The thesis research question originated form an interest in experiments with web and social media tools, and explores in what ways these kinds of communicative and collaborative media could facilitate opening dialogue among citizens and various actors present in the area of Malmö.The research approach deemed most suitable for the selected area is a combination of a participatory design methodology and ethnographic research. During the fieldwork phase different use situations were investigated through interviews, surveys and case studies. The purpose of the investigation was mapping the different stakeholders who operate to solve these problems engaging the residents. The modalities of communication of Malmö municipality and its non-profit organizations have been analysed. The results were compared with other researches in the fields.To understand the motives behind the users’ behaviour, the reasons for active and non- active participation have been investigated, especially those related to social media. Between a form of passive and active engagement a different form of engagement has been identified, that could include the mixed user group of individuals who are interested in being gradually involved in volunteering; having different level of indirect engagement can facilitate these users in “taking the first step” to participate.The concept was developed as a Facebook App in collaboration with Frivilligcentra. The app will allow the users to define their own engagement path, dividing every local volunteering event in tasks, with different levels of involvement. Overall it may define a new flexibility in the non-profit sector- in the sense of time, place, diversification of the experience, engagement - which could demonstrate that with the support of online tools organizations and users can interact better.

Every year, an increasing number of displaced people arrive at the United States of America's border to request asylum. Several groups are working to help migrants by providing them with essential items and services, housing, and legal advice. Drawing on ethnographic findings, this work presents a situated perspective of how citizen responders utilize technological systems to provide relief to those affected by the immigration crisis. Often, these citizens with common goals come together to form organizations. This study investigates how social media and technology support on-the-ground work, advocacy work, care-work, and invisible work of these organizations. Further, I highlight how technological systems fail organizations and how the emergence of care-work replaced these systems. Finally, I make design recommendations to social media and technological systems' design to boost the efficacy of collective crisis response by citizens. / Master of Science / Every year, an increasing number of displaced people arrive at the United States of America's border to request asylum. Several groups are working to help migrants by providing them with essential items and services, housing, and legal advice. Drawing on ethnographic findings, this work presents a situated perspective of how citizen responders utilize technological systems to provide relief to those affected by the immigration crisis. Often, these citizens with common goals come together to form organizations. This study investigates how social media and technology support on-the-ground work, advocacy work, care-work, and invisible work of these organizations. Further, I highlight how technological systems fail organizations and how the emergence of care-work replaced these systems. Finally, I make design recommendations to social media and technological systems' design to boost the efficacy of collective crisis response by citizens.

Web 2.0低技術門檻、雙向溝通等特性是非營利組織電子化的立基，然而，相關的實證研究顯示，大部分的非營利組織皆無法有效利用網路作為互動溝通的工具。因此，本研究針對倡議型非營利組織的網站，以滾雪球抽樣法進行線上檢閱，並挑選合適個案進行深度訪談，藉此瞭解倡議型非營利組織應用Web 2.0的實務情況，欲檢視Web 2.0對於倡議型非營利組織的優勢何在以及應如何運用，以此作為其他類型的非營利組織運用Web 2.0時的參考。由於非營利組織與政府同樣具有政策倡議的本質，因此，本研究也將提出對政府機關在應用Web 2.0時的建議。 研究結果顯示，本研究所觀察的非營利組織明顯將Web 2.0網站作為傳播組織相關資訊的工具，藉此與潛在支持者建立關係，部分組織一開始並非有系統且規劃地運用，但是在實務的運用經驗中，也逐漸發掘出各類平台的優勢與特點，發展出不同的網站應用策略，並達成這些平台當初使用的目的:與他人開啟對話空間並進而建立關係。另外，根據研究結果亦可發現，臉書逐漸取代部落格在訊息傳播的功能，而部落格則因其具備優秀的資料儲存與整理能力，而被作為議題的資料庫。最後，雖然根據相關研究顯示，多數非營利組織無法善用臉書與潛在支持者溝通，但本研究發現，倡議型非營利組織利用臉書與潛在支持者開啟對話，而有利於倡議。 根據以上研究發現，本研究可以針對不同對象提出實務建議。就非營利組織而言，本研究建議其可以善用網頁分析工具、發展完善的整合策略、發揮網頁募款的潛能以及積極發揮Web 2.0的對話潛能。就政府機關而言，本研究建議其可利用Web 2.0概念增加政府網頁的創新性與便利性，以及利用社群網站增加政府資訊的流通性。 / The characteristics of Web 2.0 promote effective communication and require low skill. These characteristics are niche for nonprofit organizations (NPOs). According to the relevant studies, however, most NPOs can’t effectively communicate with potential supporters by making the best use of the Internet. Hence, the study aims to explore whether and how advocacy NPOs utilize Web 2.0 and the efficacy. The study samples advocacy NPOs and their websites. By snowball sampling, content analysis and in-depth interviews, the results show that these NPOs have been apparently utilizing Web 2.0 technologies as one of their tools to disseminate information and connect potential supporters. At first, most observed NPOs didn’t adopt Web 2.0 systematically, but they have found strengths of Web 2.0 from their practice, developed many strategies and succeeded in building relationship with their potential supporters. Additional findings indicate that the NPOs which use their websites to disseminate information gradually replace blogs with Facebook. Blogs, however, remain useful for the NPOs due to its advantage on information storage and information arrangement. Finally, although relevant research shows that most NPOs can’t utilize Facebook to communicate, our findings support that advocacy NPOs utilize Facebook to communicate and advocate. The research findings contribute to suggestions on NPOs and governments in practice. NPOs should improve their website’s content, develop integrated strategy to coordinate online and offline activities, enable their websites for fundraising and communication. In addition, government should increase convenience and creativity of their websites by applying Web 2.0 technology and disseminate information by social networking sites.

