Browsing by Author "Rehema Evelyne"

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    The Effect of Social Media Usage On Non-- Non-Governmental Organization Performance: A Case of NGOs in Ethiopia.
    (Addis Ababa University, 2024-06) Rehema Evelyne; Dr. Amanuel Woldearegay
    The proliferation of social media presents opportunities and challenges for non-governmentalorganizations (NGOs) to leverage these platforms for their missions. This study examines howNGOs in Ethiopia incorporate social media and explores the impacts on organizationalperformance aspects. Through a mixed-methods approach combining qualitative case studies andquantitative surveys, the research investigates social media strategies, platform usage patterns, and perceived effects across stakeholder engagement, advocacy, fundraising, and operationalareas. The findings reveal Instagram, Facebook, Twitter, and WhatsApp as the most prevalentplatforms used for sharing updates, promoting initiatives, and volunteer mobilization. However, NGOs face significant challenges including limited budgets, staffing constraints, skills gaps, anddifficulties measuring returns on social media investment. Despite these obstacles, the studyindicates NGOs perceive social media as highly effective for raising public awareness, engagingexisting supporters, and policyadvocacy, though less impactful for audience growth andfundraising. Qualitative insights highlight the need for comprehensive strategies, formalizedguidelines, dedicated personnel, and organizational culture shifts to optimize social mediaintegration. The study contributes empirical Ethiopian NGO sector evidence on social media'smultifaceted influences. Results inform capacity-building priorities, resource allocation, and strategic communications policies to empower NGOs in harnessing digital platforms' potentialwhile navigating unique constraints. The results from the study shows that NGOs shouldemphasize investing in social media governance frameworks, professional development, andcross-sector collaboration to amplify civil society's voices and development impact throughthoughtful technology adoption. viiKeywords: Social media, NGOs, Ethiopia, organizational performance, stakeholderengagement, advocacy, fundraising, capacity building, digital strategy