methodology

__**Methodology**__ Non-profit organizations thrive on their ability to increase and successfully utilize the efforts of their contributors and supporters. Securing a devoted donor database is a challenging task for non-profit organizations but has been successfully completed by a plethora of different associations. Shepherds of Good Hope (SGH) has been faced with the challenge of utilizing social media to expand their donor database and acquire new donors between the age of twenty to thirty years old. Several different methods were implemented in order to determine the most efficient and beneficial social media platform to aid Shepherds of Good Hope in achieving their goal in securing a younger donor database. Firstly, in order to successfully solve SGH’s issue regarding donor database a number of research questions were posed in order to develop and execute a thorough strategy.

Secondly, in pursuance of answering the outlined research questions a number of cases studies were examined and a survey was assembled and distributed. Case studies are a valid mechanism in assisting with acquiring answers for the research questions because it allows for a thorough understanding of an event, activity, process or relationship. In addition, case studies serve as a tool for providing evidence to support the hypothesis that social media is beneficial for expanding a non-profit organization’s donor base. The use of case studies also provides the transition from research questions to making valid conclusions (J. Greenberg, personal communication, January 26, 2010). The case studies chosen to analyze reflect the success and challenges of a number of different non-profit organizations and their experiences using Facebook, Twitter, Youtube and Flickr. There are a gamut of social media networks that could possibly assist SGH with their mission but through strategic elimination of other social forums the four social media platforms were specifically chosen. Facebook, Twitter, Youtube and Flickr were chosen to analyze based on popularity among youth aged twenty to thirty and the versatility of each network to incorporate photos, video and text. An exemplary case study consists of the following characteristics: focused area of analysis, contextual detail, multiple data sources, working hypothesis and lessons learned and extendibility (J. Greenberg, personal communication, January 26, 2010). Each case study analysed focused on one of the four social media networks. As a result of SGH being a non-profit, community building, organization the case studies chosen incorporate contextual information regarding other non-profit organizations and their experiences with Facebook, Twitter, Youtube and Flickr. The non-profit organizations selected to analyze were American Red Cross, The Humane Society of the United States, Free the Children, Canadian Cancer Society, United Way Toronto, The Veterans of Foreign War, The Children at Risk Foundation, Lance Armstrong Foundation and March of Dimes. Each non-profit organization chosen focuses on community and international building in order to solve pertinent issues in society which is a fundamental aspect of SGH. Each case study remains within a two year radius in order to maintain relevancy for the research. To determine common trends between the use of social media and the success of non-profit organizations as well as provide validity for conclusions multiple case studies were examined. An average of three to five case studies per social medium was reviewed. Each case study began with a working hypothesis and provided conclusions that explained the lessons learned as a result of their familiarity with the particular social medium. The conclusions outlined in the various case studies were able to be extended to SGH’s challenge of expanding their donor database which is very important because theories cannot be derived and answers cannot be formulated without having relevant data or case studies that can be applied to determining a solution for the problem at hand. Moreover, a survey was also utilized in the process of acquiring answers regarding the usefulness of social media in expanding SGH’s donor base by attracting more youthful supporters. Surveys enable researchers to interview a large number of individuals simultaneously in order to observe themes that support the hypothesis. The survey was created using the online tool //Survey Monkey//. Ten questions were formulated that were focused on what social media sites were most popular, how frequent users accessed these sites, what attracts people to join causes on these forums, popular non-profit organizations that have been subscribed to and how organizations can maintain the support of users. The survey consisted of two open-ended and eight close-ended questions which enables a range of answers which provides depth to the research. The survey was distributed via Facebook, Twitter and email to individuals twenty to thirty years of age as a result the overwhelming response of Facebook users was taken into account. The survey was distributed online due to the fact that the research is centered around information technology and online communication; therefore, it was practical to use the internet to contact a large sample of people in a short amount of time. It is understood that SGH is an Ottawa based non-profit organization but the survey was distributed not only to a local demographic but it was also accessible to people around the world in order to receive a broader perspective and make succinct conclusions. The survey acquired two hundred responses. The responses were then used to create a coding frame. The coding frame is comprised of both a coding schedule and a coding manual which is then utilized to determine themes which can either support of disprove the hypothesis and answer the research questions. The coding schedule is a list of all variables from the survey responses that will be examined. The variables used were able to categorize the non-profit organizations listed by the survey respondents into religion, health, environment/wildlife, political, youth advocacy, community building and military. The coding manual enabled a value to be placed to each response and placed appropriately into each category. The coding schedule and manual was also utilized to determine the reasons why users support causes and what may deter their contributions. The themes observed in regards to maintaining support are frequent updates on social forums, users having limited time to access the organization’s page, users become interested in order to learn more about the social issue, users access the organization’s page as a pass time, or the cause personally affects the user. The combination of cases studies and surveys was a strategic decision made in order to answer the research questions because the results provided the most versatility and substance and provided a dynamic perspective on how social media could benefit The Shepherds of Good Hope.