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Keywords

disinformation, social media, crisis communication, nonprofit, reputation management

Abstract

This study explores how disinformation attacks on social media can affect nonprofit organizations, a topic that has received limited scholarly attention compared to similar impacts in the for-profit sector. Through a review of existing literature and two in-depth case studies—Save the Children and the American Red Cross—this research analyzes how nonprofit organizations are uniquely vulnerable to reputational damage in the face of disinformation. The case studies highlight different motivations behind disinformation campaigns, including political agendas and deliberate efforts to harm brand credibility, and assess the effectiveness of various response strategies, including denial, debunking, attacking the source, and public education. Findings reveal that nonprofits with an engaged social media base and a multi-platform communication approach are better equipped to mitigate the effects of disinformation. The paper concludes with strategic, research-informed recommendations for nonprofit practitioners, emphasizing the importance of proactive social media engagement, simplified messaging, and maintaining control over communication channels.

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