Nonprofit organizations communication strategies: A study on Oxfam-Magasins du Monde’s use of storytelling in FAIR Magazine as a communication tool towards an engaged and involved audience

Details

Supervisors

Catellani, Andrea

Faculty

Faculté des sciences économiques, sociales, politiques et de communication

Degree label

Master [120] en communication , à finalité spécialisée: communication stratégique des organisations

Abstract

Given their crucial place in society, it is important for nonprofit organizations to have effective communication strategies in order to connect with their audiences, and improve engagement and involvement with their organization. Storytelling has emerged as a powerful tool in appealing to emotions, which can in turn lead to higher levels of engagement and involvement. This study aims to uncover how storytelling is employed by nonprofit organizations in their communication strategies, specifically focusing on Oxfam-Magasins du Monde and their magazine, FAIR. A content analysis of the articles published in their magazine, and interviews with readers and a magazine collaborator is done with the purposes of answering the research question: How does Oxfam-Magasins du Monde use storytelling in FAIR magazine as a tool for a more engaged and involved audience? And, how do readers respond and interpret FAIR magazine? The analysis revealed the ways in which storytelling is implemented by Oxfam-Magasins du Monde, the ways they employ the key elements of storytelling across their magazine and how the readers respond and interpret this. This sheds light on what aspects played a role in effectively engaging and involving them, and which types of stories were more impactful.