With the growing popularity of online communities on social media, non-profit organizations have the possibility to easily reach and communicate with the public. Furthermore, small non-profit organizations with few resources are able to use online communities, not only to market their activities but also to build a closer bond with its members. However, non-profit organizations also need community members to engage in the online communities for them to function efficiently. Many small non-profit organizations struggle with engaging their community members in their online communities. This study, therefore, aims to compare how two small non-profit organizations communicate with their community members to create member engagement. The study is a qualitative, comparative case study and is based mainly on theories concerning organizational communication, online communities, and engagement. Data were collected through semi-structured interviews with representatives from the non-profit organizations and through observations of their online communities. The study showed that non-profit organizations communicate their values by using storytelling and displaying emotions in their posts to create engagement. The study further shows that non-profit organizations communicate newsworthy and qualitative information which is of societal value to engage community members.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-355559 |
| Date | January 2018 |
| Creators | Grönvalls, Elin, Özyurt Eldenblom, Pia |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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