1
Mangalmay Institute of Management Technology
Greater Noida (U.P)
Summer Training Project Report and viva voce
On
The Role of Social Media Marketing
Undertaken at
“JV SMILEYS FOUNDATION”
Submitted in partial fulfillment of the requirements
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
To
CHAUDHARY CHARAN SINGH UNIVERSITY, MEERUT
Under the Guidance of: Submitted by:
Ms. Pooja Sharma AMAN KUAMR SINGH
BBA V SEM
ROLL NO.:200992105024
Academic Session
2022-23

2
Mangalmay Institute of Management Technology
Greater Noida (U.P)
Certificate
I AMAN KUMAR SINGH bearing Enrolment No. 200992105024 from BBA-v SEM.
Of the Mangalmay Institute of Management & Technology, Greater Noida, U.P. hereby
declare that the summer Training project report entitled The Role of Social Media
Marketing at JV SMILY FOUNDATION is an original work and the same has not
been submitted to any other institute for the aware of any other degree.
Date: signature of the Student
Certified that the summer Training Project report submitted in partial fulfillment of the
requirements for the aware of the degree of the BACHELOR OF BUSSINESS
ADMINISTRATION to CHAUDHARY CHARAN SINGH UNIVERSITY, MERRUT
by AMAN KUMAR SINGH Roll No. 200992105024 Has been completed under my
guidance and is Satisfactory.
Signature of the Faculty
Name of the Guide:
Designation:
Date:

3
Mangalmay Institute of Management Technology
Greater Noida (U.P)
CERTIFICATE

4
ACKNOWLEDGEMENT
I take this opportunity to convey my sincere thanks and gratitude to all those
who have directly or indirectly helped and contributed towards the
completion of this project.
The success of any project study depends upon a number of factors among
which the proper guidance received from the experts in the industry and
teachers plays an important role.
I take here a great opportunity to express my sincere and deep sense of
gratitude to ………………for giving me an opportunity to work on this
project. The support and guidance from mam, was of great help & it was
extremely valuable. I would like to express my gratitude to mam for her
constant support and encouragement.
I would like to express my sincere gratitude and thanks to……., for her
constant support and encouragement. Without her outright and energetic
motivation, support and prompt response, it would not have been possible to
do any justice as well as bring authenticity to the project.
Finally I want to thank my parents for their constant support and
encouragement

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EXECUTIVE SUMMARY
JVSF was founded by Dr. Amit Kumar in 2021. The NGO is registered under the
Company Act, 2013 having regd. No. 050735. The registered office is located at Goh,
Aurangabad, and Bihar.
Dr. Amit Kumar, is a man with a vision. He has been working for the betterment of the
society since he was a young boy. He always had a passion for helping others, and he
decided to use his medical knowledge to make a difference in the world. He has
seen firsthand how the deprivation and poverty can shatter the lives of the people. He
started the JV Smileys Foundation in order to make a real difference in the lives of those
who need it most. The foundation has already made a significant impact on the
community, and it will continue to do so for many years to come. The Foundation has
been able to achieve a lot in a short span of time. JVSF has been able to provide quality
education to the poor and deprived children, which has helped improve their living
conditions. The Foundation has also been able to empower women, who have now been
able to stand on their own two feet. JVSF has also been working for the protection of the
environment and has been able to make significant contributions in this area. They are
working to create awareness about the importance of protecting the environment and
saving the planet. They are also working to promote green energy. Lastly, JVSF has also
been working for the welfare of children and has been able to make a difference in their
lives.
The work that has been done in this internship has given some vital pieces of information
to the administration about the regions which however were doing great and not just this
it has additionally attempted to illuminate conceivable changes that can be made so as to
accomplish increasingly more productivity. The principle motivation behind choosing
this internship is my passion I like digital media always I am eager to know more and
more about digital market because digital market is the future for every type of
organization.

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STUDENT(S) ‘S DECLARATION
I , AMAN KUMAR SINGH, bearing University Roll NO: 200992105024 ,of CCS
University, Meerut , enrolled as student of BBA at Mangalmay Institute of Management
& Technology ,Greater Noida, solemnly declare that the project report titled , The Role
of Social Media Marketing at JV SMILEYS FOUNDATION embodies the results of
original Research work carried out by me and the same has not been submitted in any
form partially Or fully for award any diploma or degree of this or any other University
/Institute.
ROLL NO. Name Signature
200992105024 AMAN KUMAR SINGH
Place: Date:

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PREFACE
Bachelor of Business Administration is one of the most reputed professional course in the
field of Management. This course include both Theory and Application as part of the
Three Year Curriculum.
Apart from Management Education, the student “Bachelor of Business Administration
“(BBA) program are required to under a practical training in the organization of repute.
His study is an exercise of exposing students to the market where they can experience to
observe the principal and concepts of marketing applicable in the real market situation.
During the Academic Year the students are required to undergo summer Training for 6 to
8 weeks. In this regard, I have under gone my summer Training at JV SMILEYS
FOUNDATION. There I was given this project on “The Role of Social Media
Marketing”.

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Index
S. NO TOPIC Page No.
1. Certificate 2-3
2. Acknowledgement 4
3. Executive Summary 5
4. Chapter 1: Introduction 9-38
5. Chapter 2: Literature Review 39-53
6. Chapter 3: Research Methodology 54-57
7. Chapter 4: Data Reduction, Presentation & Analysis 58-72
8. Chapter 5: Data Interpretation 73-85
9. Chapter 6: Summary and Conclusions 86-93
10. References/Bibliography 94-98
11. Appendices 99-101
-List of graphs 99
-List of Tables 100
-List of Figures 101

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INTRODUCTION
BACKGROUND
Social networking has become a common phenomenon worldwide. Historically, people
used to gather around time squares or meeting rooms, however, now people gather
through online websites such as social media. The nonprofit organizations have realized
the importance of social media and information technology. They have embraced social
media as the means to community building and advocacy of fundraising and hosting of
activities related to the mission of the organization. The rate of adoption of social media
by charity institutes is 97 percent. The nonprofit organizations have integrated social
media within their marketing policies
It is posited that nonprofit organizations are established when the governments and the
private sector fails to execute their purposes. Nonprofit organizations are materialized in
the form of nursing homes, homeless institutes and such agencies which can provide for
deserving families and individuals. The nonprofit organizations adopt many marketing
strategies in order to stay afloat in the steadily developing competitive environment. They
have adopted social entrepreneurship and focused on sustaining their funding base .
Human service organizations like other nonprofit institutes engage in various strategies to
accomplish their mission. They have integrated social media as part of their marketing
tactics.
Nonprofit organizations are also termed as human service organization. The function of
such institutes is to deliver human service and to seek solutions for various human
concerns and issues. According to the definition provided by O’Connor & Netting
(2002), such organizations fund, plan and advocate human rights and educate human
service. The nonprofit organizations have various forms and functions. For instance, such
organizations can be exemplified in the form of mental health counseling agency,
advocacy for homeless people. Such organizations work with other human bodies to
stabilize the homeless people and provide a permanent shelter. There are various social
aspects associated with nonprofit organizations. With the rise in technology and

10
subsequently the social media, these organizations have begun to navigate the social
media platforms such as Twitter, Facebook and YouTube to enhance their mission and
carry forward their cause.
Nonprofit organizations form an important part of political, financial and social aspect of
a community. Social media provides sufficient prospects for these organizations to
enhance their online presence, impact and effectiveness. A qualitative research
comprising of 39 nonprofit leaders was conducted in order to examine their usage of
social media for their services. The thematic analysis of the data stated that nonprofit
organizations are integrating their services with the social networking technologies. Some
of the nonprofit organizations wait to analyze how other organizations integrate the social
media outlets within their operations. The early adopters and innovators utilize social
media to invigorate their volunteering efforts.
The term social media can be defined as an interactive and networking platform. This is a
platform where an individual can create content instead of just consuming. The content
can be defined as the images, video, text which is available on internet freely. According
to another definition, social media can be described as such internet applications which
are based on technology of Web 2.0. This technology allows the construction and
exchange of user generated content. The key feature of social media is that it connects
various individuals synchronously and asynchronously. According to Kanter (2010),
social media is an assortment of digital tools which are easy to utilize and cost effective
for people. It allows people to generate and manipulate their context, create their own
story, upload photos and videos and share with their friends and followers. The social
media platforms have grown exponentially in the recent era. Many applications and
platforms are developing in the social media world. Examples of social media platforms
include Facebook, Twitter, and YouTube. These include blogs, Wikipedia, Instagram etc.
Kanter (2010) states that text messaging is a major social media tool. It allows the users
to coordinate and engage in communications and interaction. Some include e-mail in this
realm as well, however, some researchers state that email is an outdate mode of
communication. Most of the millennial consider email as an antique mode of technology.
In the recent times, the social media technology has rapidly evolved and the number of

