A Thesis Paper On Quot Usage Of Social Media By Non-Profit Organizations To Create Brand Awareness Quot . Supervised By

A Thesis Paper
On
“Usage of Social Media by Non-Profit
Organizations to Create Brand Awareness”.
Prepared By:
Md. Helal Mridha
ID No. 115494
Department of Marketing
6th Batch
Jagannath University
Supervised By:
Sharmistha Chowdhury
Assistant Professor
February 28, 2016.

Letter of Transmittal
February 28, 2016.
Assistant Professor
Dhaka, Bangladesh.
Subject: Intern-ship Thesis Submission.
Dear Madam,
With due respect and humble submission, I would like to present my thesis
entitled ―Usage of Social Media by Non-Profit Organizations to Create Brand
Awareness‖ to you. This thesis paper is part and partial requirement for the
fulfillment of my B.B.A program in Marketing. I have tried my level best to
fulfill essential requirements.
I will be very grateful, if you could kindly provide me with your valuable
feedback on this study of mine. Hopefully, it will meet your requirements
and expectations.
Sincerely Yours
……………………………….............
Md. Helal Mridha
Id. No. 115494
Department of Marketing,
6th Batch

Student Declaration
I, Md. Helal Mridha, hereby provide total and complete assertion that the
entire thesis paper entitled ―Usage of Social Media by Non-Profit
Organizations to Create Brand Awareness‖ is prepared by me with the
guidelines that have been provided by my supervisor and through
maintaining the regulations of the institution as well. Proper citation of the
use literature has been done to ensure the authenticity of the research.
Along with that, I also assure that the research is authentic and genuine
from every dimensions of the research. And it is only prepared for academic
requirements not for any other purpose.
……………………………….............
Md. Helal Mridha
Id. No. 115494
Department of Marketing,
6th Batch

Supervision Declaration
I hereby declare that this thesis paper is prepared by Md. Helal Mridha, Id.
No. 115494, B.B.A Marketing, 6th Batch; using relevant documents
according to my assigned topic ―Usage of Social Media by Non-Profit
Organizations to Create Brand Awareness‖. I also certify that the thesis
paper is student‘s own work and effort, and all other sources of information
used have been acknowledged. The thesis paper seems authentic to me and
is submitted with my approval.
I wish him every success in life.
…………………………………………
Assistant Professor

Acknowledgment
My gratitude goes to the Almighty God for giving me this privilege and grace
to go through the entire process of writing this thesis.
I would like to acknowledge the contribution of my respected teacher and
supervisor Sharmistha Chowdhury to assist and guide me through the
entire process of conducting the research. It would not have been possible
for me without the helpful guidance of the supervisor to come up with a
study like this. Along with that I also acknowledge and give my heartfelt
gratitude to the respondents who gave in their precious time and response
that has made the research to be possible and authentic in the first place.
So I would like to thank specially my supervisor and the respondents with
all my heart that they have made it possible for me to conduct the entire
research successfully.

Executive Summary
Today no one can deny the role of social media marketing to set and market
throughout the globe. Social media is getting popular these days to promote
various brands. The impact of promotion through social media is immense
and gives a combination of speed and relevance. Brand awareness is one of
the important factors which boost up the organizations to reach its
destination. This thesis paper is based on the usage of social media by non-
profit organizations to create brand awareness. This research paper is an
exploratory research in nature as it aims to find the brand awareness of
various non-profit fundraising organizations. The researcher collects data
from primary source which is the survey with quantitative method. The
sampling of the data has been non-probability sampling that has been done
to sample the entire research. The data analysis of the research has been
done through various quantitative measures. The analysis and the findings
have been developed so that the objectives of the research could be met with
optimum efficacy.
Through the data analysis the finding of the research is that there is
moderate scale of awareness about the non-profit organizations. The non-
profit organizations do not get more donations because of the lack of trust
and reliability, and the different variables like- brand recall, brand
recognition, brand perception, customers responsiveness, etc. have positive
relationships with the usage of social networks for creating brand
awareness. The author has recommends some important issues to develop
for creating the proper brand awareness of non-profit organizations in
Bangladesh. In overall the research has been developed with the structured
guidelines that the research was supposed to follow and it has been capable
to find the actual result that will be beneficial to all the related aspects of
the research.

Table of Contents
Chapter 1: Introduction....................................................................................... 1
1.1 Introduction.............................................................................................................................1
1.2 Background of the Study ....................................................................................................2
1.3 Rationale of the study..........................................................................................................2
1.4 Aim of the Research..............................................................................................................3
1.5 Objective of the Research....................................................................................................3
1.6 Research Questions ..............................................................................................................4
1.7 Research Hypothesis ............................................................................................................4
Chapter 2: Literature Review ............................................................................. 5
2.1 Introduction.............................................................................................................................6
2.2 Social Media ............................................................................................................................6
2.3 The Usage of Social Media..................................................................................................7
2.4 The Usage of Social Media in Bangladesh.....................................................................8
2.5 Non-profit Fundraising ......................................................................................................10
2.6 Non-profit fundraising in Social Media ........................................................................11
2.7 Brand.......................................................................................................................................12
2.8 Brand Awareness.................................................................................................................13
2.9 Chapter Summary...............................................................................................................15
Chapter 3: Research Design and Methodology ............................................ 15
3.1 Introduction...........................................................................................................................15
3.2 Research Philosophy...........................................................................................................16
3.3 Research Approach .............................................................................................................16
3.4 Research Purpose................................................................................................................17
3.5 Research Strategy................................................................................................................18
3.6 Sampling Method.................................................................................................................19
3.7 Data collection Method......................................................................................................20
3.8 Data Analysis plan ..............................................................................................................21
3.9 Ethical Consideration.........................................................................................................21
3.10 Limitation of the Research.............................................................................................22
Chapter 4: Data analysis and Presentation................................................... 22
4.1 Introduction...........................................................................................................................22
4.2 Demographic Analysis........................................................................................................22
4.3 Quantitative Data Analysis (Survey Questionnaire).................................................24
4.4 SPSS Factor Analysis of Survey Responses................................................................30

Chapter 5: Major Findings................................................................................. 35
Chapter 6: Recommendation............................................................................ 37
Chapter 7: Conclusion........................................................................................ 38
Chapter 8: References & Bibliographies ........................................................ 40
Chapter 9: Appendices ....................................................................................... 45
Appendix - A: (Survey Questionnaire) ..................................................................................45
Appendix - B: (Survey Results)...............................................................................................51

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Chapter 1: Introduction
1.1 Introduction
Fundraising is one goal nonprofit organizations may have when considering
the use of social media. With the use of social media in fundraising,
however, nonprofit organizations are faced with questions of whether they
should participate in this trend, whether they can predict their success, and
whether they can alter their behavior in a way that increases their likelihood
of raising funds.
Social Media, today, is among the best opportunities available to a brand for
connecting with prospective consumers. Social media is the medium to
socialize. It has a strong impact on the consumers brand knowledge and
awareness. Nowadays, due to advancement of technology, social media is
considered as the right way to get right information at the right time by the
consumer.
Like other organizations, the non-profit fundraising organizations are also
utilizing the very effective benefits from the usage of social media. The
nonprofit organizations use different social networks as a tool for creating
their brand knowledge and brand awareness to reach very crucial donors.
So the social media has effective impact on the increasing brand awareness
of non-profit organizations.
In this thesis paper, the author will discuss the usage of social media by
non-profit organizations to create brand awareness. For completing the
thesis paper, the author will describe certain necessary issues like
background of the study, rationale of the study, aim of the research,
objective of the research, research questions, and research hypothesis. The
author will also discuss essential literature reviews, research design and
methodology, data analysis and presentation. Finally the author will
describe the crucial findings from the analysis and according to the findings;
the author will recommend certain significant factors about the brand
awareness of non-profit organizations through the usage of social media.