The thesis deals with the celection of suitable legal form for amateur theater group. The number of types of organizations, which are evaluated, is after the change of Civil Code quite huge and comprise besides non-profit organizations also border and mixed organizations. The main aim of thesis is to select the legal form, which is because of their characteristics the best for small amateur theater group and then set up an accountig system, which could the organization use. The amateur theater group is part of the Cultural department of the city, funded organization now. The main method is comparsion. Individually legal forms are compared according to valid laws and membership requirements, which is assigned a score. The sub-goals are creation of the code of rules and then set the accounting and taxes system.

Syfte: Tidigare forskning tyder på att Balanced Scorecard handlar om att skapa balans mellan finansiella och icke-finansiella mål, medan andra menar att det handlar om balans mellan ägarnas och intressenternas mål. Vårt syfte med studien är därför att öka förståelsen för hur balans skapas mellan olika mål, med fokus på Balanced Scorecard i offentlig sektor. Metod: Denna kvalitativa studie bygger på en hermeneutisk och socialkonstruktivistisk ansats. Den teoretiska referensramen bygger på tidigare forskning inom delämnet och empiri samlas in genom semistrukturerade intervjuer. Genom en abduktiv ansats vägs teori och empiri mot varandra för att öka förståelsen. Analysen sorteras efter de teman som uppkommer i studien. Resultat & slutsats: Vår studie tyder på att det inte finns någon konflikt mellan ägarnas och intressenternas mål i offentlig sektor. Verksamheter i den offentliga sektorn har istället konflikter mellan finansiella och icke-finansiella mål, där fokus ligger i att få resurserna att räcka till för att uppnå andra mål. Förslag till vidare forskning: Trots att det finns mycket forskning kring Balanced Scorecard, ser vi ändå ett behov att studera fenomenet balans vidare. Antingen i en djupare jämförande studie där konceptet i den offentliga sektorn jämförs med den privata sektorn, alternativt i en studie som belyser medarbetares attityder till Balanced Scorecard och målstyrning. Uppsatsens bidrag: Det teoretiska bidraget innefattar en ökad förståelse kring balansen mellan olika mål formulerade i Balanced Scorecard, där fokus i den offentliga sektorn ligger i att tydligt synliggöra finansiella och icke-finansiella mål. Det praktiska bidraget innefattar en ökad förståelse för de verksamheter vi studerar över vilken balans som eftersträvas i deras verksamheter, men ger också en inblick för liknande organisationer i offentlig sektor. / Aim: Previous research suggests that the Balanced Scorecard is about creating a balance between financial and non-financial objectives, while others believe that it is about the balance between owners and stakeholders objectives. Our purpose in this study is therefore to increase understanding of how to create balance between different objectives, with a focus on the Balanced Scorecard in the public sector. Method: This qualitative study is based on a hermeneutic and social constructivist approach. The theoretical framework builds on previous research in the field and empirical data is collected through semi-structured interviews. Through an abductive process, theory and empirical data is weighed against each other to increase understanding. The analysis is sorted by the themes that arise in the study. Result & Conclusions: Our study suggests that there is no conflict between the owners and stakeholders goals in the public sector. Businesses with no explicit profit-making purpose has a conflict between financial and non-financial objectives instead, where focus is in getting the resources to be sufficient to achieve their other objectives. Suggestions for future research: Although there is much research on the Balanced Scorecard, we still see a need to further study the phenomenon of balance. Either a deeper comparative study of the concept in where the public sector is compared with the private sector, alternatively a study that highlights employees' attitudes to the Balanced Scorecard and performance management. Contribution of the thesis: The theoretical contribution include an increased understanding of the balance between objectives formulated in the Balanced Scorecard, where the focus of the public sector is to clearly visualize financial and non-financial objectives. The practical contribution includes a better understanding of the businesses we are studying over the balance to be sought in their operations, but also gives an insight of similar organizations in the public sector.