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active users has enhanced. This entails that social media has risen as a powerful tool to
research communities and individuals. A participatory culture has evolved through social
media. This involves interaction of individuals through social media platforms through
options such as tagging and sharing content. The benefits of such activities involve
creation of opportunities for mutual learning, expression of diverse cultures, skill
development and empowerment of citizenship. This process is also termed as
convergence which includes the steady explosion of content through various media
platforms. The process of convergence is not just a technological aspect; it also involves
development of novel connections and exchange of information and cultural shift.
People, groups and institutes utilize such aspects of convergence for their own purposes.
Media is a mediator of human relationships and when it changes or shifts, human
associations are also altered. Organizations work to establish trust with the communities
and enhance their social capital. Therefore, it is imperative to understand the role of
social media in nonprofit marketing. Social media has the tendency to transform society
as individual connections are established online. Social media has become a powerful
aspect as the regular flow of information, knowledge and content has the potential to
change social perceptions. The environment of social media is constantly changing and
evolving
The structure of social media and its constant innovation has made it easier for people to
share their content. This content has the potential to influence individuals, organizations
and communities. Therefore, the impact of social media on the community and society is
important to understand and perceive.
The corporate sector is already reaping the benefits of social media. They have to invest
less in the marketing of their products due to less expensive opportunities presented by
social media. Corporate organizations utilize the different social media forums to
promote their services. The nonprofits have also realized the importance of social media
marketing. All large charities in the United States of America were found to be using
social media in one form or the other by 2009. The forms of social media utilized by
these charities include blogs, video blogs, and social networking websites like Twitter,
Myspace, Facebook, and YouTube etc. As the nonprofits face an uncertain environment,

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consequently, they adopt such technical tools which are already utilized by other
successful organizations. In order to maintain their competitive edge and credibility the
corporate as well as nonprofit organizations adopt such technological measures which
can sustain it
Statement of the problem
There are various purposes for the creation and establishment of nonprofit organizations.
Such organizations are an important aspect of every community and society. They
provide many significant services to families, communities and individuals. However,
research on the role of social media marketing within the nonprofit sector is limited. The
scholarly literature which has emerged in the recent times regarding the nonprofit sector
has been discussed in chapter two. Business enterprises are utilizing social media for their
marketing campaigns. The nonprofit sector has also started integrating social media
within their campaigns in order to engage new volunteers and funders.
The major issue for nonprofit organizations in this regard is that they do not have the
resource, information or time to use social media and reap its benefits significantly.
Studies reveal that the amount of time needed for adoption of social media within their
campaigns is a major problem for such organizations. Another challenge for nonprofit
organizations is that they do not have enough resource to understand new technological
hardware or infrastructure which could limit the ability of the organization to capitalize
on social media. The majority of social media websites are free to use; therefore, they
provide an excellent opportunity for the nonprofit organizations. On the other hand, the
concept that social media networking and marketing costs nothing and it is relatively
cheap for nonprofit organizations is a myth.
The organizations which just start struggling may not have the funding to purchase
computers and handle modern technology. They might not have enough staff to handle
this resource. This could pose a problem for the organizations. Therefore, an improved
understanding of the role of social media in nonprofit organization will serve as a
foundation for further research, will identify the various purposes of utilizing social

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media and will help the nonprofit organizations to perceive the actual situation and the
utility of social media in their pursuit of goals.
Social media are interactive technologies that facilitate the creation and sharing of
information, ideas, interests, and other forms of expression through virtual communities
and networks. While challenges to the definition of social media arise due to the variety
of stand-alone and built-in social media services currently available, there are some
common features:
Social media are interactive Web 2.0 Internet-based applications.
User-generated content—such as text posts or comments, digital photos or videos, and
data generated through all online interactions—is the lifeblood of social media.
Users create service-specific profiles for the website or app that are designed and
maintained by the social media organization.
Social media helps the development of online social networks by connecting a user's
profile with those of other individuals or groups.
The term social in regard to media suggests that platforms are user-centric and enable
communal activity. As such, social media can be viewed as online facilitators or
enhancers of human networks—webs of individuals who enhance social connectivity.
Users usually access social media services through web-based apps on desktops or
download services that offer social media functionality to their mobile devices (e.g.,
smartphones and tablets). As users engage with these electronic services, they create
highly interactive platforms in which individuals, communities, and organizations can
share, co-create, discuss, participate, and modify user-generated or self-curated content
posted online.Additionally, social media are used to document memories, learn about and
explore things, advertise oneself, and form friendships along with the growth of ideas

14
from the creation of blogs, podcasts, videos, and gaming sites.[9] This changing
relationship between humans and technology is the focus of the emerging field of
technological self-studies.[10] Some of the most popular social media websites, with
more than 100 million registered users, include Facebook (and its associated Messenger),
TikTok, WeChat, ShareChat, Instagram, QZone, Weibo, Twitter, Tumblr, Baidu Tieba,
and LinkedIn. Depending on interpretation, other popular platforms that are sometimes
referred to as social media services include YouTube, QQ, Quora, Telegram, WhatsApp,
Signal, LINE, Snapchat, Pinterest, Viber, Reddit, Discord, VK, Microsoft Teams, and
more. Wikis are examples of collaborative content creation.
Social media outlets differ from traditional media (e.g., print magazines and newspapers,
TV, and radio broadcasting) in many ways, including quality,reach, frequency, usability,
relevancy, and permanence. Additionally, social media outlets operate in a dialogic
transmission system (i.e., many sources to many receivers) while traditional media outlets
operate under a monologic transmission model (i.e., one source to many receivers). For
instance, a newspaper is delivered to many subscribers, and a radio station broadcasts the
same programs to an entire city.
Since the dramatic expansion of the Internet, digital media or digital rhetoric can be used
to represent or identify a culture. Studying the rhetoric that exists in the digital
environment has become a crucial new process for many scholars.
Observers have noted a wide range of positive and negative impacts when it comes to the
use of social media. Social media can help to improve an individual's sense of
connectedness with real or online communities and can be an effective communication
(or marketing) tool for corporations, entrepreneurs, non-profit organizations, advocacy
groups, political parties, and governments. Observers have also seen that there has been a
rise in social movements using social media as a tool for communicating and organizing
in times of political unrest.
History of social media

15
The PLATO system was launched in 1960 after being developed at the University of
Illinois and subsequently commercially marketed by Control Data Corporation. It offered
early forms of social media features with 1973-era innovations such as Notes, PLATO's
message-forum application; TERM-talk, its instant-messaging feature; Talkomatic,
perhaps the first online chat room; News Report, a crowdsourced online newspaper, and
blog and Access Lists, enabling the owner of a note file or other application to limit
access to a certain set of users, for example, only friends, classmates, or co-workers.
ARPANET, which first came online in 1967, had by the late 1970s developed a rich
cultural exchange of non-government/business ideas and communication, as evidenced
by the network etiquette (or 'netiquette') described in a 1982 handbook on computing at
MIT's Artificial Intelligence Laboratory. ARPANET evolved into the Internet following
the publication of the first Transmission Control Protocol (TCP) specification, RFC 675
(Specification of Internet Transmission Control Program), written by Vint Cerf, Yogen
Dalal, and Carl Sunshine in 1974.This became the foundation of Usenet, conceived by
Tom Truscott and Jim Ellis in 1979 at the University of North Carolina at Chapel Hill
and Duke University, and established in 1980.
A precursor of the electronic bulletin board system (BBS), known as Community
Memory, appeared by 1973. True electronic BBSs arrived with the Computer Bulletin
Board System in Chicago, which first came online on February 16, 1978. Before long,
most major cities had more than one BBS running on TRS-80, Apple II, Atari, IBM PC,
Commodore 64, Sinclair, and similar personal computers. The IBM PC was introduced in
1981, and subsequent models of both Mac computers and PCs were used throughout the
1980s. Multiple modems, followed by specialized telecommunication hardware, allowed
many users to be online simultaneously. Compuserve, Prodigy, and AOL were three of
the largest BBS companies and were the first to migrate to the Internet in the 1990s.
Between the mid-1980s and the mid-1990s, BBSes numbered in the tens of thousands in
North America alone. Message forums (a specific structure of social media) arose with
the BBS phenomenon throughout the 1980s and early 1990s. When the World Wide Web

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(WWW, or 'the web') was added to the Internet in the mid-1990s, message forums
migrated to the web, becoming Internet forums, primarily due to cheaper per-person
access as well as the ability to handle far more people simultaneously than telco modem
banks.
Digital imaging and semiconductor image sensor technology facilitated the development
and rise of social media. Advances in metal–oxide–semiconductor (MOS) semiconductor
device fabrication, reaching smaller micron and then sub-micron levels during the 1980s–
1990s, led to the development of the NMOS (n-type MOS) active-pixel sensor (APS) at
Olympus in 1985, and then the complementary MOS (CMOS) active-pixel sensor
(CMOS sensor) at NASA's Jet Propulsion Laboratory (JPL) in 1993. CMOS sensors
enabled the mass proliferation of digital cameras and camera phones, which bolstered the
rise of social media.
Development of social-media platforms
In 1991, when Tim Berners-Lee integrated hypertext software with the Internet, he
created the World Wide Web, marking the beginning of the modern era of networked
communication. This breakthrough facilitated the formation of online communities and
enabled support for offline groups through the use of weblogs, list servers, and email
services. The evolution of online services progressed from serving as channels for
networked communication to becoming interactive platforms for networked social
interaction with the advent of Web 2.0.
The roots of social media can be traced back to the mid-1990s with the advent of
platforms like GeoCities, Classmates.com, and SixDegrees.com.While instant messaging
and chat clients existed at the time, SixDegrees was unique as it was the first online
service designed for real people to connect using their actual names. It boasted features
like profiles, friend’s lists, and school affiliations, making it "the very first social
networking site" according to CBS News. The platform's name was inspired by the "six
degrees of separation" concept, which suggests that every person on the planet is just six
connections away from everyone else.

