Faith Yellin, Danielle Duggan, Joshua Aguilar, Becky Seuferer-Tamplin, & Dr. Weldon Zane Smith
Habitat for Humanity has experienced a notable decline in volunteer engagement since the 2020 pandemic, despite implementing new strategies and hiring a dedicated social media manager. Leveraging social media as a crucial marketing tool holds promise for enhancing volunteer motivation and expanding overall support. Our study aims to provide recommendations to improve Habitat for Humanity’s online brand image, thereby attracting a higher number of volunteers. To assess the effectiveness of social media in recruiting volunteers, we will analyze the user engagement data provided by each platform, as well as assess the posts’ alignment with the best practices for its theme and each platform’s targeted demographics. Previous studies, such as the research by Ferguson et al. (2015), have shown that participants exposed to charity event pages on Facebook were more inclined to participate, even if they initially had no intention to do so. Additionally, research by Konstantinou and Jones (2022) indicates that Generation Z individuals are particularly drawn to events that align with their values and interests. Given these findings, it’s crucial to evaluate how Habitat for Humanity’s social media strategy resonates with potential volunteers. Thematic analysis will help identify recurring themes or patterns associated with volunteer recruitment and engagement. To achieve our objectives, we will be conducting mixed methods research, utilizing both qualitative methods, focusing on the social media posts’ content, and quantitative methods, using SPSS to analyze the engagement counts and volunteer data. Anticipated findings will contribute to understanding the challenges and opportunities of utilizing social media for volunteer recruitment. Ultimately, our study will offer tailored recommendations to address Habitat for Humanity’s current volunteer shortages effectively, informed by a nuanced understanding of user engagement and preferences on social media platforms.