Sociala medier har blivit en stor del av människors vardag och ger därmed en stor möjlighet för organisationer och företag att nå ut till fler människor. Trots att organisationer har haft några år på sig att hitta strategier anpassade till just sociala medier så är det fortfarande många som ser det som ytterligare en kanal till att endast informera och marknadsföra istället för att använda det till att skapa relationer med publiken. Den här uppsatsen har därför som syfte att undersöka hur Friends, som är en icke-vinstdrivande organisation, kommunicerar på Facebook för att bygga och vårda relationer med deras publik. En relation mellan organisation och publik grundas ur ett gemensamt intresse för varandra och ett ömsesidigt engagemang. Studien utgår från teorier kring sociala medier, engagemang, dialog och relationsskapande kommunikation för att skapa en större förståelse för hur en icke-vinstdrivande organisation använder Facebook som en relationsskapande kommunikationskanal. De metoder som använts i studien är en kvantitativ innehållsanalys för att få en övergripande bild över innehållet på Friends Facebook-sida och på vilket sätt det engagerar publiken och en kvalitativ innehållsanalys för att djupare analysera hur Friends kommunicerar för att skapa relation och engagera publiken och hur de hanterar dialogen i kommentarsfältet. Med hjälp av metoderna har Friends Facebook-sida studerats i form av inlägg, kommentarer till inlägg, gillningar, delningar och bemötandet av kommentarer. Resultatet av analysen visar att Friends till viss del använder Facebook för att nå ut med information kring organisationen och dess syfte, men att de även till stor del anänder Facebook för att engagera publiken på olika sätt. Detta görs genom att bland annat uppmana publiken att själva gå ut och bidra till ett bättre samhälle och genom underhållande och glädjande budskap som är kopplade till organisationens värderingar. Friends använder sig av många relationsskapande element i inläggen som att tacka och uppmärksamma publiken, personliga tilltal och omtal samt värdeladdade ord. De bemöter också olika typer av kommentarer på ett sätt som är anpassat till kommentaren vilket gör att de efterliknar en riktigt dialog. I de flesta svar använder Friends ett personligt bemötande och en personlig signatur som underlättar för fortsatt dialog. / Social media has become a big part of people's daily lives and therefore provides a great opportunity for organizations and businesses to reach out to more people. Although organizations have had a few years to find strategies adapted to social media, there are still many who see it as another channel to merely informing and market instead of using it to create relationships with the audience. This essay aims therefore to examine how Friends, who is a non-profit organization, communicate on Facebook to build and nurture relationships with their audiences. A relationship between the organization and the audience are based on a shared interest in each other and a mutual commitment. The study is based on theories of social media, engagement, dialogue and relationship-building communications to create a greater understanding of how a not-for-profit organisation use Facebook as a relationship-building communications channel. The methods used in the study is a quantitative content analysis to get an overall picture of the content of Friends Facebook page and the way it engages the audience and a qualitative content analysis to deeper analyze how Friends communicates to create relationship and engage their audience and how they handle the dialogue in the comment field. With the help of the methods, Friends Facebook page where studied in the form of posts, comments to posts, likes, shares, and answers to comments. The results of the analysis show that Friends partly are using Facebook to reach out with information about the organization and its purpose, but also use Facebook to engage the audiences in different ways. This is done by, among other things, encourage the audience to go out and contribute to a better society themselves and through entertaining and gratifying message that is linked to the organization's values. Friends uses many relationship-building elements in posts like giving thanks and recognize the audience, personal addressing and emotionally charged words. They also treat different kinds of comments in a way that is tailored to the commentary, which means that they mimic a real dialogue. In many of the comments Friends uses a personal approach and a personal signature that facilitates continued dialogue.

