Chapter 1 Introduction:
The organization endeavors to save the lives of the people around the world, reduce poverty and attain the social justice for the under-privileged communities in particular. The establishment is dedicated to offering the world a ray of hope in terms of being tolerant to people belonging to every social class and religion and ensuring the prevalence of social justice, with the wish that poverty is overcome in every corner of the globe and it is possible for the people to live a secured and dignified life. The main focus of CARE is the women and girls because unless there is societal equitability between the males and females across different communities in this world, it is not possible to eliminate poverty. In order to promote its various activities across the globe, the organization has adopted various methods of advertising and promotions, the social media being the most effective and widely used medium of promoting the activities of the organization (GAUSS, 2018).
The use of social media in promoting the various activities and services is a common practice now for the profit-making as well as the non-profit making organizations. The focus of this research is on the use of the social media marketing by the non-profit making organizations and the ways these organizations have been able to enhance their revenues by using the social media. This particular study seeks to determine the impacts on the revenues of the non-profit organizations those work in different parts of the world with various purposes such as offering relief and emergency services and also undertaking actions to empower the women rights and other activities. CARE has been used as the organization for the case study analysis in this research project.
Significance of the Study:
The modern non-profit organizations such as CARE utilize the social media not only for the purpose of promoting their services, mission and objectives but also for the purpose of collecting donations. Therefore, it is expected that the said research will act as a foundation to the other future researches those might be undertaken on determining the impacts of the social media on the revenues of non-profit organizations. It has been observed generally, that the use of the social media for the purpose of promotion and advertising as well as for collecting donations has been extremely positive and profitable on the organizations such as CARE and the majority of these organizations have been able to enhance their donations and funds by undertaking their activities through the social media marketing.
To determine the role played by the social media in promoting the services of a non-profit organization
To identify the purposes for which a non-profit organizations uses the social media platforms
To analyze the effectiveness of the social media in enhancing the revenues of the non-profit organizations
To identify the roles played by CARE in offering its services across the globe to the communities in need
To find out the ways in which the social media is used by CARE for the purpose of promoting its activities and services across the world
To determine the part played by social media marketing in enabling CARE to secure donations from various organizations and individuals
To assess the impact that the social media marketing and promotions have on the revenues earned by CARE
To identify whether the use of the social media platform is a prudent strategy for CARE in future also
To assess the various unexplored areas where the social media can be used by CARE to enhance its reach and effectiveness of services to the global communities
It also offers other services such as initiatives to establish rights and empowerment of the girl children and women. It also provides various kinds of relief and emergency services across the globe in disaster-hit regions. The organization also undertakes activities for eliminating hunger in the poor countries. Thus, the use of social media has been prudently chosen by CARE in order to promote its wide array of humanitarian services to various communities across the world. Nowadays, the people can understand about the mission and goals of the organization by visiting the official website of CARE and also the social media accounts it has on Facebook and Twitter. This has not only helped in wide reach to the target audience but also enhanced the donations available to the organization from the various resources. Thus, the research scope was more focused on how the revenues of CARE are affected by the social media promotions and marketing.
The social media has enhanced the connection of CARE with the target audiences and helped the organization to promote its activities further and receive more donations from various resources that ultimately contributes to the growth, development and sustainability of the organization in the long run.
What is the role played by social media in marketing and promotions in modern organizations?
What is the role of a non-profit organization?
How do social media impact the marketing and promotions of a non-profit organization?
How has been the impact of social media marketing on CARE in terms of reaching out to the target audiences?
Has the social media marketing and promotions enhanced the revenues earned by CARE through donations and fund raisers?
Will it be prudent for CARE to invest more in social media activities for future growth and sustainability?
1.Acceptance of the Research Proposal.
2.Undertaking a literature review on the research topic wherefrom substantial knowledge and information was gathered on developing the knowledge base for the said research.
3.A qualitative data collection was conducted with the help of interview of one of the Sales Managers of the organization.
4.The qualitative data was analyzed to appear at the findings.
5.Then a quantitative data collection procedure was implemented through surveys of some of the marketing and advertising executives in the organization.
6.Thereafter, an analysis of the quantitative data was undertaken with the help of MS Excel that depicted the results in the form of graphs, charts and tables.
7.The findings of the quantitative data analysis were interpreted and logical conclusions were arrived at.
8.Finally, the recommendations were offered based on the findings from the qualitative and quantitative data analyses.
The conceptual framework of the research can be diagrammatically represented as follows.
Chapter 2 Literature Review:
Moreover it can be said that the various social networking sites like Twitter, Facebook Google +, LinkedIn etc. gave made the strategies of SMM popular among the business organizations (Hajli, 2011). The increased popularity of the social media and social networking sites in the last few years have contributed to the use of this strategy as one of the major tools of marketing by the business organizations where the communication with the target customers and the cost-effectiveness both can be achieved conveniently by the business organizations (Rouse, 2018).
In the opinion of Ward (2016), the social marketing media is one of the strategies of the marketers of the companies where the target markets can be interacted via the different sites of the social media. The social media sites and platforms include the popular sites of Facebook, Instagram Twitter and Pinterest and many more. The use of You Tube for the promotion of the videos or contents of marketing has become very popular. The companies are come up with the different concepts of social media marketing to achieve the objectives which are based on the traditional beliefs and goals of the companies. The marketing goals of the companies remain the same just the ways of marketing the contents with the aim of achieving the maximum reach to the customers (Ioan?s and Stoica, 2014). The major marketing objectives include the enhancement of referrals, increase of sales leads, creating word-of-mouth, increase the sales of the deliverables of the companies, providing the means of feedbacks, development of the goodwill being an expert, attract more people towards the website or blogs of the companies, increase development of new deliverables including products and services and to inform people (Rantic, 2017). The information to be provided to the people is one of the major objectives of the marketers behind the social media marketing. The customer service is another important area that has become the core of marketing strategies. The popular platforms of the social media include Facebook, Twitter, Pinterest, Instagram, Google Plus +, LinkedIn etc. It is highly important for the businesses that they choose either any single platform or multiple platforms depending on the financial resources they have and could invest towards the social media marketing (Assaad and Gómez, 2011 ). The companies have to focus on the efforts they put to achieve the social media marketing objectives. The majority of the companies are now using social media marketing strategies so that they could enhance their reach and the cost-effectiveness. It has been observed that the social media marketing have been able to fetch the required amount of revenues or returns from the marketing efforts (Ward, 2016).