Advanced search

#Donate: the role of social media in academic library fundraising

Joyce Garczynski (Towson University, Towson, Maryland, USA)

The Bottom Line

ISSN: 0888-045X

Publication date: 8 August 2016

Abstract

Purpose

The purpose of this study is to examine the extent to which academic libraries are using social media to fundraise, what tactics they are using to fundraise on social media and how academic libraries’ social networks are responding to their fund-raising efforts.

Design/methodology/approach

This research is a content analysis of 276 posts from 2015 on the Facebook, Twitter and Instagram accounts of 16 academic libraries.

Findings

This study found that academic libraries are just beginning to use social media for fund-raising with many adopting non-profit best practices that brought significantly more likes and shares/retweets to their accounts.

Originality/value

This research is one of the few systematic examinations of how libraries use social media to discuss fund-raising, and the findings suggest tactics for libraries to adopt in their fund-raising posts to generate more likes and shares/retweets.

Keywords

Citation

Garczynski, J. (2016), "#Donate: the role of social media in academic library fundraising", The Bottom Line, Vol. 29 No. 2, pp. 60-66. https://doi.org/10.1108/BL-02-2016-0013

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Manage cookies

We’re listening — tell us what you think

Join us on our journey