COMMUNICATION STRATEGIES OF CHARITABLE ORGANIZATIONS ON SOCIAL MEDIA

Анотація

The article analyzes the communication strategies of charitable organizations on social media as a tool for building trust, developing fundraising, and influencing public opinion. The study focuses on the specific features of SMM communication used by organizations working in the field of supporting children from institutional care and promoting the ideas of deinstitutionalization. The main functions of social media in the activities of charitable initiatives are identified: fundraising, informational and educational, communicative, and reputational. The importance of a systematic content strategy that combines educational materials, storytelling, reporting, and informational posts is emphasized. Special attention is paid to the ethical and legal aspects of covering issues related to children deprived of parental care, particularly the need to comply with legal regulations and ethical principles when creating content for social media. The role of tone of voice as a component of the communication strategy that ensures organizational recognition and audience loyalty is highlighted. Based on the analysis of the activities of the non-governmental organization “3D – Let’s Help Children” on Instagram, it has been determined that educational and substantive posts generate the highest level of audience engagement, as they meet the public demand for competent and accessible information. The study proves that an effective SMM strategy contributes to building a sustainable community, expanding the partnership network, and increasing awareness of the problems of institutional care. Social media are considered a strategic communication channel that not only promotes the activities of charitable organizations but also exerts media influence on social processes and supports reforms in the field of child protection. It is noted that an effective SMM strategy ensures not only an informational presence in the digital space but also fosters trust, encourages civic engagement, and promotes the establishment of humanistic values in society.

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