Digital marketing tactics by civil society organizations in Lebanon : the best practices uncovered

Abstract

Purpose: This thesis aims to analyze the digital marketing tactics used by marketing specialists at Lebanese Civil Society Organizations (CSOs) to identify the most effective practices for increasing volunteerism, expanding the audience, and attracting donors. Research Method: The study used qualitative research, conducting in-depth interviews with five experienced marketing specialists working for CSOs. Findings: Social media, email, and content marketing tactics are effective in engaging more volunteers, expanding the audience base, and attracting funds from international donors. Search engine optimization and native advertising tactics also help to increase the audience base and attract funds from international donors. Additionally, marketing automation tactics increase volunteerism and expand the audience base, but they have no direct impact on donor acquisition. Research Limitations: Lockdowns during the COVID-19 outbreak prevented in-person interviews, and sickness led to recurring postponements of online meetings. Theoretical Implications: A new model has emerged, indicating that while social media, email, and content marketing tactics increase volunteers, audience, and international donors, search engine optimization, marketing automation, and native advertising tactics lead to differential increases in two out of the three. Managerial Implications: Organizations should focus on building their social media presence, developing email marketing campaigns, and create high-quality content. They should also invest in search engine optimization to optimize their website and content for search engines, which can help increase their visibility and reach a wider audience. Native advertising is another effective way to reach audiences in an organic and non-intrusive way. Overall, adopting a multi-channel approach to marketing is crucial, and tracking metrics and analyze results is essential for continuous improvement. Originality: A model is developed to illustrate the effects of utilizing digital marketing tactics and the Internet on volunteerism, audience engagement, and funding. The model is based on insights provided by marketing specialists who work with local CSOs.