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Fast forward to the early 2000s, and social media platforms gained widespread popularity
with the likes of Friendster and Myspace, followed by Facebook, YouTube, and Twitter,
among others.
Research from 2015 shows that the world spent 22% of their online time on social
networks, thus suggesting the popularity of social media platforms, likely fueled by the
widespread adoption of smartphones. There are as many as 4.76 billion social media
users in the world as of January 2023, equating to 59.4% of the total global population.
History of Ngo’s
NGOs (Non-Governmental Organizations) have a long and complex history that dates
back to the 19th century. Here's a brief overview of the key developments in the history
of NGOs.
The rise of humanitarian organizations: The first NGOs emerged in the 19th century in
response to the growing needs of people affected by war, famine, and other crises. Many
of these organizations were focused on providing humanitarian aid and relief, and they
included groups like the Red Cross and Médecins Sans Frontières.
The development of social movements: In the 20th century, NGOs began to play a more
active role in social and political movements. Groups like Amnesty International and
Greenpeace emerged to advocate for human rights, environmental protection, and other
issues.
The growth of global networks: With the rise of telecommunications and the internet,
NGOs have become increasingly interconnected and globalized. Today, NGOs work
across borders and collaborate with each other to address complex global challenges like
poverty, climate change, and inequality.

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The evolving role of NGOs: NGOs have also evolved in terms of their role and influence
within society. Some NGOs have become important players in policy-making and
advocacy, while others focus on service delivery or community development.
Overall, NGOs have played an important role in addressing social, environmental, and
humanitarian issues around the world. While the history of NGOs is complex and varied,
the common thread that runs through all of these organizations is a commitment to
promoting positive change and making a difference in people's lives.
A non-governmental organization (NGO) or non-governmental organization (see spelling
differences) is an organization that generally is formed independent from government.
They are typically nonprofit entities, and many of them are active in humanitarianism or
the social sciences; they can also include clubs and associations that provide services to
their members and others. Surveys indicate that NGOs have a high degree of public trust,
which can make them a useful proxy for the concerns of society and stakeholders.
However, NGOs can also be lobby groups for corporations, such as the World Economic
Forum.] NGOs are distinguished from international and intergovernmental organizations
(IOs) in that the latter are more directly involved with sovereign states and their
governments.
The term as it is used today was first introduced in Article 71 of the newly-formed United
Nations' Charter in 1945.While there is no fixed or formal definition for what NGOs are,
they are generally defined as nonprofit entities that are independent of governmental
influence—although they may receive government funding. According to the UN
Department of Global Communications, an NGO is "a not-for profit, voluntary citizen's
group that is organized on a local, national or international level to address issues in
support of the public good”. The term NGO is used inconsistently, and is sometimes used
synonymously with civil society organization (CSO), which is any association founded
by citizens. In some countries, NGOs are known as nonprofit organizations, and political
parties and trade unions are sometimes considered NGOs as well.
NGOs are classified by (1) orientation—the type of activities an NGO undertakes, such
as activities involving human rights, consumer protection, environmentalism, health, or

19
development; and (2) level of operation, which indicates the scale at which an
organization works: local, regional, national, or international.
Russia had about 277,000 NGOs in 2008. India is estimated to have had about 2 million
NGOs in 2009 (approximately one per 600 Indians), many more than the number of the
country's primary schools and health centers. The United States, by comparison, has
approximately 1.5 million NGOs.
Types
NGOs further the social goals of their members (or founders): improving the natural
environment, encouraging the observance of human rights, improving the welfare of the
disadvantaged, or representing a corporate agenda. Their goals cover a wide range of
issues. They may fund local NGOs, institutions and projects, and implement projects.
NGOs are classified by their
1. Orientation, i.e. the type of activities an NGO undertakes, such as activities
involving human rights, consumer protection, environmentalism, health, or
development.
2. Level of operation, which indicates the scale at which an organization works:
local, regional, national, or international.
Orientation
 Charity — often a top-down effort, with little participation or input from
beneficiaries. They include NGOs directed at meeting the needs of disadvantaged
people and groups.
 Service — includes NGOs that provide healthcare (including family planning)
and education.
 Participatory — self-help projects with local involvement in the form of money,
tools, land, materials, or labor

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 Empowerment — aim to help poor people to understand the social, political, and
economic factors affecting their lives, and to increase awareness of their power to
control their lives. With maximum involvement by the beneficiaries, the NGOs
are facilitators.
Level of operation
 Community-based organizations (CBOs) — popular initiatives which can raise
the consciousness of the urban poor, helping them understand their right to
services, and providing such services.
 City-wide organizations — include chambers of commerce and industry,
coalitions of business, ethnic or educational groups, and community
organizations.
 State NGOs — include state-level organizations, associations, and groups. Some
state NGOs are guided by national and international NGOs.
 National NGOs — an NGO that exists in only one country; they are rare.[20]
These include national organizations such as YMCAs and YWCAs, professional
associations, and similar groups. Some have state or city branches, and assist local
NGOs.
 International NGOs (INGOs) — range from secular agencies, such as Save the
Children, to religious groups. They may fund local NGOs, institutions and
projects, and implement projects.[19]
Activities
NGOs act as implementers, catalysts, and partners. They mobilize resources to provide
goods and services to people who have been affected by a natural disaster; they drive
change, and partner with other organizations to tackle problems and address human
needs.
NGOs vary by method; some are primarily advocacy groups, and others conduct
programs and activities. Oxfam, concerned with poverty alleviation, may provide needy

21
people with the equipment and skills to obtain food and drinking water; the Forum for
Fact-finding Documentation and Advocacy (FFDA) helps provide legal assistance to
victims of human-rights abuses. The Afghanistan Information Management Services
provide specialized technical products and services to support development activities
implemented on the ground by other organizations. Management techniques are crucial to
project success.
The World Bank classifies NGO activity into two general categories:
1. Operational NGOs, whose primary function is the design and implementation of
development-related projects
2. Advocacy NGOs, whose primary function is to defend or promote a particular
cause and who seek to influence the policies and practices of International
governmental organizations (IGOs)
NGOs may also conduct both activities: operational NGOs will use campaigning
techniques if they face issues in the field, which could be remedied by policy change, and
campaigning NGOs (such as human-rights organizations) often have programs which
assist individual victims for whom they are trying to advocate.
Operational
Operational NGOs seek to "achieve small-scale change directly through projects”,
mobilizing financial resources, materials, and volunteers to create local programs. They
hold large-scale fundraising events and may apply to governments and organizations for
grants or contracts to raise money for projects. Operational NGOs often have a
hierarchical structure; their headquarters are staffed by professionals who plan projects,
create budgets, keep accounts, and report to and communicate with operational
fieldworkers on projects. They are most often associated with the delivery of services or
environmental issues, emergency relief, and public welfare. Operational NGOs may be
subdivided into relief or development organizations, service-delivery or participatory,
religious or secular, and public or private. Although operational NGOs may be

22
community-based, many are national or international. The defining activity of an
operational NGO is the implementation of projects.
Advocacy
Advocacy NGOs or campaigning NGOs seek to "achieve large-scale change promoted
indirectly through the influence of the political system". They require an active, efficient
group of professional members who can keep supporters informed and motivated.
Campaigning NGOs must plan and host demonstrations and events which will attract
media, their defining activity
Campaigning NGOs often deal with issues related to human rights, women's rights, and
children's rights, and their primary purpose is to defend (or promote) a specific cause.
Public relations
Non-governmental organizations need healthy public relations in order to meet their
goals, and use sophisticated public-relations campaigns to raise funds and deal with
governments. Interest groups may be politically important, influencing social and
political outcomes. A code of ethics was established in 2002 by the World Association of
Non-Governmental Organizations.
Background of Ngo’s
The Non-Governmental Organizations (NGOs) (hereafter NGOs) are relatively new
phenomenon. But, individuals are surrounded by organizations all through their lives,
whether they like them or not. The term organization includes a galaxy of institutions
such as hospitals, schools, factories, offices, armed forces and so on. The NGOs are
groups of persons organized on the basis of voluntary membership without state control,
for the furtherance of some common interests of citizens. Generally, Voluntary
Organization’s and Non-Governmental Organization are treated as one, and the same.
This is not true. All NGOs are not necessarily voluntary. There exists a large number of
caste & communal organizations, educational and philanthropic organizations with a

