Abstract
Purpose: The purpose of this paper is to find out the factors influencing non-profit organizations (NPOs) in Bangladesh to communicate with potential donors by using social media. Because it is very strongest way to reach mass people. Social media is a composition of various online communications channels that build relationships between community people by sharing messages and collaboration. In recent years, social media becomes a convenient way to build personal relationship among people as well as corporate relationships. Organizations are more interested to build relationships with prospective customers by using social media.
Methodology: This paper is both in exploratory and descriptive in nature. Types of research methods can be broadly divided into two categories such as quantitative and qualitative research. Qualitative research is used for problem setting and quantitative research is used for collecting primary data and analyzing them. Our sampling units are 100 that are most of the students and service holders. Samples were chosen by using nonprobability sampling technique. Using close ended question, a survey was conducted on target respondents for collecting primary data. For analyzing those data IBM SPSS software was used.
Findings: This study is basically initiated to identify the factors that nonprofit organizations must consider to create brand awareness through the usage of social media. We have found three factors considering twenty-five variables: increase brand memorability, charity involvement as well as ease of brand recognition and chain referrals.
Research Limitations: This study is a descriptive one and small sample size was used. For future research, sample size could be broadened.
Practical Implications: This study will contribute to the non-profit organizations’ strategic planning to create brand awareness among prospective donors by using social media.
Originality/value: This study develops an integrated model that explicitly exemplifies the factors influencing NPOs to build strong relationships with potential donors by using social media. By using factor analysis, this paper became able to find out three factors such as increase brand memorability, charity involvement as well as ease of brand recognition and chain referrals.