Non-profits Organizations and Donors’ Volunteerism: Perceptions on Facebook Values for Relationship Building

Abstract

In spite of the fact that social media tool such as Facebook continues to grow in popularity and regarded as innovative communication tool that have played a significant role in organizational settings particularly in transforming the business’ and company’s values very limited attention has been given to its exploration for the enhancement of non-profit organizations. Therefore, this research explores how strength of trust and relationship as fostered by the use of Facebook influences attitudes of donors and public in Libya toward volunteering for and making charitable gifts to support non-profit organizations. Thematic data analysis technique was used to analyze interviews data.  However, qualitative computer data analysis software (NVIVO 10) was used to analyze the data to facilitate the process of storing, sorting, coding, analyzing and emergence of representation of the data. Based on the findings from the study, it is been recommended that non-profit organizations in Libya pay more attention to the needs of donors in the area of adequate information, accountability and personalization through Facebook. This is important because, many donors have claimed to be highly interested in these as determinants of future donations.

Keywords: Relationship building, non-profit organization, Facebook, donors, Libya