23
wide spectrum of activities. The broad definition holds that every organization which is
not part of a government and which operates in civil society is an NGO. They are also
sometimes influenced, controlled or sponsored by the government and private business
houses. NGOs include people's organization’s such as professional associations,
community groups, labor and trade organizations, peasant and women organizations,
youth clubs etc. and include all educational, cultural and religious institutions and
cooperatives. Although a vast majority of NGOs is formally independent and have
nonprofit ethos, however, there are many NGOs working in the voluntary sector initiated
by consultancy firms for profit and they are commercially oriented. Therefore, the term
NGO in India has been used to denote a wide spectrum of organizations, which may
be non-governmental, quasi or semi -governmental, voluntary or non-voluntary, partisan
or non-partisan, formal or informal, non-profit or profit oriented bodies, with a legal
status and registered under any of the Acts.
The NGOs have a legal status, they are registered under an appropriate Act, and the
specific Act under which they have to be registered, depends upon the nature and scope
of their activities and objectives. On the contrary, VOs, the term widely used in India,
usually referring to those organizations which are voluntary in spirit and with non-profit
making objectives and exist as a legal entity, registered under the Indian Societies
Registration Act, or Charitable and Endowment Trust Act or corresponding State Acts,
covering only a limited areas of action. There exists however, a large number of VOs
working at the grass-root level which remain formally unregistered. Registered VOs are,
thus, limited and constitute a small proportion of NGOs. An NGO is a much broader
concept than a VO. In other words, all VOs are NGOs but not vice versa. The
involvement of various agencies in the nongovernmental sector, such as trade unions,
cooperatives and Panchayati Raj bodies, has tended to blur the identity of those, which
can be strictly defined as voluntary organizations. There has been inadequate recognition
of their role in accelerating the process of social and economic development.
The term 'Voluntarism' is derived from the Latin word
`Volantes' meaning 'Will'. Thus, voluntary organization may be regarded as associations,
which are formed to fulfill the wishes and aspirations of its members. There are many

24
scholars who put forward a number of definitions of Voluntary Organization and are as
follows:
Bourdillon (1945) argues that voluntary organization is the product of the blood, sweat
and toil of a few individuals, which are known for their persistent efforts for achievement
of their sincere aspirations.
D. L. Sills (1968) defined voluntary organization as a group of persons, organized on
the basis of voluntary membership without state control, for the furtherance of some
common interest of its members.
Johnson (1981) examined the definition of voluntary organization based on the following
factors: (i) Method of formation (ii) Method of government (iii) Method of financing and
(iv) Motives with the pursuit of profit excluded.
Professor Inamdar (1987) defines a voluntary organization and says 'development to be
of durable use to the community has to nurture a strong desire and impulse for
community development among its members, to be economically viable, to possess
dedicated and hard-working leadership and to command resources of expertise in the
functions undertaken'.
Sarkar (2005) defined voluntary organization, as 'an organized group in order to promote
some common interest of its members and it is voluntary, self-
Governing, self-financing, and non-profit in its orientation'. He further argued that
‘voluntary’ refers to spontaneous initiative of the organization for addressing the social
and economic inequalities. This does not refer to whether workers will be paid or unpaid.
On the principle, the salary of the staffs in a voluntary organization is lower than the
others as the concept "voluntarism" is attached with it. 'Self-governing’ indicates that
the decision for the organizational constitution, policy and service is not within the
domain of state control. 'Self-financing' refers to at least some of its revenues drawn from
voluntary sources. 'Non-profit' means the motive of the members will be the welfare of
the public and profits will be used to strengthen as well as to fulfill the objectives of the
organization.

25
Smith and Freedom (1972) argued 'voluntary association' as a structure that is formally
organized, relatively permanent, secondary grouping as opposed to less structured,
informal ephemeral or primary grouping.
Use at the organizational level
Governments
 inform their opinions to public
 interact with citizens
 foster citizen participation
 further open government
 analyze/monitor public opinion and activities
 educate the public about risks and public health
Law enforcement and investigations
Social media has been used extensively in civil and criminal investigations. It has also
been used to assist in searches for missing persons. Police departments often make use of
official social media accounts to engage with the public, publicize police activity, and
burnish law enforcement's image; conversely, video footage of citizen-documented police
brutality and other misconduct has sometimes been posted to social media.
In the United States U.S. Immigration and Customs Enforcement identifies and track
individuals via social media, and also has apprehended some people via social media
based sting operations. U.S. Customs and Border Protection (also known as CPB) and the
United States Department of Homeland Security use social media data as influencing
factors during the visa process, and continue to monitor individuals after they have
entered the country. CPB officers have also been documented performing searches of
electronics and social media behavior at the border, searching both citizens and non-
citizens without first obtaining a warrant.
Social media marketing
Social media marketing is the use of social media platforms and websites to promote a
product or service and also to establish a connection with its customers. Social media

26
marketing has increased due to the growing active user rates on social media sites.
Though these numbers are not exponential. For example, as of 2018 Facebook had 2.2
billion users, Twitter had 330 million active users and Instagram had 800 million users.
Then in 2021 Facebook had 2.89 billion users and Twitter had 206 million users.Similar
to traditional advertising, all of social media marketing can be divided into three types:
(1) paid media, (2) earned media, and (3) owned media.[94] Paid social media is when a
firm directly buys advertising on a social media platform. Earned social media is when
the firms does something that impresses its consumers or other stakeholders and they
spontaneously post their own content about it on social media. Owned social media is
when the firm itself owns the social media channel and creates content for its followers.
One of the main uses is to interact with audiences to create awareness of the company or
organization, with the main idea of creating a two-way communication system where the
audience and/or customers can interact; e.g., customers can provide feedback on the
firm's products. However, since social media allows consumers to spread opinions and
share experiences in a peer-to-peer fashion, this has shifted some of the power from the
organization to consumers, since these messages can be transparent and honest. Or at
least appear so (more on this at influencers).
Social media can also be used to directly advertise; placing an advert on Facebook's
Newsfeed, for example, can provide exposure of the brand to a large number of people.
Social media platforms also enable targeting specific audiences with advertising. Users of
social media are then able to like, share, and comment on the advert; this turns the
passive advertising consumers into active advertising producers since they can pass the
advert's message on to their friends. Companies using social media marketing have to
keep up with the different social media platforms and stay on top of ongoing trends.
Since the different platforms and trends attract different audiences, firms must be
strategic about their use of social media to attract the right audience. Moreover, the tone
of the content can affect the efficacy of social media marketing. Companies such as fast
food franchise Wendy's have used humor (such as shitposting) to advertise their products
by poking fun at competitors such as McDonald's and Burger King.[99] This particular
example spawned a lot of fan art of the Wendy's mascot which circulated widely online,

27
(particularly on sites like Deviant Art) increasing the effect of the marketing campaign.
Other companies such as Jul. have used hashtags (such as #e-juice and #eliquid) to
promote themselves and their products.
Social media personalities, often referred to as "influencers", who are internet celebrities
who have been employed and/or sponsored by marketers to promote products online.
Research shows that digital endorsements seem to be successfully attracting social media
users, especially younger consumers who have grown up in the digital age. In 2013, the
United Kingdom Advertising Standards Authority (ASA) began to advise celebrities and
sports stars to make it clear if they had been paid to tweet about a product or service by
using the hashtag #spon or #ad within tweets containing endorsements, and the US
Federal Trade Commission has issued similar guidelines. The practice of harnessing
social media personalities to market or promote a product or service to their following is
commonly referred to as Influencer Marketing. In 2019 The Cambridge Dictionary
defines an "influencer" as any person (personality, blogger, journalist, celebrity) who has
the ability to affect the opinions, behaviors, or purchases of others through the use of
social media.
Marketing efforts can also take advantage of the peer effects in social media. Consumers
tend to treat content on social media differently from traditional advertising (such as print
ads), but these messages may be part of an interactive marketing strategy involving
modeling, reinforcement, and social interaction mechanisms. A 2012 study focused on
this communication described how communication between peers through social media
can affect purchase intentions: a direct impact through conformity, and an indirect impact
by stressing product engagement. This study indicated that social media communication
between peers about a product had a positive relationship with product engagement.

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Aim of the study
The aim of the study is to investigate and understand the role of social media in
marketing of non-profit organizations.
Objectives
The objectives are based on the chronological order of the research cycle. The following
are the objectives:
 Identification of the role of social media in marketing of non-profit organizations.
 Establishing a critical literature review related to social media and its role in
marketing of organizations especially non-profit enterprises.
 Collection of data through quantitative measures such as questionnaires.
 Evaluation of the data through analytical means in order to establish the
relationship between the variables.
 Conclusion of the analysis by combining the findings of the primary data with the
secondary data in the literature review.
 Drawing recommendations regarding the role of social media in marketing.
Research questions
The research questions for the study are as follows:
 What is the significance of social media in relation to marketing?
 How social media is used in marketing?
 How effective is social media in marketing of non-profit organizations?
 How nonprofit organizations can utilize social media to further their
cause and mission?
 What are the advantages of social media marketing for nonprofit
organizations?
 What are the potential disadvantages of social media marketing for non-
profit organizations?

