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Breaking barriers: online collaboration for nonprofit campaigning

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Whole thesis(2.41 MB)

Date

2013

Authors

Supervisor

Frommherz, Gudrun

Item type

Thesis

Degree name

Master of Communication Studies

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

Online communication tools provide new opportunities for collaboration between nonprofit organisations and volunteers. This study seeks to develop a model for online collaboration between the expert volunteer and an NPO. Part of the study is based on creative practice as a mode of inquiry alongside more traditional data types such as interviews. Findings of the study indicate that the frequency and quality of interaction between the key stakeholders in a campaign is a most critical requirement for a successful remote collaboration. This study not only contributes to emerging knowledge about online fundraising and awareness campaigning but also delivers a detailed communication model for nonprofit causes. As there are considerable variations in the use and application of online video as a campaigning tool, areas for further research are highlighted in the concluding section of this thesis.

Description

Keywords

Online, Campaigning, Digital, Video, Fundraising, Nonprofit, Collaboration, Communication, New media, Social media, Practice-based research, e-Philanthrophy, Strategy

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DOI

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Rights statement

Permanent link

https://hdl.handle.net/10292/5941

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Masters Theses