Description
Digital and social communication is ever evolving, and not-for-profit organisations (NFP) increasingly rely on social media to showcase their activities and to try and develop a connection with their current and potential target audiences. They rely on the free and accessible nature of social media to help them educate and inform, attract donations and volunteers and create a sense of belonging with their followers. However, social media is a competitive landscape and the fight to catch the attention of followers is especially difficult for NFP’s as they are competing against commercial organisations with qualified staff and budgets. NFPs have neither the time, staff nor budget but are aiming to achieve the same things as their commercial counterparts. Ultimately, they are aiming to achieve social good, in line with their organisation’s mission and to foster online relationships and a sense of community.This paper explores how different types of success-orientated social media content was received by NFP audiences and the implications this has for engagement, trust and online community building for organisations with a social mission rather than a commercial imperative. Drawing on survey data, interview responses and an immersion journal, this netnographic study of online cultures and content, examines the emotional, cognitive and behavioural reactions that such posts evoke from their followers. Posts celebrating milestones, awards, member success, wins and donations tend to achieve stronger responses (i.e. likes, emotion reactions, comments and shares) from followers then content that is branding or educational focused. Findings suggest that audience responses vary depending on content framing e.g., collective winning over mission information, platform and alignment with their target audience.
The implications for NFP public relations practice include strategies for crafting success stories that engage their online audiences and build trust, reputation and relational capital.
The sector needs to balance their capacity with the need to increase organisational visibility while adhering to audience expectations of content quality, authenticity and mission-centric messaging.
| Period | 2026 |
|---|---|
| Type of journal | Journal |
| Degree of Recognition | International |
Keywords
- social media
- not-for-profit organisations
- public relations
- community