Project Title

Nonprofit Who? Using Storytelling as an Online Marketing Strategy

Presenters

Academic department under which the project should be listed

WCHHS - Social Work and Human Services

Faculty Sponsor Name

Darlene Xiomara Rodriguez

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.

Project Type

Poster

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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.