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1.2 Background of the Study
The study aims to find out the impact of the usage of social media by non-
profit organizations to reach potential donors through creating significant
knowledge and brand awareness in Bangladesh. The thesis is mainly
focused on measuring the brand awareness of non-profit organizations
because of the usage of social networks in Bangladesh. The background of
the study is based on the basic changes of non-profit fundraising brand
awareness programs through the important usage of social media.
Social media is very common in nowadays and the usage of social networks
is increasing day by day in Bangladesh. For the development of information
and communication technology in Bangladesh, the popularity of different
social networks is increased. Also the usage and the effectiveness of those
various social media influence our life and activities in different ways.
Likewise the nonprofit fundraising is also impacted by the usage of social
media. Thus there are created and applied some crucial changes in
traditional non-profit fundraising promotions. So the background of the
whole study is to determine and analyze the brand awareness of non-profit
organizations in case of the usage of social media in Bangladesh.
1.3 Rationale of the study
The thesis topic is the determination of the usage of social media by
different non-profit organizations for reaching very crucial donors by
increasing potential brand knowledge and awareness in the context of
Bangladesh and the traditional non-profit fundraising.
This is an appropriate research issue because the study will help to know
the current non-profit fundraising condition and consumer‘s brand
knowledge about certain non-profit fundraising organizations in Bangladesh
that will assist the non-profit fundraising organizations and fundraisers.
This will also showed the different aspects of brand awareness in
fundraising and contributing donations and that will also help the

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contributors and fundraisers to know and making decisions on their
functions and contributions. This research can be effective in non-profit
fundraising processes and to the various non-profit organizations.
The research will shed light on the knowledge about the condition of the
current non-profit organizations brand awareness through social media
usage. The author will be able to know about the factors that are
responsible to the increasing of non-profit organizations brand knowledge
and awareness in terms of the usage of social media by non-profit
organizations.
1.4 Aim of the Research
The aim of a research is the basic point or topic of the research. The aim of
the research is what we are mainly focused or try to identify, determine, or
understand from the certain research. So the aim of the research is very
potential for any research or thesis.
In terms of this thesis, the aim of the research is to find out the brand
knowledge and awareness of peoples about nonprofit fundraising
organizations in Bangladesh through the usage of social media by different
non-profit organizations.
1.5 Objective of the Research
Usually the objective of a research is broader than the aim of the research.
In this objective of the research, the author tries to divide the main aim of
the research in some important parts so that the author can do the research
properly and can find out or reach to the research target. Here the author
determines some crucial objectives of the research in following:
 To find out how the non-profit organizations can use social media
networks to create brand awareness.
 To identify the effectiveness of the usage of social media by non-profit
organizations.

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 To analyze the brand knowledge and awareness of peoples about the
non-profit organizations from the usage of social networks by different
non-profit organizations.
 To recommend how the non-profit organizations can improve their
brand knowledge and awareness through the appropriate usage of
social media.
1.6 Research Questions
Research questions are the specific questions that a researcher sets to figure
out the certain answers he/she is looking for. The author tries to set some
vital questions for finding out the certain changes of non-profit fundraising
methods in Bangladesh. Those research questions are in below:
 How can the non-profit organizations use social media networks to
create brand awareness?
 What is the effectiveness of the usage of social media by non-profit
organizations?
 What are the impacts of the usage of social networks by different non-
profit organizations for creating the brand knowledge and awareness
of peoples about the non-profit organizations?
 How can the non-profit organizations improve their brand knowledge
and awareness through the appropriate usage of social media?
1.7 Research Hypothesis
To make crucial research hypothesis, the author has identify some certain
variables for conducting the research and to reach certain conclusion. So
the variables are:
 Brand Recall
 Brand Recognition

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 Brand Reliability & Loyalty
 Brand Perception
 Customer Responsiveness & Involvement
So from the above variables, the author has determined some research
hypotheses in following:
H1: There is positive relationship between the usage of social media by non-
profit organizations and their brand recall of their customers.
profit organizations and their brand recognition.
profit organizations and their brand reliability and loyalty of their
customers.
profit organizations and their brand perception.
profit organizations and their customer responsiveness & involvement.
Chapter 2: Literature Review
Chapter two of the thesis is literature review. To review of proper and
relevant topics and factors of the research according to different secondary
sources; such as- books, journal, articles, related websites, etc. From those
secondary sources, the author is discussed the relevant facts critically. The
literature review will be capable of demonstrating the inter link between the
aspect that will be discussed within the literature review in depth
(Saunders, 2009).

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2.1 Introduction
In this thesis paper, the author is emphasized on the better review of
various related topic of the research. So the author selects certain topics for
the literature review of the thesis; the usage of social media by non-profit
fundraising organizations: reaching potential donors through creating
significant brand knowledge and awareness in Bangladesh. Those specific
and relevant points of the literature review are social media, the usage of
social media, the usage of social media in Bangladesh, non-profit
fundraising, non-profit fundraising in social media, brand, and brand
awareness.
2.2 Social Media
A social network is a set of human beings in digital form which represent
the registered users who are linked by relationships extracted from the data
about their activities, common communication or direct links gathered in
the Internet based systems (Musial and Kazienko, 2013). It can also be
defined as a social structure made of nodes, which are usually individuals
or organizations tied by one or more specific types of relations, such as
financial exchange, friendship, passion, trade, web links, hobbies, etc.
(Dorn, 2010). It connects people with all different types of interest. In social
networks, people connect to one another and this principle is used to
analyze their position (Musiał and Kazienko, 2013).
Social networking is based on developing communication and building
relationships through sharing views and information. The most well‐known
social software applications are wikis, weblogs, social networking sites,
instant messaging (Assaad and Gómez, 2011), social book‐marking,
podcasting, social search engines and RSS (Rich Site Summary) feeds
(Maged et al., 2007).

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Weblogs are usually maintained by an individual with regular entries of
commentary, descriptions of events, or other material such as graphics or
video (Assaad and Gómez, 2011; Barsky, 2006), Social networking sites are
used as instruments for building virtual communities, or social networks,
for individuals with similar education, lifestyles, interests, or activities
(Bolotaeva and Cata, 2011) i.e. Facebook, Twitter, Skype, Hi5, Orkut,
MySpace and LinkedIn, etc. (Musial and Kazienko, 2013).
Instant messaging is a form of real‐time communication between two or
more people based on typed text (chatting) is transmitted over the Internet
(Dorn, 2010) i.e. Google Talk, Google Mail and Yahoo Messenger etc. (Maged
et al., 2007), Social bookmarking is used to collect and annotate (tag) their
favorite web links in an online (Maged et al., 2007; Dorn, 2009), podcasting
is considered as a part of the field of video‐audio‐on‐demand and refers to
the production and provision of media files (audio or video) through the
internet (Assaad and Gómez, 2011) and RSS Feeds (Really Simple
Syndication or Rich Site Summary) is used to exchange web content (Lin,
1999).
2.3 The Usage of Social Media
Use of the internet and social media has grown substantially over the last
decade, and the use of these new web-based technologies for work related
activities has been a major part of that. In 2009 a face-to-face survey of
2013 individuals randomly selected from UK households found that 70 per
cent of the population were using the internet, an increase from 59 per cent
in 2003, based on a response rate of 62 per cent. Among employed internet
users, 61 per cent made some use of the internet at work, spending on
average seven hours a week online at work (Dutton Helsper & Gerber 2009).
Around 91 per cent of businesses with ten or more employees have internet
access (ONS 2010).

