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WU, PEI YU (2017) How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. [Dissertation (University of Nottingham only)]

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Abstract

Non-profit organizations rely on the donation from their donor's financial support so that they could complete their mission to the society. However, while the non-profit fundraising marketing environment has become more and more competitive, the charity has conducted and planned multiple marketing strategies beyond the booming social media platform. It is not only because the social media platform has been widely used in people's daily life but also be seen as a new way for brand to communicate or deliver message to their consumers. Non-profit organization in Taiwan also enhanced their management on social media with their donors in recent year, especially on the Facebook fan page.

The following research will discuss that how social media could influenced donor behaviour and will take the non-profit organization Taiwan Fund for Children and Families on Facebook as an example. By conducting the quantitative research method to collect 421 questionnaires from donor on Facebook to test what could be the influence factor for donor’s donation while they using charity's Facebook fan page.

Key words: #socialmedia #non-profitorganization #Facebook #donorbehaviour #marketing

Item Type:	Dissertation (University of Nottingham only)
Keywords:	non-profit organisation, donor behaviour
Depositing User:	Wu, Pei-Yu
Date Deposited:	12 Apr 2018 08:56
Last Modified:	17 Apr 2018 15:24
URI:	https://eprints.nottingham.ac.uk/id/eprint/45402

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