First Advisor

David Gerbing

Date of Award


Document Type


Degree Name

Bachelor of Arts (B.A.) in Business Administration: Marketing and University Honors


Business Administration


Nonprofit organizations -- Marketing -- Technological innovations, Social media, Social marketing, Internet marketing, Photographs, Facebook (Electronic resource)




Social media has become an immensely valuable tool for nonprofit marketing strategies. Social media platforms such as Facebook and Twitter provide free tools for nonprofit organizations to spread awareness, build their organizational identity, communicate with their stakeholders, and inspire action and involvement. These outlets have therefore, for many organizations, become an essential component of their marketing communications. Developing effective strategies that maximize social media post engagement is beneficial in aiding organizations to achieve their marketing goals. This study focuses specifically on Facebook photo posts due to the platform’s widespread use and the high potential of visual media to provoke audience engagement, and aims to identify effective strategies for combining various text functions and types of photo content in order to maximize engagement from followers.


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