8
While internet usage has grown, the way people are using the internet has
also changed. More interactive online technology such as blogs, social
networking sites such as Twitter and Facebook and other innovations which
are part of greater interactivity and user-generated content that characterize
so-called ‗Web 2.0‗ – i.e. sites allowing users to interact and collaborate with
each other in a social media dialogue – have become more prominent. 49 per
cent of internet users engage in social networking online, up from 17 per
cent in 2007 (Dutton Helsper & Gerber 2009).
Facebook, the most prominent social networking site, is second only to the
Google web search engine in terms of internet traffic according to the Alexa
internet rankings (Alexa 2011), with over 500 million users worldwide and
26 million UK users (BBC 2010). YouTube follows Facebook in terms of
traffic and Twitter, a microblogging site begun in 2007, is tenth in the Alexa
rankings, with around 3.7 million users in the UK (Optix 2010). This
suggests that use of social networking has grown significantly, but does not
provide information on its purpose and whether there are implications for
employment issues (Boyd and Ellison, 2007).
2.4 The Usage of Social Media in Bangladesh
Internet was introduced in Bangladesh through an UUCP (Unix-to-Unix
copy) email connectivity in 1993 by Pradesta Ltd. (Rahman, 2002), and the
online Internet service activated in June 1996 when VSAT (Very Small
Aperture Terminal), a satellite communications system, was legalized by
Bangladesh Telegraph and Telephone Board (BTTB).The Board gave VSAT
permission to two Internet service providers- Information Services Network
(ISN) and Grameen Cybernet, to install VSAT data circuits in the same year
(Azam, 2007; Internet World Stats, 2004; and Rahman, 2002). At that
moment, the Internet penetration rate in Bangladesh was as low as 0.2%,
compared to Thailand 9.3%, Maldives 5.2%, Vietnam 4.2%, India 1.7%,
Pakistan 1.0%, and Sri Lanka 1.0% (Internet World Stats, 2004).

9
Bangladesh is one of Asia‘s giants of LDC‘s consisting of more than 160
million people. 50% of the people in Bangladesh maintain their living
standards below the international poverty line (UNICEF Report, 2012). 5% of
the people (approximately 33.43 million people) of our country are
habituated to use the Internet and out of them 95% use mobile devices to
connect to social networks.
In Bangladesh, Facebook and YouTube are the most useful social
networking sites. The penetration growth rate of social networking in
Bangladesh is 2% or around 50,000 people per year. Based on our national
economics, Bangladeshi people are not still familiar with social networking
due to the limited income level since an hour of Internet access in an
Internet cafe in Bangladesh costs the equivalent of 70% of the average daily
income. There is a dominant age‐group (18‐24) in the user pool of social
networking.
Although internet penetration rate in Bangladesh is marked very low, a big
online community is gradually developing. According to the Bangladesh
Telecommunication Regulatory Commission (BTRC), the total number of
Internet Subscribers in Bangladesh has reached 36.64 million at the end of
October 2013. About 35.11 million of them use the Internet through mobile
phones, while the rest (1.53 million) use broadband Internet from Internet
Service Providers (ISPs), PSTN (public switched telephone network), and
WiMAX operators. A major portion of this internet community is using social
media regularly. However, the most visited web sites in Bangladesh (in
accordance with their rank) are shown in below:

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Figure: The most visited web sites in Bangladesh
(Source: Alexa, 2014)
With the wave of globalization, the social structure of the country is
changing. The mobility of rural people to urban area, increased highly
educated group, and people‘s eagerness toward online shopping are greatly
marked in this changing social structure. As the urban people lack the
infrastructural opportunities to pass their leisure time, they are increasingly
motivated to pass their time interacting with friends and family members in
social media.
2.5 Non-profit Fundraising
The vast amount of literature dedicated to research for nonprofits‘ online
fundraising efforts generally points to similar conclusions. Those public
relations strategies and practices that regularly incorporate fundraising
programs into their process tend to be the most successful. Different options
for donations open up many more possibilities, like in-kind donations and
planned gifts versus a one-time donation (Waters, 2007, p. 61).

11
Traditional donation methods are still just as important as online donations
because the popularity of social media is still relatively new and growing.
Even though a discussion board may not seem important for raising money,
using various two-way communication methods helps ―the organization (to)
determine what information a potential donor wants to see before making an
online donation‖ (Waters, 2007, p. 63).
Ninety-four percent of organizations sampled in the study by Waters stated
that stakeholders give donations over the Internet. Studies show that
various options for donations, online stores, receipt confirmation and
thanking donors are common among successful nonprofits (Waters, 2007, p.
67). Literature commonly refers to two ways, interactive communication as
the best way to get people involved and willing to donate.
The growth of the Internet has allowed nonprofits to seek funds in new
ways. It has also allowed all organizations to ask for funds on the same
level, regardless of the size of the organization. As long as the organization
addresses all of a donor‘s potential questions and needs, the Internet and
social media tools provide an excellent way to reach out to new donors.
2.6 Non-profit fundraising in Social Media
Fundraising specialist Bryan Miller explains the concept of the ‗networked
age‘. People from the Baby Boom generation, downwards, are not
‗networked‘ because they are digitally connected with each other; they are
‗networked‘ because they have lost trust in traditional institutions (such as
government, church, political parties, traditional media) and they attach far
more importance to their personal networks instead. These age groups value
the opinion of their peer groups more, no matter if they are communicating
online or offline. Combine this with both an increase in wealth and the easy
accessibility to a range of publicly available online data, and one
understands that fundraisers nowadays deal with a more informed, more

12
critical and more demanding generation of prospective donors online and
offline (Dorn, 2010).
‗Dorothy Donor‘ gave to charity because we asked. That was all she needed.
She believed in what charities stood for and that they would spend her
money wisely. Not so her sons and daughters, the Baby Boomers. They‘re far
more demanding... and they just love ear-marking! They want to know what
their gifts will achieve, preferably something tangible which they could even
visit one day!
Consumers, audiences and donors in the networked society should be
approached in a manner that takes this renewed critical awareness and
revived confidence in peer groups into account. Miller sees the following
quote as the motto of future fundraising: ‗stop interrupting what people are
interested in and be what people are interested in.‘9 This is where social
media starts to play a very powerful role (Ellison, 2007).
Social media provides vast public discussion platforms where real people
can interact with each other. It gives plenty of opportunities to both
organizations and audience members to talk and listen to each other, in a
non-hierarchical way. As opposed to the traditional ways of communicating,
there is no controlled content or messages arranged by institutions, and
there are a lot of occasions for peer recommendations.
2.7 Brand
The word brand is derived from the Old Norse word ‗brandr‘, which means
―to burn‖. Brands were, and still are, the means by which owners of cattle
mark their animals to identify them. The American Market Association
(AMA) defines brand as a ―name, term, sign, symbol or design, or a
combination of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competition‖
(Keller, 2003).

