Abstract

A study examining the content strategies within Twitter posts, from nine charitable nonprofit organizations was conducted. The content analysis was conducted to identify content strategies (relationship cultivation, solicitation, and stewardship) behind each Twitter post from these nine organizations, within a one-week period. The study also looked at levels of engagement on each tweet as well as interactivity from the organization. The results showed that these nine charitable nonprofit organizations were primarily using stewardship strategies and techniques in their posts. The study also found that relationship cultivation yielded higher levels of retweets and that the relationship cultivation and solicitation combination strategy received higher levels of likes, while the organizations lacked in interactivity (two-way communication). The results from this study add a level of Twitter analysis to the ongoing research of fundraising on social media, and provide questions for future research.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2017-03-01

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd9080

Keywords

charity, nonprofit, fundraising, social media, Twitter, relationship cultivation, stewardship, solicitation

Included in

Communication Commons

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