The Practices of Nonprofit Organizations in the New Age of Social Media: A Qualitative Study of Donors' Receptiveness

摘要

Social media platforms have engendered new avenues for social participation, which enables non-profit organizations and their core stakeholders to build a fruitful relationship. Yet, emerging challenges have hindered them from taking advantages of all features offered by the new media namely with reference to potential donors' receptivity to online charitable presence. Therefore, a critical examination of opportunities and challenges associated with nonprofit and donor' use of these media is needed. Our study examines donors' receptiveness toward online charitable activities. To achieve this aim, we designed a qualitative study using in-depth individual interviews. Our findings reveals the perceived benefits of the integration of social media in nonprofit' work and explore barriers that prevent effective use of these platforms in nonprofit practices.