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Social Media For Nonprofits Analysis

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Social Media For Nonprofits Analysis
Social Media for Nonprofits: Analysis and Discussion of Facebook for Habitat for Humanity San Luis Obispo

A Senior Project presented to the Faculty of the Journalism Department California Polytechnic State University, San Luis Obispo

In Partial Fulfillment of the Requirements for the Degree Bachelor of Science in Journalism

by Christine Gorney March 2011

© 2011 Christine Gorney

USE OF SOCIAL MEDIA FOR NONPROFITS Abstract In the past few years, social media has become a key strategy for public relations practitioners. Sites like Facebook have revolutionized online marketing and how businesses and organizations reach their publics. Large nonprofits utilize Facebook to

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spread their messages and gain supporters and funds, …show more content…
This information is easy do-it-yourself tips and affordable to low-income families. The purpose of the action plan was to provide an example of how a small nonprofit can transform their Facebook page to help gain recognition and volunteers, to further their causes and to fundraise. The plan was given to Joy Miller, the PR and marketing coordinator for Habitat for Humanity, to implement. After two weeks and no changes on the Facebook page or posts, an interview was conducted with Joy to gain insight as to why the plan was never implemented. The following questions were asked: • • • • • • • • • Why has HFH San Luis Obispo County not utilized Facebook in the past? Why are you interested in utilizing the site now? Why was the plan not initiated? What were obstacles? Did you like the plan? Why or why not? Do you plan on initiating the plan sometime in the next month? Do you plan on changing the plan in any way? If so, how? What would help with future …show more content…
analysis (see figure 2) were made for the organization to follow and use to start updating the Habitat for Humanity San Luis Obispo County’s Facebook page. The key messages of the plan were: • • Habitat for Humanity is dedicated to eradicating poverty housing. Habitat for Humanity is looking for more volunteers and partners to help bring more affordable housing to those in need. • Habitat for Humanity is a source for information regarding home building and upkeep. This information is easy do-it-yourself tips and affordable to low-income families. The target publics included current and potential donors (from businesses to individuals), current and potential volunteers, and current and potential Habitat families that utilize the services of the organization. The following strategies were created to help advertise the key messages of the campaign to Habitat for Humanity San Luis Obispo County’s publics: • Increase awareness of Habitat for Humanity San Luis Obispo County by increasing the number of “likes” from 55 to 300. • Increase awareness of Habitat for Humanity’s Hike for Habitat event happening April 30 through Facebook advertising and
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