13
In a wider perspective, a brand is the symbol of all information connected
with a product or service. A brand typically includes a name, logo, and other
visual elements such as images or symbols. It also covers the set of
expectations associated with a product or service which typically arise in
peoples‘ minds (Hankingson, 1996).
One of the brand‘s purposes is to be an identity to the products and services
so that it can be separated from other products and services in the same
category. In that way, just by seeing the name or the logo, the customer gets
a certain indication of the product. The brand knowledge may work as a
protection both for the customer and the manufacturer (Aaker, 1991).
Brand cannot only be seen as an identifier. Schmitt states that a memorable
name and a good image is not enough; the company has to deliver
experiences. Schmitt suggests two approaches to branding; the first is to see
the brand as an identifier where the names, logos and slogans give the
consumers awareness and a specific image. The other approach is to see the
brand as an experience provider where the names, logos, slogans, events
and other consumer contacts give the consumers sensory, affective, creative
relations and lifestyles with the brand (Schmitt, 1999).
2.8 Brand Awareness
In general, awareness describes peoples‘ perception and cognitive reaction to
a condition or event. Awareness does not necessarily imply understanding
as it is an abstract concept. Awareness may be focused on an internal state,
such as an instinctive feeling, or on external events such as sensory
perception (Marton, 1997).
Booth (1997) give good examples of awareness: People have earlier
experience of a certain situation and are aware of that. They are also aware
of who they are, the background to the circumstances, where being located
as well as the emotions to the place, what time of year it is and what day it

14
is, and also what to do the rest of the day. Even though, there is awareness
of everything at the same time, the intensity varies. Peoples‘ awareness is
reshaping its structure constantly, and what we call awareness is the sum
of the individual‘s experience. So it is possible to do one thing while still be
aware of many other things.
Brand awareness is the capacity of consumers to recognize or remember a
brand, and there is a linkage between the brand and the product class, but
the link does not have to be strong. Brand awareness is a process from
where the brand is just known to a level when the consumers have put the
brand on a higher rank; the brand has become the ―top of mind‖ (Aaker,
1991).
Brand awareness is much about communication. This is how Aaker (1991)
explains the awareness and recall of a name: ―A name is like a special file
folder in the mind which can be filled with name-related facts and feelings.
Without such a file readily accessible in memory, the facts and feelings
become misfiled, and cannot be readily accessed when needed.‖ Brand
awareness is dependent upon both the situation and the level of achieved
awareness.
Brand recognition: This level is the first stage of brand awareness. It is
when the consumers can recognize a specific brand among others; ―aided
recall‖. Aided recall can also be explained as a situation where a set of given
brand names from a given product class is shown. The task is then to
identify the recognized names. Brand recognition is major when consumers
face the buying procedure (Matron, 1997).
Brand recall: This is upon the consumers to name the trademark in a
product class. Apart from level one, this is an ―unaided recall‖ since there
are not given any examples of specific brands. The role of brand recall can
also be vital for regularly purchased products like coffee, detergent, and
headache remedies, for which brand decisions usually are made prior going
to the store. Further on, in some categories (such as cereal) there are so

15
many recognized alternatives that the shopper is overwhelmed (Booth,
1997).
Top of mind: A brand that is ―top of mind‖ is the first brand that
consumers think of within a given product class (Aaker, 1991). Brand
awareness is important since a lot of the consumers feel that if the brand is
well known it has good quality. Most important is not that the brand is well
known, it is what it is known for (Melin, 1999).
2.9 Chapter Summary
The purpose of the thesis is to analyze the brand knowledge and brand
awareness of peoples about different non-profit organizations because of the
usage of social media. So to understand the thesis topic and related issues,
the author has described the specific and relevant points in the literature
review. So in the above, the author has discussed very crucial description of
social media, the usage of social media, the usage of social media in
Bangladesh, non-profit fundraising, non-profit fundraising in social media,
brand, and brand awareness from studying various secondary sources.
Chapter 3: Research Design and Methodology
The research design and methodology are the structure that the research
paper will be following in case of conducting the entire research. The
research design and methodology are the frame work that will guide the
entire prospect of the research.
3.1 Introduction
The research methodology will elaborately illustrate all the aspects such as
the research philosophy, research approach, research purpose, research
strategy, the sampling method, data collection method, data analysis plan,
ethical consideration, and also the limitation of the research. These all are
discussed according to the entire methodology of the thesis paper.

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3.2 Research Philosophy
Much of this chapter is concerned with the method or way in which research
will collect and analyze data to answer research question. The most
important issues are underlying the selection of data collection methods or
techniques and procedures of analysis. Research philosophy is important
because it contains important assumptions of research view-point about the
world and these assumptions will help underpin the research strategy and
method.
Johnson and Clark (2006) suggested that the important issue is how well
the researchers able to reflect efficiently upon the philosophical choices and
selections and defend those in relation to alternatives could have adopted.
The frequent debate exists among the academicians in terms of choice
between interpretivism and positivist research philosophy.
The researcher will adopt interpretivism that associated with the
philosophical position of idealism, and is used to group together diverse
approaches, including social constructionist, phenomenology and
hermeneutics; approaches that reject the objectivist view that meaning
resides within the world independently of consciousness.
3.3 Research Approach
Among the approaches of the research there is inductive approach and there
is deductive approach. The inductive approach in the research is the
approach by which the researcher collects data, analyze data and thus
formulate a theory and the entire research approach is based on formulating
a new theory. Data collection, data analysis and presentation everything is
done through the aspect of creating and generating a new theory (Malhotra,
2008).
On the other hand the deductive approach is the other way around. The
deductive approach starts with a theory and hypothesis in their hand and
then collects and analyzes data so that the theory can be proved. The

17
deductive approach is abed on analyzing the data and thus research the
findings based on the data so that the research can be done accordingly
(Clark, 2006).
In this research as there are some theories such as the creating brand
awareness through the usage of social media by non-profit fundraising
organizations so it can be said that the research is deductive approach in
general as it will collect and analyze data to prove that particular theory.
3.4 Research Purpose
Based on the situation of the research there are three basic type of research
purpose. Exploratory research and descriptive research and causal research
are two basic type of research purpose. Exploratory research is designed to
find out the insight and perception of problem or situation. It focuses on the
search of the problem through the understanding of the insight of the
problem or the situation. The main function of these type of research is to
formulate a problem and thereafter define and explain the problem more
concisely through identifying alternative course of action and develop
hypothesis based on the problem. Apart from this, this research also focuses
on the isolates key variables and forms relationship to reach the findings of
the research (Malhotra, 2008).
On the other hand the descriptive research is of the major objective to
describe the characteristic of a group of people of the function of the group
of people. It tends to analyze and explain the function of the group of
peoples as well as determine the characteristic of the group of people
through the findings of the research. The descriptive research is done in
general to find out the characteristics of a certain group of the function of
the certain group. Through the descriptive research it is also possible that
the perception of the product or service can be identified through this
research.

