IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2017v4i4p374-379.html
   My bibliography  Save this article

How digital marketing can galvanise nonprofit supporters

Author

Listed:
  • Baird, Alexandra

Abstract

There are many examples of causes that have reverberated around the world thanks to social and digital media. Sceptics have dubbed this ‘hashtag activism’ or ‘slacktivism’, but there is no doubt that these movements generate awareness — and sometimes real action. Of course, the flipside of these success stories is that most nonprofit (and corporate) marketers have been asked how to make something go viral so often that they probably cringe at the very mention of the word. Nevertheless, as this paper will discuss, there are many lessons to learn from these movements, and strategic principles that can be applied to nonprofit and cause marketing campaigns.

Suggested Citation

  • Baird, Alexandra, 2017. "How digital marketing can galvanise nonprofit supporters," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(4), pages 374-379, February.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:4:i:4:p:374-379
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1976/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1976/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    nonprofit marketing; cause marketing; digital marketing; social media for nonprofits; Instagram for nonprofits;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2017:v:4:i:4:p:374-379. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.