Using Social Media as a Marketing Communication Strategy: Perspectives from Health-Related Non-Profit Organizations

The continued growth of nonprofit organizations (NPOs) has caused major competition to create awareness of their funding needs and services. Consequently, NPOs have begun to increase the use of social media as a marketing communication strategy. Therefore, the main aim of the study is to examine the drivers and barriers associated with using social media marketing communication tools among health-related NPOs in South Africa. The study employed a qualitative method and conducted semi-structured interviews with 13 marketing professionals from selected NPOs. The results propose that the allure of cost-effectiveness and fundraising potential, as well as fostering donor relationships and deeper community connections, serve as drivers for social media usage in marketing communication activities. Conversely, limited knowledge, budget constraints, time restrictions, and prevailing circumstances are noteworthy barriers. The study makes an important contribution to the drivers and barriers associated with using social media among health-related NPOs in a developing-nation context.