Non-Profit Organization's Communicative Practices in Mobilizing Support from the Public at the Digital Platform

Abstract

This research analyzed the communicative practices of a Nonprofit Organization in mobilizing support from the public at the Digital Platform and distinguished the underlying Development Communication Perspectives of these practices. Through qualitative research, employed the lens of Ethnomethodology as the research framework, and the Conversation Analysis (Sequence) as analytical tool, the study examined the naturally occurring data obtained on the digital platform specifically in the Facebook page of the selected Nonprofit Organization, which includes infographics, reels, photos/ images, graphics related to its various initiatives, advocacies and programs. Findings showed four (4) major communicative practices of the selected Nonprofit Organization namely: 1.) Risk, Crisis and Informational Communication 2.) Partnerships and Institutional Credibility 3.) Advocacy, Participation and Empowerment Communication. 4.) Resource Mobilization and Digital Engagement. These diverse communicative practices of the selected Nonprofit Organization reflected multiple underlying Development Communication Perspectives such as Participatory Communication, Empowerment and Right Based Perspective and Social Mobilization. In general, the results revealed that communicative practices of the selected Nonprofit Organization demonstrated an organized interactional process in structuring their contents not only to mobilize support from the public but also built its credibility, propagated their advocacy as well as marshalled collective action to bring forth progress and development in society.