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Significance of the study
The research is significant for social work. The research will enhance the perception of
the use of social media and promote innovative ways to reach the vulnerable individuals
of society. Social media presents new prospects for people to share their stories and raise
awareness regarding social issues. Persecuted individuals have the opportunity to share
their experiences and stories. Nonprofit organizations can use social media tools to raise
awareness, show the public how their funds are utilized and how volunteers utilize their
time. The research will throw light on the utilization of social media for nonprofit
organizations. As research in this regard is limited, therefore, the current research will aid
the organizations to understand social media strategies and the ways to employ social
media for marketing purposes.
The nonprofit organizations are not profit-oriented; they rely upon the donations of
individuals. Subsequently, they don't have tremendous financial plan to showcase their
motivation to the basic public. Web-based media has been adequately used by corporate
organizations for promoting their items and administrations. Along these lines, charitable
associations can likewise participate in online media exercises to advance their main
goal. To associate with individuals and spread data in regards to the mission of the Non-
benefit association, web-based media can demonstrate to a powerful device. Most
associations favor web-based media as a result of its expense viability and its capability
to spread data quickly. The ebb and flow research tries to inspect the job that web-based
media can play in advertising of non-benefit associations. It will likewise look at the
techniques which non-benefit associations can use to tailor online media to acquire allies.
The examination will profit the non-benefit associations as it will give a suitable point of
view with respect to the utilization of online media for showcasing. It will likewise help
future promoting scientists as the current investigation will contribute fundamentally to
the current writing in regards to web-based media advertising and will add new insights.

30
Chapter organization
The thesis is divided into five chapters. Six chapter is the introductory section which
introduces the background of the study, research problem, research questions and
objectives and establishes the significance of the study. Chapter two is the literature
review. It presents a review of the literature related to the research problem. The
scholarly work regarding social media, marketing and nonprofit organization is
summarized by the researcher in order to find the research gap. Chapter three establishes
the methodology. It states the research design and the method employed for carrying out
the research process. It establishes the foundation of the research work and explains the
various research process utilized for conducting the research. Chapter four is the finding
and analysis section. It summarizes the findings of the data and states the analysis. Last
chapter is the conclusion and recommendation section. It concludes the findings and
establishes a sound connection between the findings and the findings of the literature
review.

31
COMPANY PROFILE
Name: JV SMILY FOUNDATION
Company Logo:
Address: C/O VINITA DEVI OF PUNDAUL VILL
PUNAUL PANCH BERAKA BLOCK GOH
AURANGABAD BIHAR 824203 IN
City: GOH
State: Bihar
Zip: 824203
Country: India
Phone: 7004860563
Email: jvsf.india@gmail.com
Website: https://jvsf.1ngo.in/

32
JVSF was founded by Dr. Amit Kumar in 2021. The NGO is registered under the
Company Act, 2013 having regd. No. 050735. The registered office is located at Goh,
Aurangabad, and Bihar.
The Foundation has started working in few states of India.
Dr. Amit Kumar, is a man with a vision. He has been working for the betterment of the
society since he was a young boy. He always had a passion for helping others, and he
decided to use his medical knowledge to make a difference in the world. He has
seen firsthand how the Deprivation and poverty can shatter the lives of the people. He
started the JV Smileys Foundation in order to make a real difference in the lives of those
who need it most. The foundation has already made a significant impact on the
community, and it will continue to do so for many years to come. The Foundation has
been able to achieve a lot in a short span of time. JVSF has been able to provide quality
education to the poor and deprived children, which has helped improve their living
conditions. The Foundation has also been able to empower women, who have now been
able to stand on their own two feet. JVSF has also been working for the protection of the
environment and has been able to make significant contributions in this area. They are
working to create awareness about the importance of protecting the environment and
saving the planet. They are also working to promote green energy. Lastly, JVSF has also
been working for the welfare of children and has been able to make a difference in their
lives.
JVSF is making a difference in the lives of thousands of people, and will continue to do
so in the years to come. The Foundation runs various programmers such as free coaching,
free distribution of books and notebooks, tree plantation drives, medical camps,
awareness campaigns etc.
The Foundation has had great success in its short history, and it continues to
make a positive impact on the lives of countless people.
JVSF is making the world a better place one day at a time.

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OBJECTIVE
Basic objective of my NGO:
i. To provide, guide, educate and to create health awareness program and to make,
develop, build, and promote Health Care Centre for the underprivileged public.
ii. To provide primary health care to slum dwellers at a nominal cost, if and when
required, and to make it accessible to all by providing the same at their doorsteps
with particular attention to the child health care, adolescent girls, women and to
create health awareness among the underprivileged children, girls and women.
iii. To create awareness about a clean environment, Planned Parenthood, and
immunizations of all children against most dreaded communicable diseases and to
impart knowledge about health, economical food, proper diet, clean drinking water
and improvisation.
iv. Early intervention to children with special needs in integrated manner with proper
education and guidance to the public enabling them to be competent to take care of
themselves.
v. To co-operate network and collaborate with other national and international
Societies, Trusts, Institutions, Associations and other organisations in furtherance
of the Women empowerment all over India.
vi. To promote the society’s objects through conferences, seminars lectures, public
debate, exhibitions and providing education to the backward or weaker sections of
the society and other modern communications like the electronic media within the
country as well as in other countries and also creating employment opportunities
for the youth.
vii. To provide Education for underprivileged children for the betterment of their living
style and their overall development.
viii. To plan and organize various seminars for the development of Art and skill training
for youth and for enhancing youth empowerment in the nation.
ix. To Support a network of integrated institutions on which various professionals and
organizations dealing with different facets of social, socio-political, socio-
economic, environmental and ecological issues, would function, interact and

34
attempt to bring about overall advancement throughout the country and elsewhere
in a co-coordinated manner. Accordingly, it may constitute its activities at different
places from time to time.
x. To raise ability, capability and efficiency of both people and organizations to
international standards through innovative educational and research process.
xi. To help create a community where people stop suffering due to lack of basic
necessities.
xii. To undertake any other action in the area of rehabilitation of the Physically
Handicapped.
xiii. To help people in natural disaster.
VISION
Our vision is to make the world a better place by helping those in need and promoting
social welfare. We aim to be the leading organization in our field, providing support and
assistance to as many people as possible. We hope to make a difference in the lives of those
we help, and to create a more compassionate and just world.
MISSION
We are dedicated to social welfare. We work to promote equitable and inclusive societies,
and help vulnerable people access essential services. We aim to make a positive difference
in the lives of those we serve.
MOTTO
“ONE STEP TO SAVE SMILE”

35
Nature of the Organization
JV SMILEYS FOUNDATION is a Non-profit Organization who serves peoples of
villages and poor peoples by providing various types of services like providing free
medical services, providing free meals and free education. This NGO is Government
recognized and connected with government. JV SMILEYS FOUNDATION are working with
the motivation of saving smiles.
Organization’s vision
Our vision is to make the world a better place by helping those in need and promoting
social welfare. We aim to be the leading organization in our field, providing support and
assistance to as many people as possible. We hope to make a difference in the lives of
those we help, and to create a more compassionate and just world.
Organization’s Mission
We are dedicated to social welfare. We work to promote equitable and inclusive
societies, and help vulnerable people access essential services. We aim to make a positive
difference in the lives of those we serve.

36
Industry Profile
The third sector, which includes charities, social enterprises and voluntary groups,
delivers essential services, helps to improve people's wellbeing and contributes to
economic growth. It plays a vital role in supporting communities at a local level.
The voluntary sector, independent sector, or civic sector is the realm of social activity
undertaken by organizations that are non-governmental nonprofit organizations. This
sector is also called the third sector, community sector, and nonprofit sector, in contrast
to the public sector and the private sector. Civic sector or social sector are other terms for
the sector, emphasizing its relationship to civil society. Richard Cornuelle coined the
term "independent sector" and was one of the first scholars to point out the vast impact
and unique mechanisms of this sector.Given the diversity of organizations that comprise
the sector, Peter Frumkin prefers "non-profit and voluntary sector"
Significance to society and the economy
The presence of a large non-profit sector is sometimes seen as an indicator of a healthy
economy in local and national financial measurements. With a growing number of non-
profit organizations focused on social services, the environment, education and other
unmet needs throughout society, the nonprofit sector is increasingly central to the health
and well-being of society. Peter Drucker suggests that the nonprofit sector provides an
excellent outlet for a variety of society's labor and skills.
The first two decades of the 20th century were characterized by a public zeal for social
reform and social justice known as the Progressive Era. The newly founded National
Association of Societies for Organizing Charity had immediate influence during that era.
Its extensive field work helped organize new societies and strengthen others. Smaller
cities became well-organized, with the South and Northwest particular areas of focus. To
permit membership of Canadian societies, the association changed its name in 1912 to the
American Association of Societies for Organizing Charity. In 1917, it became the
American Association for Organizing Charity. These agencies increasingly were
providing direct service to individuals and families. Pauperism, child welfare, juvenile
justice, sanitation, tuberculosis, and other health issues were emergent problems for new

