Nonprofit Who? Using Storytelling as an Online Marketing Strategy
Disciplines
Social and Behavioral Sciences
Abstract (300 words maximum)
Nonprofit organizations often struggle with adequately communicating the issues or problems that they are facing. As a result they have a difficult time in demonstrating the impact that they are making in the community. A method to overcome this is to develop a marketing strategy. Researchers across many disciplines have widely recognized and implemented the power of storytelling in marketing strategies (Gilliam & Flaherty, 2015). A literature review on storytelling was completed that showcases scientific studies of brain synchronization, brain chemical change, narrative transportation theory, and high arousal emotions. These studies’ findings demonstrate how storytelling capture attention, create a connection, and persuade its audience.
Nonprofit organizations such as Good Samaritan Health Center of Cobb have an opportunity to use storytelling as a marketing strategy. Nonprofit organization have access to different mediums and communication channels for storytelling, such as a website and social media. Currently, Good Samaritan lacks a strong online presence through its website and social media accounts. Additionally, it does not have an online marketing strategy. This deliverable consists of first developing a Social Media Strategy Plan in order to create a Social Media Practices Manual. This practices manual also contains step-by-step guidelines on maintaining and updating their website and social media accounts, as well as tips on how to integrate stories into the different communication channels.
Academic department under which the project should be listed
WCHHS - Social Work and Human Services
Primary Investigator (PI) Name
Darlene Xiomara Rodriguez
Nonprofit Who? Using Storytelling as an Online Marketing Strategy
Nonprofit organizations often struggle with adequately communicating the issues or problems that they are facing. As a result they have a difficult time in demonstrating the impact that they are making in the community. A method to overcome this is to develop a marketing strategy. Researchers across many disciplines have widely recognized and implemented the power of storytelling in marketing strategies (Gilliam & Flaherty, 2015). A literature review on storytelling was completed that showcases scientific studies of brain synchronization, brain chemical change, narrative transportation theory, and high arousal emotions. These studies’ findings demonstrate how storytelling capture attention, create a connection, and persuade its audience.
Nonprofit organizations such as Good Samaritan Health Center of Cobb have an opportunity to use storytelling as a marketing strategy. Nonprofit organization have access to different mediums and communication channels for storytelling, such as a website and social media. Currently, Good Samaritan lacks a strong online presence through its website and social media accounts. Additionally, it does not have an online marketing strategy. This deliverable consists of first developing a Social Media Strategy Plan in order to create a Social Media Practices Manual. This practices manual also contains step-by-step guidelines on maintaining and updating their website and social media accounts, as well as tips on how to integrate stories into the different communication channels.