Breaking barriers: online collaboration for nonprofit campaigning

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.