Honors Theses
Date of Award
Spring 5-8-2025
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Chris Sparks
Second Advisor
Brad Conaway
Third Advisor
Evangeline Ivy
Relational Format
Dissertation/Thesis
Abstract
Digital storytelling has emerged as a powerful tool in nonprofit marketing, reshaping how organizations engage donors, communicate their mission, and drive action. This thesis explores the impact of digital storytelling in nonprofit marketing, analyzing how nonprofit organizations leverage various digital platforms – websites, email marketing, social media—and frame their messages to enhance donor engagement. Using framing theory as a foundation, the research examines how the way nonprofit messages are structured influences donor perception and behavior. Through a literature review, case study analysis of Charity: Water, and survey data, thstudy evaluates key storytelling techniques such as positioning the donor as the hero, using statistics to highlight impact, and sharing personal testimonies. Findings reveal that well-framed digital storytelling fosters emotional connections, strengthens donor trust, and increases participation, outperforming traditional marketing approaches. Additionally, the study highlights generational differences in digital engagement, emphasizing the importance of tailored marketing approaches. By harnessing the power of digital storytelling through an effective framing lens, nonprofits can maximize visibility, credibility, and donor engagement in an increasingly digital landscape.
Recommended Citation
Cote, Haley, "The Impact of Digital Storytelling in Nonprofit Marketing: Increasing Donor Engagement" (2025). Honors Theses. 3378.
https://egrove.olemiss.edu/hon_thesis/3378