Thesis
Millennials & nonprofits: engaging the next generation through social media
Master of Science (M.S.), Drexel University
2014
DOI:
https://doi.org/10.17918/etd-6212
Abstract
Millennials pose a threat to the way nonprofit organizations operate. As the next generation of potential supporters to come of age, the specific circumstances they have faced during their formative years have made them into highly socially conscious but financially insecure adults. This means their philanthropic passions have not translated into financial support of nonprofit organizations. This study explores the first steps for organizations to forge meaningful relationships with young individuals, using social media as a platform for engagement. Being the first generation born after the Digital Revolution, Millennials are digital natives, quick to adapt and embrace the latest trends in technology and communications. This study compiles a series of social media best practices, as identified by various experts in the field, that can help organizations open the lines of communications with Millennials. It then applies these guidelines to the social media activities of three Philadelphia-based organizations to illustrate how these can be used to generate successful engagement. Ultimately, this study finds that social media and other tools of the Digital Age play a vital role in engaging Millennials as the next generation of supporters.
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Details
- Title
- Millennials & nonprofits
- Creators
- Rafael A. Dueño - DU
- Contributors
- Julie Goodman (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6212; 991014632420004721