Fall 08 Breaking barriers: Online collaboration for nonprofit campaigning Shivani Karan A thesis submitted to Auckland University of Technology In partial fulfilment of the requirements for the degree of Master of Communication Studies (MCS) 2013 School of Communication Studies, Faculty of Design and Creative Technologies Primary Supervisor: Gudrun Frommherz Page I 0 Table of Contents List of Tables and Figures..................................................................... IV List of Abbreviations............................................................................ IV Attestation of Authorship.................................................................... V Acknowledgements............................................................................. VI Ethical Approval.................................................................................. VII Abstract .............................................................................................. VIII Chapter 1: Introduction .......................................................................................................... 1 Chapter 2: Significance ........................................................................................................... 3 Chapter 3: Literature review .................................................................................................. 5 3.1 Traditional fundraising and awareness methods .................................................................... 5 3.2 The movement to online communications ............................................................................. 6 3.3 Breaking barriers ..................................................................................................................... 7 3.4 Social media ............................................................................................................................ 9 3.4.1 Crowd funding ............................................................................................................... 11 3.5 Relationships ......................................................................................................................... 12 3.6 The website ........................................................................................................................... 13 3.7 Offline and online integration ............................................................................................... 14 3.8 Story telling ........................................................................................................................... 16 3.9 Online video .......................................................................................................................... 17 3.10 Communication design ....................................................................................................... 20 3.11 Creating low budget online videos ..................................................................................... 21 3.12 The skilled volunteer ........................................................................................................... 22 Summary of literature review ................................................................................................. 24 Chapter 4: Methodology ...................................................................................................... 26 4.1 Case study as framework ...................................................................................................... 26 4.2 Data and data collection methods ........................................................................................ 27 4.2.1 Practice-based research methods ................................................................................. 27 4.2.2 Semi-structured interviews ............................................................................................ 27 4.3 Data analysis methods .......................................................................................................... 28 4.3.1 Process analysis ............................................................................................................. 28 4.3.2 SWOT analysis and evaluation ....................................................................................... 29 4.3.3 Practice-based data analysis .......................................................................................... 29 4.3.3.1 Collaboration and Interaction discovery technique .............................................................. 29 4.3.4 Thematic Analysis .......................................................................................................... 30 Chapter 5: Research design .................................................................................................. 31 5.1 Selection of cases .................................................................................................................. 31 5.2 Selection of participants ....................................................................................................... 32 5.3 Research Map ....................................................................................................................... 32 5.4 Practice-based research ........................................................................................................ 33 5.4.1 Instructional Text and Diagrams .................................................................................... 34 Page I I 5.4.2 Artefact .......................................................................................................................... 34 5.5 Recorded conversations ....................................................................................................... 35 5.6 Interviews ............................................................................................................................. 35 5.6.1 Interview questions ....................................................................................................... 35 Chapter 6: Data Analysis phase one ..................................................................................... 37 6.1 Process Analysis of The Inzone Project ................................................................................. 37 6.2 the IZP Collaboration Process ............................................................................................... 42 6.3 Summary of the IZP process ................................................................................................. 44 Chapter 7: The IZP model ..................................................................................................... 46 7.1 IZP model SWOT Analysis ..................................................................................................... 46 7.2 IZP Graphical workflow ......................................................................................................... 48 Chapter 8: Data analysis phase two ...................................................................................... 51 8.1 Practice: POH and NNT ......................................................................................................... 51 8.2 Collaboration and interaction Comparison ........................................................................... 61 8.2.1 DOP percentage comparison ......................................................................................... 63 8.2.2 POI percentage comparison .......................................................................................... 64 8.2.3 Production time comparison ......................................................................................... 64 8.2.4 Summary of POH and NNT process ............................................................................... 64 8.3 Interview Analysis ................................................................................................................. 65 8.3.1 Findings .......................................................................................................................... 71 8.3.1.1 Technical ............................................................................................................................... 71 8.3.1.2 Logistical ................................................................................................................................ 72 8.3.1.3 Creative ................................................................................................................................. 74 8.3.1.4 Tactical .................................................................................................................................. 75 8.3.1.5 Strategic ................................................................................................................................ 76 8.3.1.6 Cultural .................................................................................................................................. 79 8.3.2 Summary of findings from interview analysis ................................................................ 79 Chapter 9: Discussion ........................................................................................................... 81 9.1 Transferability to new NPO/SP collaborations ..................................................................... 82 9.1.1 The NPO/SP collaborative approach is novel ................................................................. 82 9.1.2 Collaboration was adaptable to a