**5. Conclusion**

**4. A little piece of marketing and managerial advice**

checklists are always useful.

**Table 2.** Examples of nudges and incentives used to engage OSCC stakeholders.

gies based on the use of nudges and incentives.

communicate with their publics.

Source: Our own elaboration with Facebook data.

**Nudge Description**

124 Marketing

Increase social recognition and reputation

Create a sense of community

feed.

etc.).

emojis.

Reduce effort Use of hashtags to join the conversation.

reactions.

Reduce economic risks The websites use encryption technology to protect donors.

support with the reaction emojis.

Give choices Users can change their privacy settings.

We believe our findings can be useful for small NGOs and nonprofits willing to take advantage of SNS to improve their communication efforts with their several stakeholders. These insights can guide the effective design and delivery of marketing and communication strate-

Stick to default settings By liking the Facebook page, users agree to receive notifications and updates in their news

Reduce effort Donate with the click of a button; show your support or disgust with one of the six reaction

Use anchors Greenpeace and UNICEF provide a list of dollar amounts, so the potential donor can decide how much money he/she will donate to the cause. Reduce reputation risks The four OSCC disclose information regarding its activities, mission and goals.

Provide feedback Facebook allows users to start a conversation, and receive comments and visual forms of

Provide incentives Badges and emojis can be used to celebrate victories, or to recognize community heroes.

denote their active participation within the OSCC.

Use heuristics Infographics are a good tool to educate and empower stakeholders. Step by step or

(e.g., Suspended coffees photos showing a smiling indigent drinking a free cup of coffee previously paid by one customer; a Greenpeace video explaining how to dispose garbage,

Other members of the community can see who is online, read the comments, and see the

Hashtags and twibbons are visual signals that members of the community can use to

Conform to social norms Videos or photos that describe how most people should behave in certain situations

**1.** We recommend to study and observe your public. Who are your main stakeholders? What moves them to donate or to volunteer? Which are their main concerns? With information in hand, nonprofit leaders and marketers will be able to select the appropriate channels to The virtual world has revolutionized social activism and the construction of communities with a social cause. Thanks to the characteristics of the Internet, and particularly of social media platforms, nowadays people can share videos, sign petitions, make donations, and express their point of view by pressing a simple button, becoming participative actors and not mere bystanders. At the same time, digital tools provide OSCC and nonprofits with different elements to connect with key stakeholders, to spur action, and to drive social change. Notably, individuals are responding to call to action with enthusiasm. They have voice and want to be heard by authorities and private companies. And, social media is offering just the right channel for them.

With the use of videos, infographics, and interesting stories, OSCC are empowering individuals to make informed choices. Motivational quotes and images inculcate positive attitudes. And, the opportunity to openly join the community provides individuals with the opportunity to participate in the much desired social change.

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