18
However, the causal research is made in order to obtain evidence regarding
the cause and effect of the relationships among two factors. Through the
causal research the author is able to find the relationship that is present
along with the amount to which factors affect and has impact on the other
factor is determined through the causal research design (Malhotra, 2008).
So, in case of the research that is being done by the author, the author has
selected the means of finding out the brand knowledge and awareness of
peoples through the usage of social media by different non-profit fundraising
organizations in Bangladesh. So the purpose of the research is exploratory
research as it aims to find the changes of non-profit fundraising brand
awareness through the proper usage of social media.
3.5 Research Strategy
Research strategy is the process and steps that the author will be taking in
case of conducting the research entirely. The research strategy has to
specify the aspect it is going to address as well as the method that the
research will follow in order to reach the findings of the research. The
research strategy has to be developed in a certain way so that the entire
research can be conducted through following that strategy.
Research can be conducted in two methods. The methods are applicable and
related in respect of the subject of research and the implication that comes
along with it. The methods of research are the qualitative method and the
quantitative method.
Qualitative research is done based on the conceptual data that is gathered
from the population. Qualitative research identifies the findings through the
experience and theoretical analysis of the related implications of the subject.
(Levin 2003).
Quantitative research is the research that is done through statistical
analysis of the derived data. Quantitative research deals with the number

19
and statistical evidence present as information to reach conclusion and
make decision from the research. The probability of the quantitative
research to be accurate is more compared to the qualitative method (Rubin
2003).
This report will be done through the quantitative method. Entire process of
research methodology will be based on the quantitative approach. The
analysis and findings from the research will be incurred through the
quantitative method of research.
The questionnaire that will be used in the research will be close ended
questions. The questionnaire will be asked to the respondents through
online Google forms and the response of the participants will be recorded
and thus the information regarding the data of the research will be
developed. Hence, there are other measures that the author has to ensure
that the close ended questions should be developed in terms of the factors
that have to be discussed in the entire research.
The survey will be used as the tool because it will let the researcher to focus
highly on each independent variable and thus measure the impact of those
variables on dependents variables. The various methods of data collection
and the sampling of the data also fall in the category of broader research
strategy which will be discussed later on (Sundaby, 2006).
3.6 Sampling Method
Sampling is a process by which the collected data from the population is
sorted in a comparative low group of data. The method that is used to take
some data as sample for the population is regarded as the sampling. There
are various sampling methods. The most common sampling method is the
probability sampling and the non-probability sampling. The probability
sampling includes the probability of every person to be selected for the
sampling in the other hand the non-probability sampling does not leave any
room for the sampling of everyone rather some selective sampling is done
through non probability sampling. Probability sampling is able to put forth

20
more accurate data compared to the non-probability sampling (Marshal,
2010).
Therefore, non-probability sample technique will be used.
The non-probability sampling is normally associated with exploratory and
explanatory subjective matter. Convenience sample involves haphazard
selection those cases are easiest to obtain (Saunders, 2009). The sample size
of the research will be 100 (respondents) for survey questionnaire.
3.7 Data collection Method
The research will collect data from the basis of the quantitative analysis so
that there will be some structured close ended and open ended
questionnaire that will be applied in terms of the quantitative data analysis.
Participants will be needed to answer each one questions using a scale from
1 to 5, with 5 being ―Strongly Agree‖, 4 being ―Agree‖, 3 being ―Neutral‖, 2
being ―Disagree‖ and 1 being ―Strongly Disagree‖. The survey will be done on
the respondents to collect the primary data that will be used in the data
analysis of the data (Schiffman, 2007).
Apart from research there are various sources of secondary data as well. The
government publication, newspaper, books, journals etc. are the sources of
the secondary data. In case of secondary data the author will collect data
from the relevant secondary sources that will justify the relevance of the

21
data with the objective of the research. Critical analysis along with compare
and contrast will be made in order to assure proper use of the data (David,
2001). See Appendix: A for the sample survey questionnaire.
3.8 Data Analysis plan
Data analysis is done keep the main objective of the research in
consideration. The author will analyze the data efficiently so that the
available data get the best use of it. The author will use quantitative
approach in case of research method and probability sampling in analyzing
the information. Data analysis will be done through proper statistical
illustration and calculation to get the exact result. The author will use
various tools and software such as Microsoft Excel, SPSS and other related
applications to analyze the data properly and statistically.
In presenting the findings of the research the author will utilize various
software and application as well such as various illustrations to exemplify
the findings through pie chart, graph chart, bar chart and many other
illustrative tools.
3.9 Ethical Consideration
The access to information and ethics are critical and crucial aspects for
success of research project. The researcher will use secondary data to
understand existing contextual and theoretical frameworks whereas will use
primary data to compare with theoretical frameworks derived from literature
review to understand contemporary situation of the non-profit fundraising
through social media in Bangladesh. The confidentiality will be respected in
accordance with data protection act. The purpose of the study already
explained; even it is disclosed to the participants that participation is
entirely voluntary. Sufficient time will be given to the participants to
understand the matter to answer (Marshall and Rossman, 2006).

22
3.10 Limitation of the Research
In case of completing the research the author will face various limitations.
The most common limitations are faced regarding the time, money and
resource. The research was developed to be as much accurate as possible in
spite of the present limitations of time, money and resource. Other than that
there is limitation of knowledge that we sincerely request out respected
teacher to consider. Through effective planning and proper minimization of
the inputs the author managed to formulate satisfying output from the
research.
Chapter 4: Data analysis and Presentation
4.1 Introduction
In order to do data analysis the author has collected the data that is
necessary to conduct the analysis and has analyzed it accordingly to the
method of the research. As the research data has quantitative data so the
data analysis has to be done through various quantitative measures. The
analysis of the quantitative data is elaborated in the following:
4.2 Demographic Analysis
The demographic analysis will indicate the number of male and female took
part in the data collection process and what part of the population were
male and female is analyzed through the demographic analysis. Apart from
the gender aspects such as the education, age limit, profession, family
income, etc. are also analyzed in the demographic analysis to give better
information about the findings.
 Gender Analysis
The survey responses indicate that most of the respondents were the male
which was about 71% and the female were 29% of the respondents in the
survey. It may indicate the male users of different social media are more

23
than the female user. The data analysis may also indicate that the males are
more aware than females about the non-profit fundraising organizations in
Bangladesh.
 Age Variation Analysis
The age variation of the respondents shows the most of the people on which
the survey was conducted are young (21-30). The research shows that about
59% of the respondents were aged from 21-30. And about 25% participants
were from 31-40. So it may represent that the young generations are the
most users of various social media in Bangladesh.
 Educational Background Analysis
From the analysis of the survey responses, it can be said that the most
respondents of the survey were graduate. It‘s about 54%. So it may prove
that the respondents were mostly highly educated.
 Analysis of Occupation
The author identifies that the participants of the survey mostly students. It
shows that about 54% respondents were students. It may indicate that the
students are most aware about the non-profit organizations from social
media.
 Family Income Analysis
From the analysis, the author determines that the family income of
respondents. The highest respondents (33%) family incomes were in 21,000-
35,000 TK. Besides 26% respondents family incomes were in 36,000-50,000
TK, 25% were in above 50,000 TK and the lowest respondents (16%) family
income were below 20,000 TK.
So overall demographics analysis, the author has come to a conclusion that
the Social media users are mostly male and they are young generations.

