Perceptions on Motives for Adoption and Use of Facebook for Non-Profit Organizations in Libya

Due to very limited attention that has been given to the examination of the adoption of social media tools by non-profit organizations especially in Libya, this paper has explored how non-profit organizations have adopted and used Facebook to achieve their goals. Therefore, through the perceptions of 24 Informants, the study discovered that environmental factors and Facebook dynamism motivated the adoption and use of Facebook to drive non-profit organizations. The analysis covered both the perceptions of managers of the organizations as well as the donors. In order to achieve clearer understanding of these perspectives, the study adequately supported each of the theme, sub-theme and sub sub-theme with model generated by NVivo 10. The findings provide more understanding for non- profits organizations, donors and companies serving the non-profit sector concerning the most significant behaviour and trends that revolve around Facebook as part of non-profits’ organizations marketing, communications, fundraising, and advocacy works. Finally, it is been recommended that non-profit organizations in Libya pay more attention to the needs of donors in the area of multimedia benefits and personalization of Facebook.

Keywords: Facebook, non-profit organizations, multimedia, social media, adoption