Social Media Fundraising: Facebook Friend or Foe? A Case Study of Oregon Nonprofit Organizations

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Title: Social Media Fundraising: Facebook Friend or Foe? A Case Study of Oregon Nonprofit Organizations
Author: Laird, Monica, 1987-
Abstract: Social networking websites like Facebook and Twitter have revolutionized how Americans communicate with businesses and organizations around the world. These sites are allowing nonprofit organizations throughout the nation to join a movement in "equal opportunity activism" by virtually accessing potential donors from even the youngest generations. Despite the recent obsession with Facebook causes and "Tweet" campaigns, most organizations have yet to see a financial return on their investments in these seemingly inexpensive fundraising methods. This case study of nonprofit organizations in Oregon examines the return on fundraising expenditure for social media sites being used as fundraising tools in comparison to more traditional methods of fundraising. I also answer underlying questions about whether social media fundraising may be more appropriate for organizations of a certain size. In the end, I will look at the planning process for social media use and provide an evaluation of the future potential for these tools.
Description: xiii, 74 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.
URI: http://hdl.handle.net/1794/10676
Date: 2010-06


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