Nonprofit organizations (NPOs) in the welfare field play a significant role in the national economy. They provide not only care, but also employment to a large component of the population. Therefore, their existence and well-being serve a social as well as an economic purpose. Various changes globally as well as in South Africa, affect the world in which NPOs function. They have to assess the impact of these changes on their operations and implement new strategies to survive and flourish. One of the challenges faced by NPOs is how to differentiate and promote themselves in such a way that it allows them to compete effectively for scarce resources but at the same time remain true to their core mission and values. The concept of branding, to create a lasting and positive impression in the consumer's mind, is one strategy NPOs can pursue to create distinction and competitive advantage. This study was undertaken to determine whether a specific re-branding exercise undertaken by Rand Aid Association during 2005/2006 has had a positive effect on its services and the financial viability of the organization. The results show that the. re-branding exercise has had a significant positive impact on the way the organization implemented and achieved a critical strategic objective, namely the development and sale of a new retirement village. It also made staff more aware of the brand and assisted the organization in obtaining greater clarity on the different businesses it pursues. However, the study also shows that the implementation of a brand orientation holds particular challenges. Many of the challenges are tied to the particular nature of the organization, such as a lack of human and financial resources and the difficulty in justifying expenditure on marketing above allocating these resources to meeting customer needs. Time, knowledge and money constraints also impacted on the process that was followed and on involving staff at all levels. In addition, the diversity of the services and target groups in the organization's portfolio made it very difficult to reach agreement on the true values and essence of the organization. This affected a clear and common understanding of the identity and meaning of the RAA brand. It is recommended that NPOs begin the brand orientation process by developing a clear focus on what the organization stands for and what it aims to deliver. An in-depth examination of the vision, purpose, values and underlying philosophies of the organization is essential. These must be clearly identified and internalized by all staff in order to develop a shared understanding of the brand and work towards consistency in delivering the brand promise. NPOs should realize that staff is one of the most important audiences for branding efforts as they determine the image and ultimately the reputation and continued existence of the organization. Internalization starts with recruiting employees whose values will support the brand, training them to understand and deliver the brand promise and fostering a culture that reinforces positive brand behaviour. NPOs can enhance their brands by utilizing their unique opportunities to develop close and warm relationships with consumers. One of the best ways to differentiate their services is through the relationships they offer and through their responsiveness to changing needs. Many NPOs also depend on word-of-mouth communication to promote their services and build their reputation, therefore conscious and concerted efforts to enhance relationships with existing customers should receive a high priority. Finally, it was evident that NPOs should be aware of and plan for the time, money and effort it will take to develop a brand orientation. Branding cannot be practiced as a once-off event nor do shortcuts pay in the long term. In particular, NPOs should remember that the development of a logo, corporate colours and brochures are the output of the process and not the starting point. The ultimate aim should be to achieve consistency across all points of contact with customers and to ensure that these are in line with the brand promise. / Graduate School of Business Leadership / M.B.L.

This investigation examines the management concept of corporate vision in organisations. The study includes an investigation of the etymology and definitions of vision, and considers existing views of its application in management theory. Research was carried out into the foundation of independent voluntary hospices in Britain, using case studies, interviews, hospice histories, and a questionnaire survey. Information was obtained from 11 case studies and from questionnaires responses of 140 founders of seventy-two separate hospices. The principal finding is that corporate vision is a valid concept in organisations, and a definition of successful corporate vision is derived from the evidence obtained. The content of successful vision was shown to admit detailed analysis, and a feasibility test was devised which was then applied to a number of projects. The feasibility test showed a clear correlation between feasibility scoring and project time to completion. It is also shown that there are several common elements between hospice visions and the activity of a small number of successful visionary individuals both in business and charitable work. A relationship is demonstrated between leadership and corporate vision which shows that the leader is subordinate to the vision. Team structure and behaviour in hospice founding groups is shown to be at variance with those commonly found in business organisations. Hospice founders do not appear to use relative measures either for progress or success, and accept substantial changes to financial targets largely without concern. The only common factor related to failure of hospice projects is shown to be visions that were defective at the outset, in that they were not shared. The context of corporate vision is considered, and it is concluded that corporate vision as a concept is not necessarily applicable to all types of organisation.

