USAGE OF SOCIAL MEDIA BY NON-PROFIT ORGANIZATION FOR FUNDRAISING PURPOSES

Non-profit organizations highly depend on fundraising to accomplish their mission and remain sustainable. If initially the fundraising was accomplished by face-to-face actions, in today’s age of social media and interconnectedness, nonprofit organizations have new opportunities for raising funds. However, quite little research is available on the use of social media within nonprofit organizations in general. This study is one attempt to fill this gap of knowledge by exploring and describing how the NPOs are incorporating social media in their daily fundraising practices. A cross-sectional research design was selected and a survey instrument was translated and adapted for this study. Data were collected from 43 non-profit organizations in Romania which positively replied to our online survey. Results show that NPOs know the advantages of employing this new instrument for their organization, but they are less engaged in this.