24
Besides the respondents were mostly highly educated and student. And
finally the highest rate 33% respondent‘s family income were around
21,000-35,000 TK.
4.3 Quantitative Data Analysis (Survey Questionnaire)
The quantitative data has been collected through conducting close ended
questions. The questions were designed to answer the various objectives
that have been underlined in the research. Each of the objectives was
analyzed through getting the data related to the objectives through 4-5
questions per objective. In total there have been 25 questions that will be
analyzed through the five likert scale. 1 being ―Strongly Disagree‖ and 5 will
be ―Strongly Agree‖.
Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
1 2 3 4 5
Through the quantitative data analysis the findings will be generated and
through analyzing the data the research findings will be met and the
research objectives will be met as well. The quantitative data analysis is
stated in the following:
In the basis of strongly agree (5) to strongly disagree (1). As the author has
taken 100 responses from survey, so the highest points for a statement is
500 (100×5) and the lowest points is 100 (100×1). Here the author identifies
the total points for each statement, the average points of each statement
and the total points for each variable, the average points of each variable
according to the responses of the participant.
So from the total points and average points of every statement and variable,
the author determines three categories of respondents according to the

25
brand awareness of non-profit organizations through the usage of social
media. They are-
 Highly Aware Respondents
 Moderate Aware Respondents
 Unaware Respondents
 If the average point of a variable or statement is 4 or more than 4, then
the author takes the respondents as ―Highly Aware Respondents‖.
 If the average point of a variable or statement is 3 or more than 3 and
less than 4, then the author takes the respondents as ―Moderate Aware
Respondents‖.
 If the average point of a variable or statement is less than 3, then the
author takes the respondents as ―Unaware Respondents‖.
SL
No.
“Brand Recall” Statements Total
Points
(Out of
500)
Average
Point
1. You are familiar with one or more non-profit
organization(s) through social media.
355 3.55
2. You can recall one or more non-profit
organization(s) from social media advertisement.
358 3.58
3. You can recall different programs & events of non-
profit organization(s) through Social media.
369 3.69
4. From social media official page of certain non-profit
organization(s), you can recall their Brand Mission
& Vision.
276 2.76
5. You can recall different advertisement of non-profit
fundraising organization and their activities through
Social media.
316 3.16

26
6. You can recall one or more requests for donations
by various Non-profit Organization(s) through social
media.
360 3.60
Total 2034 20.34
Average 339 3.39
 From the above table, the author identifiers that about the ―Brand Recall‖
variables, the respondent has the moderate awareness in terms of the
brands awareness of the non-profit fundraising organizations. Although
the statement about recalling the brand mission and vision, it can said
that most of the respondents were unaware.
SL
No.
“Brand Recognition” Statements Total
Points
(Out of
500)
Average
Point
7. You can recognize one or more logo(s) of non-profit
organization(s) from social media advertisement.
352 3.52
8. Through certain non-profit organization‘s name, you
can recognize their various activities.
374 3.74
9. The non-profit organization(s) keep you informed on
issues relevant to their Mission & Vision through social
media.
343 3.43
10. So from different logo(s), Mission(s), Vision(s); you can
recognize certain brands of non-profit organization (s).
338 3.38
Total 1407 14.07
Average 351.75 3.52

27
 From this ―Brand Recognition‖ table, the result shows that the
respondents were moderate aware about recognizing different non-profit
organizations through social media.
SL
No.
“Brand Reliability & Loyalty” Statements Total
Points
(Out of
500)
Average
Point
11. You are reliable and loyal to one or more non-profit
organization(s).
344 3.44
12. You are reliable and loyal to them because you are
connected and have experience with Non-profit
organization(s) through Social media.
343 3.43
13. You are influenced by your friends & family or you
recommend your friends & family to connect with
different Non-profit Organization(s) through social
media.
356 3.56
14.
The usage of social media is more successful to
retain their current Donors through creating
knowledge and awareness among them.
351 3.51
15. Acquiring new donors is more effective and
successful through increasing awareness by the
usage of Social media.
360 3.60
16. The social media is more efficient communication
system with target audiences in order to receive
more donations and have a greater impact of
creating Non-profit Organization(s) Brand
awareness.
338 3.38
Total 2092 20.92
Average 348.67 3.49

28
 The third variable ―Brand Reliability & Loyalty‖ has 3.49 average points
from the responses of the participants. So the author determines it as
moderate awareness.
SL
No.
“Brand Perception” Statements Total
Points
(Out of
500)
Average
Point
17. Social media are the most Important Communication
Channels to Nonprofit organizations for improving
certain brand knowledge and awareness.
343 3.43
18. Non-profit Organization(s) are creating knowledge and
awareness about their organizations through the various
usages of social media.
366 3.66
19.
The Non-profit Organization(s) are reaching their
significant donors through social media communications
by increasing their Brand awareness.
353 3.53
20.
The social media networks have been more effective for
reaching new potential supporters and donors for Non-
profit fundraising in Bangladesh.
352 3.52
Total 1414 14.14
Average 353.50 3.54
 In terms of the ―Brand perception‖ about the non-profit fundraising
organizations, the respondents were most aware according to the highest
average points of 3.54. So the author thinks that it is a positive factor for
various non-profit organizations ion Bangladesh.

29
SL
No.
“Customer responsiveness & involvement”
Statements
Total
Points
(Out of
500)
Average
Point
21. You have donated fund to one or more Non-profit
Organization(s) being acknowledged through social
media advertisement.
293 2.93
22. Non-Profit Organization(s) have contacted you to perform
volunteer work through social media and you have
joined.
299 2.99
23. The messages of Non-profit organization(s) are reaching
to the right and target audience through brand
awareness by the usage of social media.
350 3.50
24. By social media communications, Non-profit
Organization(s) are making new opportunities to connect
and build relationship with donors through increasing
potential knowledge and brand awareness.
362 3.62
25. The usage of social media by Non-profit Organization(s)
is increasing the impact within the community and
getting community members more involved in non-profit
fundraising through making certain awareness.
360 3.60
Total 1664 16.64
Average 332.80 3.33
 The ―Customer responsiveness & involvement‖ variable gets the lowest
average points 3.33 according to the above table. So the author identifies
that although the social media users are moderately aware about the
non-profit brand knowledge and their activities, but they are inactive
about their responsiveness and involvement in performing different
voluntary works and donating to the non-profit organizations.
N.B. The illustrations of survey responses of 100 participants have been
included in Appendix B.

30
4.4 SPSS Factor Analysis of Survey Responses
Using the SPSS software, the author has analyzed the factor analysis of the
responses of the participants. The author input certain variables in SPSS
and also input the 100 participant‘s responses very carefully. After
completing the primary data input, the author has analyzed the certain
factor analysis according to the specific criterion. The author analyzes the
correlation matrix and their significances, KMO & Bartlett‘s Test, certain
communalities of every questions of Survey, the explanation of total
variance, scree plot, factor matrix, rotated factor matrix, factor
transformation matrix, factor plot in rotated factor space, and factor score
coefficient matrix. So those analyses are discussed in following:
Communalities Analysis: The communalities of the survey responses are
analyzed through the principle axis factoring extraction method. The table in
the next page shows various specific communalities of the survey responses.
From the analysis, the author finds out that, the initial communalities of all
questions are above 0.50.
Total Variance Analysis: The next page has two tables besides the
communalities tables. They are the total variance explained table and the
KMO & Bartlett‘s Test. In total variance explained table, the analysis shows
certain initial eigenvalues, their percentage (%) of variance, and cumulative
percentage of 25 factors according to the survey responses. There are also
Rotation Sums of Squared Loadings according to the initial eigenvalues of
factors. In the analysis table, the sums of loadings show three highest
valued factors. These factors are very crucial for the research topic.
KMO and Bartlett’s Test: There are analysis of the KMO and Bartlett‘s
Test. The test result shows that the Kaiser-Meyer-Olkin Measure of
Sampling Adequacy is 0.873 which is positive result. Besides the Bartlett's
Test of Sphericity comes up with the result of Approx. Chi-Square 2.305E3,
df 300, and significance 0.000.