Nonprofit organizations (NPOs) in the welfare field play a significant role in the national economy. They provide not only care, but also employment to a large component of the population. Therefore, their existence and well-being serve a social as well as an economic purpose. Various changes globally as well as in South Africa, affect the world in which NPOs function. They have to assess the impact of these changes on their operations and implement new strategies to survive and flourish. One of the challenges faced by NPOs is how to differentiate and promote themselves in such a way that it allows them to compete effectively for scarce resources but at the same time remain true to their core mission and values. The concept of branding, to create a lasting and positive impression in the consumer's mind, is one strategy NPOs can pursue to create distinction and competitive advantage. This study was undertaken to determine whether a specific re-branding exercise undertaken by Rand Aid Association during 2005/2006 has had a positive effect on its services and the financial viability of the organization. The results show that the. re-branding exercise has had a significant positive impact on the way the organization implemented and achieved a critical strategic objective, namely the development and sale of a new retirement village. It also made staff more aware of the brand and assisted the organization in obtaining greater clarity on the different businesses it pursues. However, the study also shows that the implementation of a brand orientation holds particular challenges. Many of the challenges are tied to the particular nature of the organization, such as a lack of human and financial resources and the difficulty in justifying expenditure on marketing above allocating these resources to meeting customer needs. Time, knowledge and money constraints also impacted on the process that was followed and on involving staff at all levels. In addition, the diversity of the services and target groups in the organization's portfolio made it very difficult to reach agreement on the true values and essence of the organization. This affected a clear and common understanding of the identity and meaning of the RAA brand. It is recommended that NPOs begin the brand orientation process by developing a clear focus on what the organization stands for and what it aims to deliver. An in-depth examination of the vision, purpose, values and underlying philosophies of the organization is essential. These must be clearly identified and internalized by all staff in order to develop a shared understanding of the brand and work towards consistency in delivering the brand promise. NPOs should realize that staff is one of the most important audiences for branding efforts as they determine the image and ultimately the reputation and continued existence of the organization. Internalization starts with recruiting employees whose values will support the brand, training them to understand and deliver the brand promise and fostering a culture that reinforces positive brand behaviour. NPOs can enhance their brands by utilizing their unique opportunities to develop close and warm relationships with consumers. One of the best ways to differentiate their services is through the relationships they offer and through their responsiveness to changing needs. Many NPOs also depend on word-of-mouth communication to promote their services and build their reputation, therefore conscious and concerted efforts to enhance relationships with existing customers should receive a high priority. Finally, it was evident that NPOs should be aware of and plan for the time, money and effort it will take to develop a brand orientation. Branding cannot be practiced as a once-off event nor do shortcuts pay in the long term. In particular, NPOs should remember that the development of a logo, corporate colours and brochures are the output of the process and not the starting point. The ultimate aim should be to achieve consistency across all points of contact with customers and to ensure that these are in line with the brand promise. / Graduate School of Business Leadership / M.B.L.

Allmännyttiga ideella föreningar är en samling av människor med gemensamma intressen som arbetar för allmänhetens nytta. Verksamheten kräver resurser för att drivas vilket oftast genereras av samhället i form av bidrag och donationer. Därav blir ideella föreningar beroende av intressenter som tillför resurser för att kunna driva en ideell verksamhet. Beroendet kräver i sin tur att ideella föreningar anses vara legitima. Föreningar använder därför strategier för att skapa och bevara legitimitet, varav årsredovisningar är ett av verktygen som används. Syftet med studien är att skapa en förståelse för hur allmännyttiga ideella föreningar använder årsredovisningar för att skapa och bevara legitimitet. En kvalitativ innehållsanalys har utförts på tio allmännyttiga ideella föreningars årsredovisningar genom en undersökningsmodell för att identifiera koder, nyckelord och meningsbärande enheter i ett kodningsschema. Undersökningsmodellen bygger på tidigare forskning kring fyra olika strategier som är; informera, anpassa, ändra och manipulera. Resultatet av studien visar att allmännyttiga ideella föreningar informerar, anpassar, ändrar eller manipulerar genom årsredovisningarna för att skapa och bevara legitimitet. Studiens teoretiska bidrag är en mer teoretiskt utvecklad modell för en fortsatt framtida forskning. Studiens sociala bidrag är att bidra med en förståelse för hur allmännyttiga ideella föreningar skapar och bevarar legitimitet genom årsredovisningen. / Public non-profit organizations are groups of people with common interests working towards specific goals. To be able to operate, the organizations require resources generated by the society through gifts and donations. Therefore, the organizations are dependent on the stakeholders to be able to survive the market. Organizations also require that the society assumes the non-profit organizations to be legitimate. Legitimacy can be created and maintained through various strategies, including annual reports as one of the tools to do so. The purpose of the study is to create an understanding of how public non-profit organizations uses annual reports to create and maintain legitimacy. A qualitative content analysis is adapted on ten annual reports of public non-profit organizations through a research model to identify codes, keywords and meaningful components in an encoding scheme. The research model is based on previous research on four different strategies; inform, adapt, modify and manipulate. The results of the study indicate that public non-profit organizations inform, adapt, modify or manipulate in order to create and maintain legitimacy through the annual reports. The study’s theoretical contribution is a further developed theoretical model for future research. The study’s social contribution is to contribute with an understanding of how the public non-profit organizations in Sweden create and maintain legitimacy through annual reports.