Social media in Russian non-profit organizations: Factors of use

The article explores the use of social media in Russian non-governmental non-profit organizations. role as a PR and promotion tool for attracting financial resources is considered. Based on secondary data All-Russian representative survey NGO leaders conducted by Centre Studies Civil Society Nonprofit Sector, HSE (sample consists 850 NGOs, face-to-face interviews were year 2021), hypotheses about influence organizational characteristics are tested using binary logistic regression. According to results analysis, most popular online communication channel NGOs Russia, although relatively small proportion organizations practice fundraising networks, despite fact that highly evaluate effectiveness this raising funds. positively associated with pursuit information openness accountability; troubled access traditional media; orientation; participation government grants; size organization. positive relationship between organization suggests resource factors, such lack qualified personnel manage accounts organization, may be barrier media. Overall, there no obvious connection need attract resources, neither focus private donations, nor tendence diversify sources funding.