School of Public Policy Capstones

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This paper asserts that social media may be an effective supplement to traditional media in a volunteer recruitment campaign. I conduct a detailed study to assess the impact of various social media interventions, and offer a detailed analysis of the findings. I conclude with recommendations for organizations interested in using social media to promote a cause. The results of this study support the idea that social media outlets, like Facebook, Twitter, YouTube, and blogs can be used to supplement – but not supplant – traditional forms of marketing in a volunteer recruitment campaign.