Non-Profit Organizations Branding on a Digital Platform: An Ethnomethodological Study

Abstract

Non-profit organizations are entities whose aim is to set programs and initiatives for the benefit of the public Conducting research on non-profits in branding establishes a robust identity that fosters elevated levels of trust, support, and engagement among its primary stakeholders, namely the public. In terms of communication, it creates and establishes a unique position that contributes to the organization’s long-term success and impact. This research aims to explore the branding practices done through public relations of a non-profit organization in Dubai using social media and to discover what intent these practices accomplish. Additionally, the purpose of this study is to provide insights to communication practitioners and stakeholders on the value of branding in various activities and engagements. As a research framework, ethnomethodology was used, and this study utilized the qualitative research method specifically using a conversation analysis (CA) approach.

The study centered around a non-profit organization situated in Dubai, whose identity has been anonymized in line with ethical research considerations. The data enclosed within brackets was extracted from the organization's social media platform,specifically their Facebook Page. This data encompassed three distinct types of social media content: video reels, infographics, and images. The conversation between the author and followers from each post was analyzed using the principles of conversational analysis (CA). The organization employed a range of branding techniques through public relations, leveraging social media. These practices encompassed strategies such as content publishing, public affairs, and publicity efforts. These findings indicates that there are more possibilities for communications industry practitioners to improve and discover new approaches to communicate important information and campaigns, as well as open ideas to evaluate current practices to develop programs for government and private entities globally.