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Enhancing Organizational Capacity through the Use of Social Media
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Author(s): Rui Sun (California State University – Dominguez Hills, USA), Hugo Asencio (California State University – Dominguez Hills, USA)and Julie Reid (California State University – Dominguez Hills, USA & American Lung Association in Arizona, USA)
Copyright: 2015
Pages: 39
Source title:
Cases on Strategic Social Media Utilization in the Nonprofit Sector
Source Author(s)/Editor(s): Hugo Asencio (California State University – Dominguez Hills, USA)and Rui Sun (California State University – Dominguez Hills, USA)
DOI: 10.4018/978-1-4666-8188-0.ch010
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Abstract
This chapter examines whether and how the use of social media and government funding may enhance the capacity of a nonprofit organization, help fulfill its mission, and facilitate its strategic planning process. Both the organizational capacity and strategic planning literature emphasize the importance of leadership, management, collaboration, and fiscal, technical resources. Using a case study of the American Lung Association in Arizona (ALAA), this chapter finds that government grants and strategic use of social media in nonprofit organizations can lead to increased public awareness of the issues related to their organizational missions, greater fundraising capacity, and enhanced collaboration among their employees.
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