How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example.
Non-profit organizations rely on the donation from their donor's financial support so that they could complete their mission to the society. However, while the non-profit fundraising marketing environment has become more and more competitive, the charity has conducted and planned multiple marke...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2017
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| Online Access: | https://eprints.nottingham.ac.uk/45402/ |
| _version_ | 1848797124272062464 |
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| author | WU, PEI YU |
| author_facet | WU, PEI YU |
| author_sort | WU, PEI YU |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Non-profit organizations rely on the donation from their donor's financial support so that they could complete their mission to the society. However, while the non-profit fundraising marketing environment has become more and more competitive, the charity has conducted and planned multiple marketing strategies beyond the booming social media platform. It is not only because the social media platform has been widely used in people's daily life but also be seen as a new way for brand to communicate or deliver message to their consumers. Non-profit organization in Taiwan also enhanced their management on social media with their donors in recent year, especially on the Facebook fan page.
The following research will discuss that how social media could influenced donor behaviour and will take the non-profit organization Taiwan Fund for Children and Families on Facebook as an example. By conducting the quantitative research method to collect 421 questionnaires from donor on Facebook to test what could be the influence factor for donor’s donation while they using charity's Facebook fan page.
Key words: #socialmedia #non-profitorganization #Facebook #donorbehaviour #marketing |
| first_indexed | 2025-11-14T19:58:53Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-45402 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:58:53Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-454022018-04-17T15:24:02Z https://eprints.nottingham.ac.uk/45402/ How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. WU, PEI YU Non-profit organizations rely on the donation from their donor's financial support so that they could complete their mission to the society. However, while the non-profit fundraising marketing environment has become more and more competitive, the charity has conducted and planned multiple marketing strategies beyond the booming social media platform. It is not only because the social media platform has been widely used in people's daily life but also be seen as a new way for brand to communicate or deliver message to their consumers. Non-profit organization in Taiwan also enhanced their management on social media with their donors in recent year, especially on the Facebook fan page. The following research will discuss that how social media could influenced donor behaviour and will take the non-profit organization Taiwan Fund for Children and Families on Facebook as an example. By conducting the quantitative research method to collect 421 questionnaires from donor on Facebook to test what could be the influence factor for donor’s donation while they using charity's Facebook fan page. Key words: #socialmedia #non-profitorganization #Facebook #donorbehaviour #marketing 2017-09-04 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/45402/1/Dissertation%20PEI%20YU%20WU.pdf WU, PEI YU (2017) How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. [Dissertation (University of Nottingham only)] non-profit organisation donor behaviour |
| spellingShingle | non-profit organisation donor behaviour WU, PEI YU How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title | How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title_full | How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title_fullStr | How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title_full_unstemmed | How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title_short | How donor behaviour is influenced by Social Media - Take Taiwan Fund for Children and Families on Facebook as an example. |
| title_sort | how donor behaviour is influenced by social media - take taiwan fund for children and families on facebook as an example. |
| topic | non-profit organisation donor behaviour |
| url | https://eprints.nottingham.ac.uk/45402/ |