Publication Date
Spring 5-11-2019
Document Type
Capstone project: Open access
Degree Name
MA Leadership Studies
Department
Leadership Studies
Abstract
Through primary and secondary data collection, this research explores the correlation between online marketing strategies and fundraising performance of small nonprofits. The purpose of this research was to identify the needs and challenges of small nonprofit organizations' marketing departments, in order to create a new marketing strategy that would help them reach their goals. The study identified several problems which small nonprofits commonly face. As a result, a new Influencer Marketing Platform has been designed, with an intent to solve the issues of volunteer based or part-time marketing staff, the lack of budgets for promotional campaigns, and the inability to create appropriate social media content.
Digital USD Citation
Orucevic, Goran, "The Correlation Between Online Marketing Strategies and Fundraising Performance of Nonprofit Organizations" (2019). M.A. in Leadership Studies: Capstone Project Papers. 59.
https://digital.sandiego.edu/solesmalscap/59
Included in
Advertising and Promotion Management Commons, Leadership Studies Commons, Marketing Commons, Nonprofit Administration and Management Commons
