Disinformation Attacks And Nonprofit Social Media Communication Strategies
Document Type
Article
Source Publication Title
Journal of Nonprofit Innovation
Abstract
This study explores how disinformation attacks on social media can affect nonprofit organizations, a topic that has received limited scholarly attention compared to similar impacts in the for-profit sector. Through a review of existing literature and two in-depth case studies—Save the Children and the American Red Cross—this research analyzes how nonprofit organizations are uniquely vulnerable to reputational damage in the face of disinformation. The case studies highlight different motivations behind disinformation campaigns, including political agendas and deliberate efforts to harm brand credibility, and assess the effectiveness of various response strategies, including denial, debunking, attacking the source, and public education. Findings reveal that nonprofits with an engaged social media base and a multi-platform communication approach are better equipped to mitigate the effects of disinformation. The paper concludes with strategic, research-informed recommendations for nonprofit practitioners, emphasizing the importance of proactive social media engagement, simplified messaging, and maintaining control over communication channels.
Disciplines
Business and Corporate Communications | Nonprofit Administration and Management
Publication Date
6-27-2025
Language
English
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Carr, Kevin M. and Kieffer, Elise Lael, "Disinformation Attacks And Nonprofit Social Media Communication Strategies" (2025). Marketing Faculty Publications. 2.
https://mavmatrix.uta.edu/marketing_facpubs/2