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Call for Chapter Proposals: Cases on Strategic Social Media Utilization in the Nonprofit Sector

Friday, November 22, 2013   (0 Comments)
Posted by: Robin Wehrlin
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Cases on Strategic Social Media Utilization in the Nonprofit Sector


A book edited by Dr. Hugo Asencio (California State University, Dominguez Hills, USA) and Dr. Rui Sun (California State University, Dominguez Hills, USA) 

To be published by IGI Global:



Social media is a group of Internet-based applications that allow individuals to create, share, and exchange information and knowledge. Its emphasis on high-level user interactions results in a rich, constantly evolving knowledge space. These technologies have the potential of helping nonprofit organizations better accomplish their organizational goals and fulfill their missions by reaching larger audiences and raising more funds, for instance. Nevertheless, many nonprofit organizations not only lack the time, resources, and training to implement social media programs, but also the understanding of how such programs can benefit them.


This book looks to discuss and address how social media technologies are being strategically used in small and medium nonprofit organizations (which we define as organizations with annual revenue up to US$5 million), challenges and opportunities of implementing them, and best practices to fulfill the potential of such technologies. The editors seek chapters that address different aspects of strategic social media utilization in nonprofit organizations providing a wide-range of services in the United State or abroad.


Objective of the Book

This comprehensive and timely publication aims to be an essential reference source, building on the available literature in the field of social media use while providing for further research opportunities in this dynamic field. It is hoped that this text will provide the resources necessary for nonprofit practitioners to successfully implement social media initiatives and help them improve the effectiveness of their organizations.


Target Audience

Practitioners, academicians, researchers, and advanced-level students will find this text useful in learning about how to effectively use social media technologies in the nonprofit sector.


Recommended topics include, but are not limited to the following:

Contributors are welcome to submit chapters on the following topics or others related to strategic social media utilization in the nonprofit sector in the United States or abroad:


- Social media use and fundraising

- Social media use and marketing

- Social media use and volunteering

- Social media use and civic engagement

- Social media use and advocacy

- Social media use and organizational development

- Social media use and performance evaluation

- Social media use and collective governance


Chapters must clearly identify successful outcomes achieved as a result of social media use within small and medium nonprofit organizations. The organizations to be analyzed must have annual revenue of US$5 million or less. In addition, the success must be sustainable.


Chapter Organization

Each chapter should be between 9,000-10,000 words and organized as follows:


·         Abstract

·         Introduction

·         Theoretical framework/literature review

·         Case

o   Organization background

o   Project and experience

o   Challenges and opportunities

o   Solutions and outcomes

·         Conclusion


Detailed requirements for each section will be provided upon the acceptance of proposals.


Submission Procedure

Researchers and practitioners are invited to submit on or before December 31, 2013, a 2-3 single-spaced page chapter proposal providing a brief description of the theoretical framework and an overview of the case (including the organization background, project and experience, challenges and opportunities, and solutions and outcomes). Authors of accepted proposals will be notified by January 20, 2014 about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted by April 30, 2014. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project.


Inquiries and submissions can be forwarded electronically to Dr. Hugo Asencio ( or Dr. Rui Sun (

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