31
N.B. Because of very large table that couldn‘t bring in word file from SPSS,
so the author has defined the certain survey questions specific short form.
Such as – for defining survey questions 1, the author uses (SQ1) or for
survey questions 25 (SQ25) in analysis table. To see the details survey
questionnaire, please see in Appendix A.

32
Rotated Factor Matrix Analysis: In the next page, there is a very
significant table of rotated factor matrix. The author uses Principal Axis
Factoring extraction method, Varimax with Kaiser Normalization rotation
method, and in the analysis the rotation converged in 6 iterations.
Rotated factor matrix analysis with varimax rotation was performed on the
survey data. Rotated factor matrix analysis is the commonly used method
for grouping the variables under few unrelated factors. Variable with a factor
loading ≥ 0.5 are grouped under a factor. A factor loading is the correlation
between the original variable with the specific factor and the key to
understanding the nature of that particular factor (Debasish, 2004).
The rotated factor matrix table shows certain 3 factors and their value
according to the specific questionnaire statements, their responses, and
their relations among the 3 factors. The author has highlighted the highest
values above 0.50 in three different colors in those factors. According to the
highlighted values, the author has studied the survey questionnaire and
from the study, the author identifies three potential factors of the rotated
factor matrix. Those factors are:
 F1: Impact of social media
 F2: Use of social networks
 F3: Lack of Trust
The first 12 variables of the rotated factor matrix table loaded strongly on
Factor 1, which are related and have focused on reaching certain crucial
factors of social media. So the author defines the first factor as ―impact of
social media‖. The next 10 variables emphasize on the social media,
advertisements, non-profit organizations activities, mission, vision, and the
customer involvement through social media. That‘s why the author selects
―use of social networks‖ as the Factor 2. The last 3 variables focus on the
lack of voluntary performance and donations of peoples, so it can be identify
as the ―lack of trust‖ which is the third factor.

33
The above rotated factor matrix table has provided the varimax rotated
factor loadings against the mentioned 25 variables or survey questions.
Moreover, factor analysis using Varimax rotation finds three derived factors.
According to table, impact of social media factor (F1) has an Eigen value of
7.504 and explains 30.017% of total variance. The Eigen values of the
second factor, the use of social networks (F2) and third factor lack of trust
(F3) are 6.712 and 1.851 with explained variance 26.849% and 7.405%
respectively. The cumulative variance accounted for by all the three factors
was 64.271%.

34
Scree Plot Analysis: Scree Plot is formed by plotting the number of factors
against their respective Eigen values (Hackett and Foxall 1999). In the
present analysis in the above graph, an elbow in the Scree Plot suggests the
retention of three factors (factors one to three may be connected by a line in
a more vertical plane, whilst factors four to ten join in a more horizontal
plane). Together the three factors accounted for 64.271% of the cumulative
variance. The Eigen values for the three factors were: Impact of social media
F1 (7.504), Use of social networks F2 (6.712), and Lack of Trust F3 (1.851).
Factor Analysis Findings: The result of the initial estimation of the factor
analysis was shown a well-fitting model. From the output of KMO and
Bartlett's Test; it was absolutely clear to the researcher that samples taken
were absolutely accurate and sampling accuracy was 0.873 which was far
greater than .6 (Coakes and Steed, 2001).
From the Rotated Factor Matrix, it is found that factor one Impact of social
media (F1) run with the significant variables SQ25, SQ15, SQ13, Q17,
SQ23, SQ3, SQ5, SQ19, SQ11, SQ9, SQ1, SQ7 with loading respectively
.763, .756, .755, .752, .746, .745, .741, .739, .718, .683, .678, .657
individual loading value. For Factor two Use of social networks (F2) the
significant variables were: SQ18 (.786), SQ16 (.783), SQ24 (.773), SQ14

35
(.766), SQ8 (.761), SQ6 (.737), SQ12 (.720), SQ10 (.705), SQ20 (.705), SQ2
(.618) and finally for Factor three Lack of Trust (F3), the significant variables
were SQ22, SQ4, and SQ21 with loading value .759, .739, and .563.
From the factor analysis it is clear that the certain variable statements of
survey questionnaire have direct and effective impact on the identified three
factors Impact of social media, Use of social networks, and Lack of Trust.
Chapter 5: Major Findings
Every research is conducted to carry out relevant findings regarding the
problem of the research. Outcomes of the research are very important to
know the improvement areas and take necessary actions to do so. In this
part of the research, relevant findings will be discussed those can be
identified through the process of the research. So the author discusses the
major findings of the research from data analysis in following:
 The author finds out that the users of the social media are mostly young
generation and they are mostly students and higher educated, so the
research shows that the students and educated young generations have a
better knowledge and brand awareness about the different non-profit
organizations.
 The most respondents cannot recall any brand mission & vision of any
non-profit organization from the social media official page of certain non-
profit organization(s). But around 65% respondents can remember one or
more requests for donations from different non-profit organizations from
social media.
 The author identifies that around 45% respondent cannot recognize
certain brands of non-profit organization (s) from their various activities,
different logo(s), Mission(s), Vision(s). But around 64% respondents can
recognize one or more logo(s) of non-profit organization(s) from social
media advertisement.

36
 The analysis also shows that most of the respondents are influenced by
their friends & family or they recommend your friends & family to
connect with different Non-profit Organization(s) through social media.
 From the survey results, the author has identified that most of the
respondents think that the usage of social media is more successful to
retain their current donors and it also more effective and successful
acquiring new donors through increasing awareness among them.
 The author has determined from the analysis that the social media
networks have been more effective for reaching new potential supporters
and donors for Non-profit fundraising in Bangladesh.
 Although most of the respondents have not donated or performed any
voluntary work to non-profit organizations, most of them think that the
messages of Non-profit organization(s) are reaching to the right and
target audience through brand awareness by the usage of social media.
 The author identifies that there are three potential factors Impact of
social media, Use of social networks, and Lack of Trust. Those factors
have significant influence on creating brand awareness of non-profit
organizations.
From the above findings, it can be said that there is some very crucial
positive and a few negative relationship between the usage of social media
by non-profit organizations and certain brand awareness variables of the
research.

37
Chapter 6: Recommendation
From the above data analysis and various major findings about the usage of
social media by non-profit fundraising organizations to reach potential
donors through creating brand knowledge and awareness; the author
identifies certain matters that should develop the non-profit organizations of
Bangladesh for a better and sustainable brand image and brand awareness
through the usage of different social networks. So the author recommends
those crucial factors in next page:
 As there are less female social media users are aware about the various
non-profit organizations and their activities, the certain non-profit
organization should focus on increasing the brand awareness and
involvement of more female users of social media.
 The non-profit organizations should emphasize on involving the middle
aged or above 40 years old peoples in their different fundraising events
and activities; because they are most potential donors.
 To create a better brand recall awareness, the non-profit organizations
should increase various advertisements and events in social media and
should ensure that the promotional programs reach to the target
customers effectively.
 The non-profit organizations should create verified official pages in
different social networks; like- Facebook, Twitter, YouTube, Instagram,
Whattsapp, etc. Thus the non-profit social media can inform necessary
information; such as- brand mission, vision, logo, relevant event details,
and other essential information; to their followers or customers.
 The non-profit organizations have to focus on designing various online
and social media contents to facilitate the connections with significant
donors so that the organizations can earn more donations.
 The author recommends that the non-profit organizations should invest
more to improve their social media promotions and campaign to increase
their brand image and brand awareness.

