Department - Author 1

Journalism Department

Degree Name - Author 1

BS in Journalism



Primary Advisor

Dan Eller


This report takes a look at how the role of public relations in nonprofit organizations is changing with the increasing popularity of social media tools. Social media encompasses a wide variety of interactive Web tools like e-newsletters, Facebook, YouTube, blogs, discussion boards, and more. As literature, research, interviews, and a case study suggest, these tools are important because they keep the public engaged and informed about an organization. More specifically, this project looks at the benefits of social media on fundraising, volunteerism, and branding. Although social media is new to many public relations practitioners, social media helps not only the growth of the organization but also donations, awareness, and volunteers. Kahlo Cultural Center, a new nonprofit organization in San Luis Obispo, is used as a case study. By looking at their current social media tools suggestions can be made for improvement based on research findings. Social media, especially in hard economic times, should be used and updated consistently within any nonprofit organization to gain and sustain as much support as possible.