Leveraging Digital Platforms for Awareness, Engagement, and Fundraising

Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Journal: NEYA Global Journal of Non-Profit Studies (Teaching Papers)
Year: 2025
DOI: https://doi.org/10.64357/neya-gjnps-social-media-2025

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About the Paper

Social media has become indispensable for non-profits seeking to expand visibility, engage supporters, and mobilize resources. This Teaching Paper presents a structured framework for creating social media strategies aligned with organizational goals. It covers defining objectives, identifying audiences, choosing platforms, building a content calendar, implementing engagement practices, and tracking KPIs. A case study illustrates how a youth-focused NGO increased donations and visibility through an integrated digital campaign. Reflection questions and practical tips support adaptation across different organizational contexts. Bridging theory and practice, this paper equips both practitioners and students with a replicable model for mission-driven digital engagement.

Key Topics:

• Defining objectives and SMART goals for social media
• Audience segmentation and persona development
• Selecting platforms for tailored outreach
• Content calendars and storytelling formats
• Engagement practices for building online communities
• Measuring performance with KPIs and analytics
• Case study of an integrated digital campaign

Academic Value:

This Teaching Paper contributes to scholarship on non-profit communication by offering a structured, replicable model for digital strategy design. It integrates insights from strategic planning and fundraising literature with applied digital practices, making it valuable for academic teaching, practitioner training, and organizational development. By aligning mission with digital presence, it highlights social media as a strategic tool for awareness, engagement, and fundraising.

References

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https://doi.org/10.64357/fundraising-innovations-2025

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https://doi.org/10.64357/philanthropy-transition-2025

Kazanskaia, A. N. (2025). Digital Fundraising and the Transformation of Non-Profit Resource Mobilization. NEYA Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-digital-2025

Kazanskaia, A. N. (2025). Crowdfunding as a Strategic Tool for Non-Profit Resource Mobilization. NEYA Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-crowdfunding-2025

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