| Abstract | This study is a close examination of the importance of three topics: social media, celebrity endorsements and nonprofit organizations. Extensive secondary research was conducted to better understand the relationship between nonprofits and celebrity en-dorsements, nonprofits and social media, and social media and celebrity endorsements. Primary research was conducted using a content analysis approach to understand how nonprofit organizations use social media. Two nonprofits were chosen: the LiveStrong Foundation and UNHCR. The Twitter and Facebook feeds of the two organizations were analyzed for two consecutive months, in order to determine the relationship between the amount of engagement of posts and the type of post. The research showed that the ma-jority of posts had a neutral tone and were informational in nature. An engagement varia-ble was then created to look at the relationship between the amount of engagement of posts and characteristics such as the tone, topic area and nonprofit strategy. Posts including a visual aspect such as a photo or video gained higher levels of engagement, as did posts with a positive tone and those that included a reference to a ce-lebrity. Although the majority of posts were informational, posts that were categorized as community-based received the most engagement, while action-based posts received the least amount of engagement. |