37
and existing agencies. The American Red Cross fueled a nationwide fervor for social
service. Founded in the United States in 1881, it was reorganized in 1905 to focus on
military personnel. With this pivotal decision, the business of organizing charities quickly
evolved into the business of social work.
In 1976, Daniel Bell predicted that the third sector would become the predominant sector
in society, as the knowledge class overcame the effects of the private sector. This
presently holds true in a number of European countries. According to a recent study by
Johns Hopkins University, the Netherlands has the largest third sector of 20 countries
across Europe. Ireland’s non-profit fundraised income formed 0.33% of Irish GDP, less
than the UK and US, in 2016. In Sweden, the nonprofit sector is attributed with fostering
a nationwide social change towards progressive economic, social and cultural policies,
while in Italy the third sector is increasingly viewed as a primary employment source for
the entire country.
In the United States, approximately 10% of GDP is attributable to the third sector.
Donating to private religious organizations remains the most popular American cause,
and all religious organizations are entirely privately funded because the government is
limited from establishing or prohibiting a religion under the First Amendment.
Sub-sectors
Although the voluntary, community and not-for-personal-profit sectors are frequently
taken to compose the "Third Sector" each of these sectors or sub-sectors have quite
different characteristics. The community sector is assumed to comprise volunteers
(unpaid) while the voluntary sector are considered (confusingly) to employ staff working
for a social or community purpose.[15] In addition however, the not-for-personal-profit
sector is also considered to include social firms (such as cooperatives and mutual) and
more recently governmental institutions (such as Housing Associations) that have been
spun off from government, although still operating fundamentally as public service
delivery organizations. These other types of institutions may be considered to be quasi-
private or quasi-public sector rather than stemming from direct community benefit
motivations.

38
Concerns
There have been long-ranging arguments regarding the financial accountability of the
nonprofit sector throughout Western society. There is also ongoing concern whether the
nonprofit sector will unequally draw retiring workers from the private sector as the
currently large baby boomers age. Development of the third sector, it is argued, is linked
to restructuring of the welfare state and further globalization of that process through neo-
liberal strategies of the Washington consensus.
In a 2013 New York Times op-ed and radio podcast, The Charitable-Industrial Complex,
Peter Buffett uses the terms "philanthropic colonialism" and "conscience laundering," and
describes his insights into "searching for answers with their right hand to problems that
others in the room have created with their left" rather than systemic change.
Country-specific
France
Discourse on the "third sector" began in the 1970s in France as a result of the crisis in the
welfare state. Many associations rely at least partly on government subsidies or other
payments, it has been criticized at times by association heads (among some), as a way to
control charities, some charities do refuse all government payments, while others try to
rely partly on gov's aid.
India
In India this sector is commonly called the "joint sector", and includes the industries run
in partnership by the state and Private Sector. In a wider sense the initial investment is
made by the state and later the handling is done by the private sector. But here the private
sector is responsible to the state when it comes to handling.

39
Israel
In Israel this sector is commonly called the "Third Sector", (Hebrew: ‫המגזר‬ ‫)השלישי‬ and
generally refers to non-profit organizations (NPOs) and non-governmental organizations
(NGOs) with the line between the two quite fine. These organizations generally fill a gap
in the existing government or municipal service provision. Examples include United
Hatzalah for emergency medical first response, Yad Sarah for free loan of medical
equipment, Yad Eliezer for poverty relief efforts, Akim for assistance for the mentally
handicapped, and SHALVA for children with special needs.
United Kingdom
The Cabinet Office of the British government until 2010 had an Office of the Third
Sector that defined the "third sector" as "the place between State and (the) private sector."
The Conservative/Liberal Democrat Coalition Government renamed the department the
Office for Civil Society. The term third sector has now been replaced in Government
usage by the term Civil Society, or for while under the Cameron government, the term
Big Society, which was devised by political advisers and which featured prominently in
the Conservative Party's 2010 election campaign.
United States
The U.S. nonprofit sector consisted of approximately 1.56 million organizations
registered with the Internal Revenue Service in 2015. These reporting nonprofits
identified $2.54 trillion in revenues and $5.79 trillion in assets in 2015. Over $400 billion
in revenue comes through private support and fundraising. The U.S. nonprofit sector
contributed an estimated $985.4 billion to the U.S. economy in 2015, composing 5.4
percent of the country's gross domestic product and employed 11 percent of the U.S.
workforce in 2015.Each year, seven out of ten Americans donate to at least one charitable
cause. Contributions are from two to 20 times higher in the U.S. than in other countries of
comparable wealth and modernity.

40
Literature Review
Overview
The utilization of social media as a mode of marketing has been in existence for multiple
years; however, the said strategy has been recently adopted by nonprofit organizations
when compared to business organizations. There is a drastic difference between the
operations of a nonprofit organization and a business organization. Regardless of this
difference, social media marketing has been able to attain a significant role within the
marketing of nonprofit organizations as well. The current literature review is regarding
research made on the role of social media regarding the marketing of nonprofit
organizations. This research discusses what social media is and how it is utilized within
the marketing sector.
Moreover, the reasons for nonprofit organizations utilizing marketing as an
organizational activity are discussed. Along with that, it is analyzed how social media is
utilized in order to fulfill the requirements of a non-profit organization regarding
marketing. Multiple actions performed by a non-profit organization regarding the
implementation of social media marketing are discussed in detail. Furthermore, the
differentiation between a business organization and a non-profit organization is discussed
within the context of marketing. Along with that the pros and cons of social media
marketing utilized by nonprofit organizations are discussed with real-life instances of
nonprofit organizations utilizing social media marketing. Based upon this research it is
projected and assessed regarding the workings of a non-profit organization without the
utilization of social media marketing. Class three recommendations are made along with
concluding remarks of the entire research.

41
Social Media
In order to assess the features of social media marketing and what role it plays with and
the marketing of nonprofit organizations, it is important to have an in-depth
understanding of what social media is. Its initiation is to be understood along what role it
plays in the current time is also to be assessed. Moreover, the factors that lead towards
these types of platforms being utilized for marketing are also analyzed.
In easier terminologies, social media is a platform based on the internet that is created in
order to have social interaction with other people. This was the concept of the existence
of social media with multiple platforms being created up till now and utilized at global
scales. Common examples of social media include Facebook, Instagram, and Twitter.
Each type of social media platform consists of a differentiated mode of communication
with each other for instance Facebook utilizes posting statuses and pictures, Instagram
utilizes mostly posting pictures and videos, and Twitter is mostly about tweets that are
statuses made by Twitter users.
Social media is one of the technologies utilized globally that has evolved drastically with
the implementation of technological advancements and innovation. The first
implementation of the Internet in order to have a social interaction was introduced in
1980, where email chatting and real-time chatting were introduced. Due to the existence
of the internet, people were able to communicate in real-time with people at global scales.
After the concept of socializing on an internet platform was introduced it was
immediately attracted by large audiences with innovative ideas being formed into
practical platforms. Even though social interaction other than physical interaction, still
existed before the internet became wider, through utilizing telegraph machines in 1884,
the existence of social media became after digital technology and the internet was
invented and utilized at wider scales.
After the utilization of emails for socializing multiple other platforms were created that
intended to have official communications for instance LinkedIn or Myspace, however,
the major growth attained within the social media industry was when Facebook was
invented In 2004 Facebook was created by Mark Zuckerberg, providing multiple features

42
that none of the platforms at that time did. A user-friendly interface was a significant
differentiating factor along with multiple entertaining and socializing features that were
further adapted by newer businesses evolving from Instagram to twitter and towards
Snapchat.
Currently, social media plays a significant role within the business sector and other
related corporate elements. It is a means of communication for business owners,
consumers, job seekers, employers, and multiple other parties who are looking for a
platform to communicate with each other. There are multiple reasons that a platform
initiated for merely social interaction has been turned into a significant part of official
activities. Some of the reasons include the fact that it is a relatively cheaper mode of
communication and presence within the market, as compared to the traditional modes.
Moreover, social media also has access to a large scale of audience. For example, 3.96
billion people all over the world utilize social media for multiple purposes. Any business
in order to have access to a large amount of audience only requires to have strong social
media profile.
Social Media Marketing
Marketing includes all efforts made by businesses that contribute towards an increase in
the sale of a product or service. These marketing efforts include promotion and
advertisement. Utilizing social media as a means for increasing the sale of a business is
known as social media marketing. There are multiple modes through which social media
marketing could be utilized for marketing. It depends upon a business or the type of
organization under consideration regarding what activities of social media will be utilized
for marketing that organization. The common activities include creating a strengthened
existence over social media, utilizing online advertisement, providing exposure regarding
activities of an organization, and providing links to contact the organization.
Social media is a platform that has access to a large amount of audience with the ease of
accessing the internet. In order to attain the advantage of this fact and access a large
amount of audience existing upon the social media, it is important for organizations to

43
have a strong presence upon the related platform. Having a strengthened presence will
result in the flow of increasing the audience towards the organization's page. The strength
of an organization's presence on social media is determined by the number of followers
and engagement received.
Moreover, in order to reach as much as possible through inorganic means is also possible
by utilizing online advertisement. The related platform upon which an organization
profile exists will be provided with the related amount to financials that will they returned
in the form of advertisement up on that social media platform The social media profile of
a business or any other type of organization represents what that organization is about
and provides an insight regarding the usual activities as well. As a result, it is important
for the related organization to utilize pictures and videos in order to efficiently represent
their brand and the view of the organization.
Lastly, social media platforms cannot provide organizations to perform all their activities
upon such platforms but instead provide exposure to a large audience. In order to make
such a large amount of audience perform actions that the related organization desires, it is
possible for them to provide the related links for such actions for example a business
organization could provide a link to its website with the consumer can purchase the
presented products.

