THE IMPACT IN USING INFLUENCERS FOR A NON-PROFIT ORGANIZATIONS’ CAMPAIGN (WHICH RESULTS IN DONATIONS

• Main Author: Salmaa Putri Gunawan, Alya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61171
• Institution: Institut Teknologi Bandung

The purpose of the research is aimed to fill that gap whilst also furthering the knowledge and understanding as a whole within the context of using influencers for a non-profit organizations’ campaign. The focus on influencers’ usage would also help raise the number of donations (in any currency) for every new, growing or even bigger NPOs in these competitive eras. Overall, this research is mainly focused on the NPOs' perspective towards how influencers become a tool that leverage marketing communication campaigns to achieve NPOs’ sales and the impacts that influencers can bring to an NPOs marketing campaign. To attain the objectives of this exploratory research, a qualitative approach by interview will be implemented. This will be done by collecting data through a semi-structured interview with NPOs to identify themes and explain patterns. The researcher has determined the key informants, which are a person from a marketing team from NPOs, people who work and or involved in an NPO and or handles the building of the NPO and marketing or marketing communication division in Indonesia. The NPOs are moving in the sector of education, children, poverty, social/public health, environment and environmental sustainability. The study findings help small and growing NPOs to obtain a maximum result in their sales which is their donations and for them to be able to adjust the current marketing communications conditions in the society to invent trust and understanding for donors. This correlated with helping the country (Indonesia’s) betterment in social problems