Research On Non-profit Organizations Marketing In The Social Media Environment

In recent years, non-profit organizations(NPO) has been developed in a large scale.They need marketing to improve their own visibility and seek the active support. However,the traditional media has limitations. With the development of NPO, social media has beenwidely used in their works. Traditional marketing is different of NPO, whose purpose is toestablish the brand to attract volunteers, raise funds and to disseminate the objectives of theOrganization. Based on this, this thesis first combed the characteristics of the socialmedia,Social media has the characteristics of participation, openness, communication,community and low-cost, providing a low-cost and convenient communication channel fornon-profit organizations,and it also provides a basis for precision marketing.Then thisthesis described the current situation of the marketing of NPO and their problems,that isthe limitations of traditional media, the strength of the gap and the low awareness of risk.Next, this thesis consider that communication strategy of social media has3steps,first,pre-survey, grasping the characteristics of the audience in the social mediaenvironment;second, maintenance of online window scientificly;at last, link the online andoffline channels for integration of communication.