Tạp chí in Tiếng Anh

Use of Social Media in Fundraising by Vietnam Non-profit Organizations: Case Studies of Song Foundation and Tro ngheo vung cao Fund

Thi Minh Hien NGUYEN	nguyentminhhien2016@gmail.com	Academy of Journalism and Communication
Vu Hoang Linh NGUYEN	—	Academy of Journalism and Communication

Ngày nhận bài: 18/07/2022 Ngày phản biện: 09/08/2022 Ngày xuất bản: 28/10/2022

Tải tệp

Abstract:

There is plenty of research on how non-profit organizations use social media and how social media are utilized for fundraising. However, little research has been done on how non-profit organizations are utilizing social media for fundraising. This paper aimed to address this literature gap by analysing subjects’ Facebook posts and gathering primary data through online surveys. One hundred eighty-one posts were collected on the Facebook pages and groups of two Vietnam non-profit organizations, namely Song Foundation and Tro Ngheo Vung Cao funds. According to the “Information - Community - Action” microblogging message classification scheme of previous researchers, these posts were organized into nine categories. The two said organizations were then classified according to their Facebook function usage patterns. Song Foundation was labelled as “Information Sources,” while Tro Ngheo Vung Cao funds were classified as “Promoters and Mobilizers.” Online surveys conducted on 204 Facebook users showed that social media was the predominant source of information for the decision-making process of donation/volunteer for a non-profit organization.

Keyword:

non-profit organization, social media, fundraising, Facebook

Content:

Reference:

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