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Use by NPOs
Business organizations require social media platforms and marketing in order to increase
their sale, along with their profits. Nonprofit organizations may have a similar goal
however the requirement by non-profit organizations to utilize marketing is mostly
different than business organizations. The first requirement for nonprofit organizations to
utilize marketing may be to increase their revenues. A non-profit organization does not
make profits, instead, it utilizes all its funds within the support of a certain activity.
However, a nonprofit organization may be prepared on the basis of the sale of a product.
As a result, in order to increase the sale which is recognized as revenue for non-profit
organizations, and further contribute towards the intended goal of the nonprofit
organization, utilization of marketing is involved. On the other hand, certain nonprofit
organizations are entirely based upon donations. As a result marketing in such
organizations will be utilized to increase the number of donations received. Certain
nonprofit organizations are also created solely in order to provide exposure regarding a
certain topic. Such organizations require marketing to access as many audiences as
possible so that their message could be conveyed.
Utilizing social media marketing in order to fulfill the above-mentioned requirements of a
non-profit organization is the best option due to the multiple benefits of social media. It
has been discussed that nonprofit organizations also highly utilize marketing in order to
promote their activities as well as exposure to certain goals of the organization. Utilizing
social media marketing to fulfill such tasks is the most appropriate strategy due to the fact
that social media has access to a large amount of audience with relatively minimal cost.
This cost is even minimized if an organization decides to implement organic efforts and
online advertisements are not utilized.
Moreover, nonprofit organizations do not utilize activities that would result in a profit for
the organization. No concept of profit is generated within such organizations as a result
all activities are either funded by the owners or through donations. In such types of
organizations, it is difficult to expense in activities such as marketing. Social media
marketing is a type of marketing strategy that utilizes minimal finances. On an average

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social media marketing utilizes 450 dollars that go up to $50,000 or more as well.
However, social media marketing is a type of marketing strategy that also may utilize as
little as $10 in order to maintain a strengthened profile and access a large amount of
audience through organic efforts. These organic efforts could be utilized by the
organization owners and could be taken advantage of minimum cost. As compared to
traditional modes of advertisement, this form of marketing provides a relatively decrease
cost to non-profit organizations.
Social media is also a platform where a diverse group of people is in existence. This
means that individuals of all preferences are available on a single platform. There is a
major probability for nonprofit organizations to target the interested individuals' social
media, rather than from other traditional modes of advertisement of marketing, in order to
perform actions that are desired by the organization such as donations.
Implementations by NPOs
Social media marketing is an aspect of marketing that consists of a wide range of options
that could be utilized by different types of organizations. Non-profit organizations can
also utilize multiple activities of social media marketing regardless of them being
nonprofit. These activities include creating a strong presence, utilizing online
advertisements, sharing links, and presenting what the nonprofit organization is about.
In order to obtain any advantage of social media marketing, it is significant for every type
of organization to have a strong presence. The related non-profit organization is required
to invest its time along with certain financials in order to increase the followers and
engagement upon the profile it has for instance on Instagram or Facebook. A
strengthened profile not only allows the flow of new individuals toward the non-profit
organization but also provides such organizations with authenticity and legitimacy. This
authenticity will allow the organization to attain more desired actions by the individuals
reached.

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In situations when a certain message is to be conveyed to a large amount of audience
within a minimum time, online advertisement is the best strategy to be opted for. The
message that is to be conveyed may be regarding any social issue for instance climate
change or breast cancer. Multiple organizations have been seen promoting exposure
regarding such issues.
Moreover, a nonprofit organization may also share a link regarding what the organization
is about and what the goal for marketing is. For instance, if an organization is highly
dependent upon donations and requires marketing to increase the number of donations the
related organization could provide a link through which online donations could be made.
Moreover, an organization could also be created through revenue attained by the sale of
certain products, website of which could be provided in the form of a link.
Lastly, social media marketing is about attaining exposure and having engagement. In
order to increase exposure and enhance engagement, it is important for organizations to
utilize the visuals that they used, efficiently. For example, the colors purple, red, and pink
tend to have more engagement than colors such as blue or green. Moreover, colors with
high saturation also tend to receive more engagement. Such factors regarding the visuals
are considered by nonprofit organizations and utilized accordingly.
Differentiation with Business Organizations
Business organizations and non-profit organizations differentiate regarding their
operations and internal management. The entire goal of the existence of the organization
is completely different making the operations vary. In order to assess why marketing is
utilized in nonprofit organizations, it is also to be compared with the marketing of
business organizations as well. This comparison will not only be resulting in the
differentiating features since there are multiple features that are common between both
types of organizations. For instance, the goal of marketing is to increase the primary
activity of the organization. The primary activity of a business organization is to increase
revenue and profits where is the primary activity of a non-profit organization variates
according to the basis of such non-profit organization however, even though the primary
activities different the utilization of marketing is common.

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Further differentiating factors include the impact of marketing utilized by each type of
organization. For example, organizations that are for-profit utilize marketing that creates
hype and promotes a certain product or service whereas marketing utilized by non-profit
organizations provides the related consumer or individual with a feeling of helping the
society and giving back. The marketing of a non-profit organization is not surrounded by
the quality of the certain product instead it is promoting the cause of that product.
An interesting difference between business organizations and not-for-profit organizations
is the amount of budget invested in marketing. Business organizations require marketing
to convince the related consumer that their product is of quality or has the features that
the organization changes it to however a non-profit organization is simply spreading a
cause as a result no convincing is to be made regarding the existence of that cause. For
example, a nonprofit organization may be providing exposure towards the existence of
breast cancer and awareness for it. In such a situation it will not be objected by the related
reach individuals whether such cause exists or not, as a result, non-profit organizations
will have a relatively lower marketing cost than business organizations.
Pros
The utilization of social media for marketing by nonprofit organizations has created
major benefits for such organizations. These include the already existing benefits of
social media marketing along with those that have been initiated by the use of such type
of marketing by non-profit organizations specifically.
One of the major benefits of social media marketing is that it can be used with low
budgets whilst allowing organizations to take advantage of high budget qualities
whenever they are able to prepare such. Usually, different modes of marketing have a
strict budget for instance advertising on the television and other modes of traditional
advertisement. For businesses who do not have a budget to opt for advertisement up on
television are provided an opportunity for people methods for instance advertising in the
newspaper however such mode is stagnant and will provide a limited amount of results.
Social media marketing on the other hand can vary ate depending upon the budget of the

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user. This results in the related user not being limited to purchase certain results and
being able to utilize the benefits regardless of the budget.
The second major benefit of social media marketing is the fact that it helps to provide
authenticity to the related organizations. When an organization has a large number of
followers and engagement upon its social media profile, it is assessed that large efforts
both financial and time are made upon such platforms. Search justifies the existence of an
authentic body rather than a scam. Non-profit organizations have a major issue regarding
justifying their authenticity. With their profiles having a large number of followers and
engagement, the time and finances are invested upon the profile to justify the legitimacy
of the organization. As a result, individuals having second thoughts regarding performing
the actions desired by such organizations for instance providing a donation, will perform
such actions freely and more frequently, fostering the organization activity to be
significantly increased.
Other than the above-mentioned two major benefits there are multiple smaller pros for
non-profit organizations to utilize social media marketing. One of such pros includes the
possibility to engage with the audience directly at an easier and more frequent rate. This
results in any individual who may be interested in providing the related donation to a
nonprofit organization but being under second thoughts due to the inherent distrust
issues, being able to directly communicate with the organization, and clearing out any
issues arising in their mind. It also allows organizations to clear out any issues that have
been created for instance any rumors observations made upon the related non-profit
organization. Moreover, non-profit organizations are considered to have an image that is
sad and unhappy, however through the utilization of social media, and appropriate
branding of the organization, the image could be removed and turn into a fun and
entertaining one where giving back to society could be considered as an enjoyable
activity.

