Key Concepts for Strengthening Non-Profit Practice and Digital Strategy

Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Year: 2025
DOI: https://doi.org/10.64357/neya-gjnps-digital-glossary-2025

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About the Article

This Teaching Paper provides a Glossary of Digital Communication Terms specifically tailored for non-profits, with emphasis on religious and mission-driven organizations. It defines and contextualizes 30+ critical terms—from A/B Testing and SEO to Conversion Rate and Two-Factor Authentication—linking technical vocabulary to practical applications in communication, fundraising, and community engagement.

The glossary functions as both a teaching resource and a professional reference, helping staff, volunteers, and students build shared understanding, avoid misinterpretations, and strengthen digital strategies. A case study from Kenya illustrates how confusion between CTR and Conversion Rate undermined reporting until structured training corrected the approach, improving donor outcomes by 40%.

Key Topics

• Standardized definitions of essential digital communication terms
• Practical applications of concepts like CTR, SEO, KPIs, and A/B Testing
• Ethical considerations in data management and privacy
• Integration of glossary terms into staff training and reporting
• Common pitfalls of jargon and misinterpretation in non-profit contexts
• Reflection prompts for organizational learning and evaluation

Academic Value

The glossary contributes to scholarship on digital communication and non-profit management by offering a standardized vocabulary that bridges academic theory and grassroots practice.

• For scholars, it provides a replicable framework for studying communication effectiveness in faith-based organizations.
• For practitioners, it serves as a hands-on training and reference tool to strengthen strategy, reporting, and donor collaboration.

References

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Kazanskaia, A. N. (2025). Digital Communication for Religious Organizations. NEYA Global Publishing.
https://doi.org/10.64357/digital.communication.religious.2025

Kazanskaia, A. N. (2025). Ethical Communication in Religious Organizations. NEYA Global Publishing.
https://doi.org/10.64357/ethical-communication-religious-2025

Kazanskaia, A. N. (2025). Data analytics and insights for religious non-profits: Ethical practices, strategic use, and impact. NEYA Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-data-analytics-2025

Kazanskaia, A. N. (2025). Teaching Paper: Email campaign checklist. NEYA Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-email-campaign-2025

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