Диссертация посвящена процессу коммуникации НКО в социальных сетях. Исследуются теоретические аспекты процесса коммуникации, концепция М. Кастельса, а также процессный подход. На основе теоретического анализа научной литературы, логически дополненного эмпирическим исследованием, автором были выделены основные барьеры в коммуникации некоммерческих организаций посредством социальных сетей. Проведенный анализ позволил определить возможные направления совершенствования коммуникации в НКО. Материалы магистерского исследования могут представлять интерес для руководителей и специалистов, обеспечивающих коммуникацию НКО со стейкхолдерами. Результаты исследования могут использоваться для дальнейшей теоретической разработки вопросов коммуникации НКО. / The dissertation is devoted to the process of nonprofit communication in social networks. The theoretical aspects of the communication process, the concept of M. Castells, as well as the process approach are investigated. The author has identified the main barriers in communication of nonprofit organizations by social networks, based on the theoretical analysis of scientific literature and logically complemented by empirical research. The analysis was carried out to determine possible directions for improving nonprofit communication. The materials of the master's research may be of interest to managers and specialists who ensure communication between the NPO and the stakeholders. The research results can be used for further theoretical development of nonprofit communication issues.

Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews, a review of organizational documents and online databases, and the Baldrige Excellence Framework. The data were analyzed using Yin's 5-step process. The two key themes that emerged were process strengths and process opportunities. The results of this study could contribute to positive social change by helping organizations strengthen external communications strategies to increase new donors and financial capital to achieve mission goals.

According to scholars and organizations that focus on the performance of organizations in the nonprofit sector, retaining loyal and engaged donors has been a critical component of sustainability. Through the conceptual lens of single- and double-loop learning and organizational communications theory, this single-case study explored donor communication strategies used by 3 executive-level leaders of a nonprofit organization in Minneapolis, Minnesota. Data collected from semistructured interviews, organizational documents, and Guidestar, an online information service specializing in reporting on U.S. nonprofit companies, were manually coded and thematically analyzed. Two key themes emerged: effective processes for donor communication strategy development and organizational learning strategy development. Strategy development may assist this Minneapolis company’s organizational leaders with improving retention of donors and participants in the company’s programs and services, increasing action plan completion rates, and integrating the lessons learned process during the development and implementation of communication strategies to increase donor retention. By bridging the gap between performance arts and social responsibility, this company’s leaders may engage both donors and participants, resulting in favorable retention rates. These findings have implications for positive social change. Nonprofit leaders’ models of effective communications strategies and processes to improve participant and donor engagement may ensure leaders’ ability to serve and improve their communities by engaging at-risk youth in programs designed to develop performance arts and leadership skills.

This study examines how museums build relationships with audiences to gain financial contributions and volunteer support. Financial support to museums has been dwindling in recent years and new revenue streams are needed for low-resource museums to survive. A content analysis of 485 Facebook posts of four small and large sized museums along with a survey of 131 respondents were conducted within the theoretical lens of organization-public relations. Results from study one indicate that larger museums fared better than smaller museums in terms of transparency, authenticity and positivity measures whereas on measures of credibility both the large and the smaller museums fared equally. While results from study two indicate millennials are not sufficiently engaging with museums.