TITLE:
Employees’ Perceptions of Promotional Strategies, Digital Communication and Fundraising Effectiveness in Nigerian Nonprofit Organisations
AUTHORS:
Naomi Asia
KEYWORDS:
Nonprofit Organisations, Promotional Strategies, Fundraising Effectiveness, Stakeholder Engagement, Digital Communication, Nigeria
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.14 No.8,
August
19,
2026
ABSTRACT: Purpose: Nonprofit organisations operate in increasingly competitive environments where effective fundraising, stakeholder engagement, and organisational visibility are essential for long-term sustainability. Despite growing interest in nonprofit marketing, empirical evidence on promotional strategies within developing economies remains limited. This study examines employees’ perceptions of the role of promotional strategies and digital communication in supporting fundraising effectiveness, stakeholder engagement, and organisational visibility among nonprofit organisations in Nigeria. Design/Methodology/Approach: A quantitative cross-sectional survey design was employed. Primary data were collected using a structured questionnaire administered to employees of three Nigerian nonprofit organisations: the New Era Foundation, the Murtala Mohammed Foundation, and the Nigerian Heart Foundation. A total of 296 valid responses were analysed using descriptive statistics. Findings: Employees generally perceived promotional strategies as contributing positively to fundraising effectiveness, organisational performance, and membership development. Respondents also recognised the importance of digital communication, particularly organisational websites and social media, in strengthening stakeholder engagement and enhancing organisational visibility. The findings suggest that employees perceived the combination of traditional promotional activities and digital communication as supporting stronger stakeholder relationships and organisational sustainability. Originality/Value: This study contributes empirical evidence from a developing economy, where empirical research on nonprofit marketing remains comparatively limited. It extends understanding of employees’ perceptions of how promotional strategies and digital communication support fundraising effectiveness and stakeholder engagement, while providing practical insights for nonprofit managers seeking to strengthen organisational sustainability.