My capstone project titled "I Will Dwell: A Nonprofit's Use of a Social Media Strategy" examined the utilization of strategic social media posts to inform fans and increase the volunteer base of a nonprofit. Below, you will find the link to a PDF version of the paper, the abstract, a video created and used during the campaign, and the campaign slogan.
Abstract Studies show that public knowledge is key to creating support for a nonprofit. In the nonprofit sector, social media platforms have low usage but could be effective in building a supportive community. The study presented in this paper was influenced by previous works, aiming to explore the connection between the public’s knowledge about a nonprofit and a nonprofit’s ability to attract volun- teers. A social media strategy was implemented on Dwell Mobile’s Facebook page in order to inform the public about the nonprofit, the population it serves, and attract volunteers. The strategy included using post typology by identifying three themes to code posts: informative, community building, and call to action. The study focused on gathering quantitative data using social media analytics to tract the engagement of the campaign. At the conclusion of the campaign, responses to a Facebook content evaluation form were gathered and studied by means of thematic analysis. The findings of this study focus on the connection between informing the public through strategic posts and volunteer requests received by the nonprofit.