The Role of Social Media in Non-profit’s Relationship with their Publics

• In Event: Connecting Publics via the Digital Bridge

Abstract

This online survey (N = 222) investigates how a non-profit organization's Internet presence strengthens public-organization relationship. Data indicates a positive relationship between donor’s/volunteer's trust and relationship with the organization. Several variables including online donation likelihood and interest in hyperlinks are examined. Some respondents place importance on the Web site’s ability to offer planned giving, and those who find this important have a significantly different value of volunteer trust than those who find this unimportant.

Authors

• Catherine Capers, University of Georgia

• Lesley Anne Fenton, University of Georgia

• Kristin Eichbauer, University of Georgia

• Rebecca Holton, University of Georgia

• Lauren J. Miller, University of Georgia

• Kaye Sweetser, University of Georgia