Driven by their mission, nonprofit organizations (NPOs) contribute day by day to a better world – by providing humanitarian aid, protecting endangered species, or caring for patients. However, the third sector has faced deep and drastic changes over the last years: as nonprofit organizations are in constant competition for funds, staff, influence, and public attention, they experience a growing pressure to operate effectively.
But how do NPOs cope with this pressure, which strategies do they develop and how do they implement their plans? And above all: how do they communicate with their stakeholders in these processes? How do nonprofit organizations manage their communications to ensure their stakeholders’ trust and their support (e.g., through visual communication and social media)?
These questions lie at the heart of our research.