The Use of Social Media for Non-Profit Organisations to Meet Social Goals; An international comparison between Saudi Arabia and the United Kingdom

Abstract

This thesis explores and examines the impact of using social media for non-profit organizations (NPOs) to meet the social goals of their communities in relation to Saudi Arabia and the United Kingdom. The current study aims to identify the best practices for using social media as a tool to attract clients and donors, who are the main resources for NPOs in both Saudi Arabia and the UK. Additionally, it seeks to indirectly measure the level of competence of Saudi NPOs in social media marketing. This study, which employs an interpretivist inductive approach and a qualitative method, aims to gain a deeper understanding of the use of social media by non-profit organizations. The study conducted 52 interviews with ten non-profit organizations in both Saudi Arabia and the UK, using a case study approach to understand their use of social media for marketing purposes. The study found that the use of social media differs from one association to another in terms of activity, management, material capacity, and the human element controlling the content published on social media. In addition, each association has its own problems that hinder the optimal use of these auxiliary tools. As part of their strategic plans, social media has become a modern and important way to attract the attention of donors and customers. Collaborating with influential individuals is a key strategy for reaching the largest possible audience. The study also found that social media can help people connect, learn, and help each other, especially during crisis times like COVID-19.