38
 The author strongly recommends that non-profit organizations should
increase the reliability and loyalty of the peoples about their
organizations and activities through necessary brand knowledge and
awareness programs in social media.
 To create better and sustainable brand awareness, the non-profit
fundraising organizations should emphasize on determining the right
target areas, what strategy and information should share or reach to the
target areas, and most importantly observe and listen to the vital donors
and social media users.
 As the social media is an opportunity to creating brand awareness for the
non-profit organizations, they should utilize the opportunity through the
usage of social media by increasing the impact within the community and
getting community members more involved in non-profit fundraising
through making certain awareness.
So the above are the various recommendations for the non-profit fundraising
organizations to reach potential donors through creating significant
knowledge and brand awareness by the usage of social media.
Chapter 7: Conclusion
Social media is a strong and potent communication tool. It presents brands
with enormous reach and endless communication possibilities. The entire
research is done on the prospect of the usage of social media by non-profit
organization for creating brand awareness. The first chapter of the research
is based on the introductory aspect of the research that includes the basic
objective, aim, hypothesis and research questions that the research paper
will aim to find the answer of. The second chapter of the research is the
literature review where the entire literary topic has been discussed in
proportion. In order to do that, proper citation and referencing has been
done following the Harvard referencing system. Topics such as social media,
the usage of social media, the usage of social media in Bangladesh, non-

39
profit fundraising, non-profit fundraising in social media, brand, and brand
awareness has been discussed in the literature review.
The research methodology chapter indicates the entire process through
which the research was done in general. The research is quantitative in
nature. The research approach is deductive research approach which will
collect the data from primary as well as secondary sources. The primary
source is the survey questionnaire that was done by the author to find the
necessary data. The gathered data was analyzed properly in terms of the
statistical and numerical measure. Through the data analysis the finding of
the research is that there is moderate scale of brand awareness about non-
profit organizations. The non-profit organizations do not get more donations
and involvement of peoples because of the lack of trust and reliability. The
different variables like- brand recall, brand recognition, brand perception,
customers responsiveness, etc. have moderate positive relationships with
the usage of social media to create brand awareness. The author has
recommends some important issues to develop for creating the proper brand
awareness of non-profit organizations in Bangladesh. In overall basis the
research has fulfilled the objective of the research with accurate justification
and optimum efficacy.
Therefore, for building up a brand or creating a better brand awareness, a
marketer or any organization must remember to: Be personal, be in
dialogue, be a Product, Be a community, be social now.

40
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45
Chapter 9: Appendices
Appendix - A: (Survey Questionnaire)
Dear participant,
A warm welcome goes to you at the beginning for being
cooperative with me. I am a student of Jagannath University, Department of
Marketing and I am conducting a Research on ―The usage of social media
by non-profit fundraising organizations: Reaching potential donors
through creating significant knowledge and brand awareness”. I am
conducting this survey as a partial requirement for my thesis paper making
and I ensure you that all the data given by you will be held confidential and
will be used only for academic purpose. I will be thankful to you for this
cooperation.
Section-1: Demographics Analysis
1. Name (Optional): ……………………….
2. Gender
(a) Male (b) Female
3. Age
(a) Below 20 (b) 21-30 (c) 31-40 (d) Above 40
4. Educational background
(a) S.S.C (b) H.S.C (c) Graduate (d) Post-Graduate (e) Others
5. Occupation
(a) Student (b) Service holder (c) Business (d) Others
6. Family income
(a) Below 20000 (b) 21000-35000 (c) 36000-50000 (d) Above 50000
7. Phone No. / Email (Optional): ……………………

46
Section-2: Survey Questionnaire
Using a scale from 1 to 5, with 5 being ―Strongly Agree‖ and 1 being
―Strongly Disagree‖, 3 being ―Neutral‖, please indicate the extent to which
you agree or disagree in the following particular statements.
Strongly
Disagree
Disagree Neutral Agree Strongly Agree
1 2 3 4 5
 Please give your precious opinion in the following statements about
“Brand Recall” in case of Non-profit Fundraising Organizations.
1. You are familiar with one or more non-profit organization(s) through
social media.
2. You can recall one or more non-profit organization(s) from social media
advertisement.
3. You can recall different programs & events of non-profit organization(s)
through Social media.
4. From social media official page of certain non-profit organization(s), you
can recall their Brand Mission & Vision.

47
5. You can recall different advertisement of non-profit fundraising
organization and their activities through Social media.
6. You can recall one or more requests for donations by various Non-profit
Organization(s) through social media.
“Brand Recognition” in case of Non-profit Fundraising
Organizations.
7. You can recognize one or more logo(s) of non-profit organization(s) from
social media advertisement.
8. Through certain non-profit organization‘s name, you can recognize their
various activities.
9. The non-profit organization(s) keep you informed on issues relevant to
their Mission & Vision through social media.
10. So from different logo(s), Mission(s), Vision(s); you can recognize certain
brands of non-profit organization (s).

48
“Brand Reliability & Loyalty” in case of Non-profit Fundraising
Organizations.
11. You are reliable and loyal to one or more non-profit organization(s).
12. You are reliable and loyal to them because you are connected and have
experience with Non-profit organization(s) through Social media.
13. You are influenced by your friends & family or you recommend your
friends & family to connect with different Non-profit Organization(s) through
social media.
14. The usage of social media is more successful to retain their current
Donors through creating knowledge and awareness among them.
15. Acquiring new donors is more effective and successful through
increasing awareness by the usage of Social media.

49
16. The social media is more efficient communication system with target
audiences in order to receive more donations and have a greater impact of
creating Non-profit Organization(s) Brand awareness.
“Brand Perception” in case of Non-profit Fundraising Organizations.
17. Social media are the most Important Communication Channels to
Nonprofit organizations for improving certain brand knowledge and
awareness.
18. Non-profit Organization(s) are creating knowledge and awareness about
their organizations through the various usages of social media.
19. The Non-profit Organization(s) are reaching their significant donors
through social media communications by increasing their Brand awareness.
20. The social media networks have been more effective for reaching new
potential supporters and donors for Non-profit fundraising in Bangladesh.

50
“Customer responsiveness & involvement” in case of Non-profit
Fundraising Organizations.
21. You have donated fund to one or more Non-profit Organization(s) being
acknowledged through social media advertisement.
22. Non-Profit Organization(s) have contacted you to perform volunteer work
through social media and you have joined.
23. The messages of Non-profit organization(s) are reaching to the right and
target audience through brand awareness by the usage of social media.
24. By social media communications, Non-profit Organization(s) are making
new opportunities to connect and build relationship with donors through
increasing potential knowledge and brand awareness.
25. The usage of social media by Non-profit Organization(s) is increasing the
impact within the community and getting community members more
involved in non-profit fundraising through making certain awareness.

51
Appendix - B: (Survey Results)
Section-1: Demographics Analysis

53
Section-2: Survey Questionnaire Analysis

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