Social Media as a Tool for Fundraising: Analysing the Strategies of Indian Non-Profits During Covid-19
Seema Sangra1, Lokesh Sharma2
1Seema Sangra, Research Scholar, Department of Journalism & Mass Communication, Banasthali Vidyapith (Rajasthan), India.
2Dr. Lokesh Sharma, Associate Professor, Department of Journalism & Mass Communication, Banasthali Vidyapith Tonk (Rajasthan), India.
Manuscript received on 22 November 2024 | Revised Manuscript received on 04 December 2024 | Manuscript Accepted on 15 December 2024 | Manuscript published on 30 December 2024 | PP: 15-22 | Volume-4 Issue-2, December 2024 | Retrieval Number: 100.1/ijmcj.B111404021224 | DOI:10.54105/ijmcj.B1114.04021224
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This research examines the transformative role of social media in non-profit organisations’ fundraising strategies during crises, focusing on Indian NGOs’ digital adaptation during the COVID-19 pandemic. Through a detailed examination of two prominent Indian non-profits—The Akshaya Patra Foundation and Give India—this research employs content analysis and explanatory case study methods to analyze the effectiveness of social media in fundraising efforts. The study examines how these organizations adapted their digital communication strategies to engage stakeholders, raise awareness, and generate funds through crowd funding initiatives during the pandemic. The research methodology combines quantitative content analysis of social media campaigns with qualitative assessment of stakeholder engagement patterns to validate how social media content supports fundraising efforts during crisis periods. The findings reveal significant patterns in how successful non-profits leverage social media for crisis fundraising, demonstrating the crucial role of strategic digital communication in mobilizing resources for humanitarian causes. Based on these insights, the research proposes a comprehensive social model paradigm for non-profit organizations, providing practical frameworks for implementing effective social media campaign strategies. This study contributes to the growing body of knowledge on digital communication in the non-profit sector, offering valuable insights for organizations seeking to enhance their social media presence and fundraising capabilities during crisis situations.
Keywords: Digital Media Strategy, Mass Communication, Strategic Communication, Crisis Communication, Content Analysis, Audience Engagement, Message Framing, Media Integration, Public Relations, Digital Storytelling.
Scope of the Article: Media Technologies