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Cons
With all these benefits of utilizing social media for the benefit of a profit organization,
there also result in some negative impacts as well. It is extremely easy to utilize social
media as a mode of marketing and enhancing the organization's activities. The
introduction of social media especially for a non-profit organization has resulted in the
elimination of requirement any physical offices or destinations where traditional non-
profit organizations are used to operate.
As a result, creating the presence of a nonprofit organization and attaining a sum of
money from the general public to marketing it on social media platforms is very easy.
This has resulted in multiple scams to have been existing that use social media marketing
and again donation claiming to be an authentic non-profit organization. As a result, the
trust over small non-profit organizations that have not been registered is removed and any
small organization looking for donation is questioned. This has resulted in only such
organizations having legitimacy and authenticity within their image that are either
providing legal justifications regarding their existence or are being associated with major
influences.
Moreover, since communication through online means creates frequent
miscommunications, any miscommunication made to a body that has a strong social
media presence results in a major risk for the related non-profit organization since a quote
by such body would result in the profile of the related non-profit organization being
banned or bashed upon the related platform. Due to the sensitivity that comes inherent
within a non-profit organization, it may be difficult to survive on a platform that has
inherent features of making unauthentic information viral.
Furthermore, non-profit organizations do not have any competition with each other.
Multiple organizations may be created supporting the same or similar causes for instance
there may be hundreds of organizations created that support the awareness of
environmental safety, however, this does not mean that all such organizations are in
competition to attain the donation being collected from the concerned segment of the
audience. Instead, the goal of each organization is to create awareness rather than have

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any competition with other organizations to guarding which organization is able to create
more awareness.
Social media has resulted in there to be existing certain competition. Non-profit
organizations that have strengthened profile upon the related social media platforms
intermediate small non-profit organizations, forcing them to enhance their profiles and
invest more time upon them, in order to target the same sector of the audience, regardless
of having the same goal with the strengthened nonprofit organizations. This has resulted
in the nonprofit organizations being distracted from their initial goals and then focus on
supporting area activities.
Major Instances
There are multiple nonprofit organizations All around The world utilizing social media
marketing in order to promote and enhance their organizational activities. One of such
widely recognized non-profit organizations includes the metropolitan museum of art.
This museum was established in 1986 and is located in New York City United States.
The museum is a nonprofit organization that has its primary activity as a promotion of
Arts. Donations are made in the form of art where wealthy people donate antique pieces
of art under their custody towards the museum for other people and the general public to
have exposure and awareness regarding the different types of art.
Moreover, the museum itself also performs multiple actions in order to collect the art that
it has currently exhibited within the museum. This museum utilizes multiple social media
platforms including Instagram where it has a significant and strengthened profile of 3.8
million followers. The organization has posted 3836 posts up till now of the different
types of art that it has exhibited within the museum in order to provide further
explanation regarding the type of art museum consists of. Moreover, a link is provided on
the bio of the organization's Instagram will guidelines for new visitors are provided.
Another widely recognized nonprofit organization is the United Nations children's fund.
This organization was founded in 1964 and is also located in New York United States.
The organization has its primary activity to perform humanitarian actions for aiding

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children worldwide. This organization operates in more than 190 countries all over the
world in order to reach children of all sects and races. This organization also has a highly
strengthened social media presents with its Instagram profile consisting of 8.1 million
followers. The organization is highly active upon its social media profiles with the
organization posting twice or thrice a day in order to attain recognition. Upon its
Instagram profile, the company provides an insight regarding the activities that it
performs for instance a post made on 14th April 2021 is of a 15-year-old girl that has
been provided education by the organization along with the 13-year-old boy.
Without Social Media Marketing?
Social media marketing has resulted to be highly significant for nonprofit organizations
and without the existence of social media marketing the operations of nonprofit
organizations would be significantly different. The first change that would exist within
the nonprofit organizational sector is that the image of such a sector would be considered
sad and unenthusiastic. Utilizing social media as a part of business activities by non-
profit organizations has significantly resulted in providing back to society to be
something entertaining and within the trend. If the aspect of social media marketing
would be eliminated, most large non-profit organizations May turn out to be out of trend.
Moreover, large organizations such as United Nations children's fund agency would be
unable to attain the amount of recognition that it has currently. Such organizations tend to
frequently communicate with the local individual in order to be a part of the conversation
however with the utilization of social media that would not be possible. Another major
change that would occur is that only e the registered and largely developed nonprofit
organizations would be able to sustain large services. Currently through social media
multiple small non-profit organizations and agencies are able to perform their activities
without being authentically certified and having large recognition.
This is due to them having access to a large amount of audience. If social media did not
exist such organizations would only be providing services to society up to a limited
amount. Social media has also boosted the growth of such organizations, for instance, the
United Nation children's fund agency has attained recognition of 8.1 million followers

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due to social media. Even though out of this a large number of individuals may still have
recognized the agency but the involvement of social media is significant.
Recommendations
Based upon the above research regarding the role of social media marketing for nonprofit
organizations there are multiple recommendations that would be made for such type of
organizations. The first recommendation for any non-profit organization is to utilize or
platforms of social media. Utilizing these platforms do not cost the organization, as a
result, it is important for such organizations to utilize as many platforms as possible to
target as much consumer as possible. However, there are certain platforms that must be
utilized due to a large number of individuals already existing upon such platforms for
instance Instagram, Facebook, Snapchat, and Twitter.
These platforms contribute towards a large amount of audience as a result they must be
utilized by any non-profit organization. Moreover having strength in the profile must be
considered by nonprofit organizations rather than an online advertisement. A
strengthened profile will result to be e an asset for the organization and will be retained
by the company for a longer period as compared to an online advertisement that will be
merely expenses.
Each non-profit organization must establish an appropriate social media marketing
strategy. An example of a social media marketing strategy that is the most appropriate for
nonprofit organizations includes getting the top leading social media platforms. For
example, Facebook is the most used social media platform all over the world with 2740
million active users. This means that any non-profit organization creating a page on
Facebook will have access to 2740 million individuals.
After creating an organization's page on Facebook, the organization has to create the
page to be more engaging and retaining the individuals' interest after they have arrived at
the page. For example, an attractive cover photo is to be created representing the
organization's primary activity and utilizing highly engaging colors. Furthermore, the
organization should provide all details on the page including a link to the organization's
website.

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Further, the organization must post at least three to four times a day regarding any
activity that the organization has performed and that contributes towards the
organization's primary goals. The link provided to the website must also be engaging for
the interested individuals arising from social media platforms to be retained.
Social media is not the only way for non-profit organizations to advertise or market their
activities. There are multiple other ways existing and utilized based organizations have a
world social media turns out to be the most appropriate one due to its inherent benefits.
Other modes of marketing include fundraising, engaging volunteers, the importance of
political or social change, and creating awareness through all means. Fundraising
includes campaigns prepared by non-profit organizations that are created with the intent
of collecting Charity and donations in any form depending upon the organization under
consideration for example and non-profit organization that has been created in order to
promote football may have a campaign created in which awareness regarding football and
its significance is provided with all the volunteers attending the campaign to be requested
regarding donating football equipment.
Furthermore, utilizing engaging volunteers includes collaborating with well-known
personalities such as highly recognized influences in order to target the people that such
influences have their influence upon. This is one form of creating awareness with
multiple other forms existing such as collaborating with multiple brands and other modes
of digital marketing. Lastly, putting pressure upon political parties is another method
utilized for example a nonprofit organization working for environmental safety may
initiate a campaign that requires activities having high pollution emissions to be
immediately stopped. Such campaign maybe having a strike forcing the related political
and legal parties to enforce such proposition.

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Conclusion
In conclusion, social media marketing has a significant role for nonprofit organizations.
Multiple non-profit organizations rely upon their social media presence, especially small
organizations. Social media also tends to provide a large number of benefits. Even though
certain drawbacks exist but such drawbacks are minimum as compared to the number of
advantages provided. Some of the widely recognized nonprofit organizations utilizing
social media include the metropolitan museum of art and the United Nations children's
fund agency. It is recommended to all nonprofit organizations regarding utilizing social
media as a part of their marketing efforts, which the appropriate social media strategy
utilize.
Because today all the world is on social media and the reach of social media is very wide
the social media is reached at every corner of the world and a common man spend more
than 2 hours daily on social media. So there is a huge base of social media across the
globe and this base of peoples are useful for Not Profit Organization to reach millions of
peoples for donation or other purposes.
By social media marketing the Ngo’s are not only reaching world but also it provides
information to others about various problems like on of famous topic how to save world
by reducing greenhouse gas emission or protection of environment by social media
marketing not only Ngo’s but also peoples are reaching Ngo’s for help it was easy for
them to identify that there is someone who help someone.
So at last I like to say that social media is very important tool of marketing for NGO’s
and also for other company’s this is the best medium of quick communication with public
about problems and solutions. There is lot of peoples who are eager to help someone but
they don’t know whom ho help and who by social media NGO’s reach public to
communicate whom to provide help and how. It is a very powerful tool if used correctly
then work perfectly and if not used correctly it destroy everything.

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RESEARCH METHODOLOGY
Research approach
The research approach is the way of thinking behind the exploration technique and
strategy. The examination theory contains the presumptions in regards to the perspective
of the world. The scholastic researchers generally accept Interpretivism or positivism as
the exploration approach for an investigation. The analyst applied positivism as the
examination approach for the current investigation. Positivism clarifies the connections
between two factors in a quantifiable way. For example, in the ebb and flow research
study, the scientist will in general inspect the connection between online media and
advertising of charitable associations. The specialist means to keep a target position
which is the primary nature of positivist methodology.
Research design
The current literature provides sufficient theoretical basis which implies that social media
plays a positive role in marketing of nonprofit organizations. Therefore, in this regard,
deductive reasoning is used for the study as the aim of deductive reasoning is to test an
existing theory. Deductive approach establishes the correlation between theory and data.
It is based on existing assumptions. The current research conducts a survey to analyze the
existing theory regarding the role of social media in marketing of nonprofit organizations.