Communication with heart : the challenges of communicating on social media with no budget

![CDATA[Currently, the Australian not-for-profit (NFP) sector is facing a period of change which comes with significant sector challenges. NFPs play a fundamental role in Australian society as they deliver much needed services, support and expertise to those in need and add to social cohesion by providing a safety net when government services are overstretched or missing. Social media has changed the communication landscape and the way that NFPs promote their message to their target audience. NFP’s have interesting and complex marketing challenges as they are focused on achieving non-financial objectives that stem from their social mission while also relying on a high proportion of volunteer labour. As a result, there was a need to conduct research in this space with the view to developing a framework that NFPs could utilise to structure their social media communication in a way that is proactive, strategic and will achieve meaningful engagement with their target audience. This research will address how NFPs can build trust, engage with their stakeholders and be strategic within the dynamics of NFP resources. This will aid in their ability to be sustainable in the busy social media environment.]]