| Keywords [eng] |
Digital marketing, social media campaigns, Non-profit organisations (NPOs), Digital transformation, Stakeholder engagement, Facebook marketing, Donation behaviour, African non-profits, Digital communication strategy. |
| Abstract [eng] |
The thesis explores the strategic application of social media campaign by Afrika Tikkun, a non-profit organisation in South Africa focused on youth development, in the wider context of resource-strained African non-profit organisations (NPOs). In view of the increasing speed of digital transformation in the emerging markets, the social media platforms offer affordable visibility, stakeholder interaction, trust-building, and resource mobilisation opportunities. In South Africa specifically, ubiquitous internet penetration and the ongoing popularity of Facebook have made digital platforms the key instruments of non-profit communication. Nevertheless, the ongoing socio-economic disparity, increased donor accountability, institutional distrust, and operational limitations, such as dwindling organic reach, algorithmic instability, expensive data charges, and audience scepticism, keep undermining the online performance of most African NPOs. Based on a positivist research philosophy, the study follows a descriptive, quantitative single-case study design.The data were gathered on a structured five-point Likert-scale questionnaire that was used on the digital marketing and communication ecosystem of Afrika Tikkun. Though the census aimed at 80 respondents, 83 valid responses were retained after the data screening, which is a guarantee that the respondent will be fully represented. The analysis of data was performed utilizing IBM SPSS Version 27 with the help of descriptive statistics and the barely relevant inferential knowledge to examine the patterns and perceptions. The results represent moderately positive internal evaluations of the social media performance of Afrika Tikkun. Stakeholder engagement is viewed to be effective in creating awareness and communicating the mission but weaker in ensuring interactive conversation. Facebook is pointed out as the best platform to be visible, credible, and aligned with the audience. Although the issue of resource constraint and alterations in algorithms are noteworthy, respondents note the high adaptability to organisational changes and potential to collaborate. The outcomes of the suggestions on behavioural impacts indicate that social media campaigns show a moderate effect on the decision to make a donation but have the high ability of influencing volunteering participation, especially by using clear communication and youth-oriented storytelling. The research adds to the context-sensitive conceptual framework that classifies the dominant forms of campaigns and focuses on the narrative authenticity, agility of the campaign, and trust-building as the fundamental forces of digital effectiveness. Thus, it questions universalised prescriptions of digital communication and proposes dominant-platform literacy, a practitioner-based approach, and authenticity instead of high production value. |
