy way for nonprofits to recruit volunteers

– the more followers they have, the more individuals will be educated about their cause

Kenix, Linda – nonprofits have to have an ethical and logical approach to details

– they have to compete with critics and provide support of their cause

– personal websites are a way for nonprofits to advertise their purpose

– communication and fundraising tool

– the internet is an advantage for promoting social change

– charities have to provide vital information that will promote social change

– if an organization represents itself justly, then the internet can extend the potential for social change

Pollach, Irene – the web provides for many capabilities

– a refined website can benefit nonprofit organizations

– creates a portal for individuals and nonprofit organizations to connect

– provide information about their cause and interact with the public

– the motive for individuals to donate is because of the human need to help others

– various relationships… such as individuals and online donating, nonprofits and the internet, and donors and nonprofit organizations

– the way organizations promote their cause must be respectable and appeal to individuals in order to receive donations

– people who follow a specific organization are more likely to contribute to that organization

– how nonprofits carry themselves can gain followers and create change

– a goal for every organization is to recruit volunteers

Sharma, Ritu – the utilization of the web is a way for nonprofit organizations to announce fundraisers and public events, try to receive donations, and share articles or information about issues correlated with their cause – used as a social network for announcements and sharing information

– 97% of nonprofits are on Facebook

– allows organizations to create their own page with links for pictures, articles, etc.

– social media is used as an engagement tool to receive donations

– tweets or comments are helpful for resulting in financial support, which still typically happens through a donate page

– in order to receive followers and educate the people, nonprofits have to respond to controversies that they face through online means
McManus, Brian – study conducted to analyze consumers’ purchases from an online store of a large nonprofit organization

– funds from products purchased from an organization’s online store goes to the organization’s cause

– the offering of pledges promotes a greater chance that individuals will donate to that charity

Prakash, Aseem – nonprofit organizations have to be careful as to what information they share and how they share it

– the web can benefit nonprofits and their cause as long as they use appropriate actions

– information problems and leaks are due to agency failures and slippages

– social media as a way to reveal reliable information to the public – nonprofits can provide proof and evidence of where donations go

– if individuals can trust an organization, then they will be more willing to donate

– volunteers are able to provide input and shape into organizations’ functioning

– when nonprofits provide necessary and honest information, they gain respect by followers and the potential to recruit more volunteers

Lovejoy, Kristen – three functions for nonprofit organizations:  information, community, and action – microblogging services serves as communicative functions for nonprofit organizations

– allows for better engagement with stakeholders

– has exposed new opportunities for public engagement

– promote interactivity and communication that nonprofits need in order to gain supporters

– social media is the fastest way for organizations to expose their cause


– social media is replacing traditional websites

– personal websites are a good tool to inform individuals about the nonprofit’s cause and to sell merchandise and accept donations

– the internet allow organizations to receive useful feedback and build on their cause through followers, petitions, and reports

– social media can accomplish many changes and conveniences for nonprofits

– social media is the fastest way to gain supporters and have information shared throughout the world


Reddick, Christopher, and Branco Ponomariov. “The Effect of Individuals’ Organization Affiliation on Their Internet Donations.” Nonprofit and Voluntary Sector Quarterly 42(6): 1197-1223. SAGE Premier 2009. Web. 6 July 2014.

Miller, David. “Nonprofit Organizations and the Emerging Potential of Social Media and Internet Resources.” SPNHA Review 6: 34-52. Scholar Works. Web. 6 July 2014.

Kenix, Linda. “Nonprofit Organizations’ Perceptions and Uses of the Internet.” Television & New Media 1: 407-428. SAGE Premier 2009. Web. 6 July 2014.

Pollach, Irene, Horst Treiblmaier, and Arne Floh. “Online Fundraising for Environmental Nonprofit Organizations.” IEEE Xplore: 1-9. IEEE Xplore Conferences. Web. 10 July 2014.

Sharma, Ritu. “How Nonprofits Use Social Media to Engage with their Communities.” Nonprofit Quarterly, 13 Mar. 2014. Web. 10 July 2014. <>.

McManus, Brian, and Richard Bennet. “The Demand for Products Linked to Public Goods: Evidence from an Online Field Experiment.” Journal of Public Economics 95(5): 403-415. Elsevier SD Freedom Collection. Web. 17 July 2014.

Prakash, Aseem, and Mary Kay Gugerty. “Trust But Verify? Voluntary Regulation Programs in the Nonprofit Sector.” Regulation & Governance 4(1): 22-47. Wiley Online Library. Web. 17 July 2014.

Lovejoy, Kristen, and Gregory D. Saxton. “Information, Community, and Action: How Nonprofit Organizations Use Social Media.” Journal of Computer-Mediated Communication 17: 337-353. Wiley Online Library. Web. 17 July 2014.


While coming up with my because clauses to support my main claim, I was really confident as to how much my research represented each clause.  However, my source from Brian McManus and Richard Bennet really only supported one claim to my argument, and very little to none at all for my other claims.  But as far as all my other sources, I could find at least one vital piece of information to connect with each claim.  There are a couple gaps from a couple sources in regards to my social media claim, but I don’t think it is enough to not be able to create a valid argument for my inquiry project.  I’m really confident in the sources I chose for this project and think they can provide reliable evidence for an argument and counterargument.

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