Disinformation Attacks and Nonprofit Communication Strategies

Elise Lael Kieffer, Ph.D.
Program Director and Assistant Professor
Nonprofit Leadership Studies
Organizational Communication and Leadership
Murray State University

This study explores how disinformation attacks on social media can affect nonprofit organizations, a topic that has received limited scholarly attention compared to similar impacts in the for-profit sector. Through a review of existing literature and two in-depth case studies—Save the Children and the American Red Cross—this research analyzes how nonprofit organizations are uniquely vulnerable to reputational damage in the face of disinformation. The case studies highlight different motivations behind disinformation campaigns, including political agendas and deliberate efforts to harm brand credibility, and assess the effectiveness of various response strategies, including denial, debunking, attacking the source, and public education. Findings reveal that nonprofits with an engaged social media base and a multi-platform communication approach are better equipped to mitigate the effects of disinformation. The paper concludes with strategic, research-informed recommendations for nonprofit practitioners, emphasizing the importance of proactive social media engagement, simplified messaging, and maintaining control over communication channels.

Dr. Elise Lael Kieffer (Program Director and Assistant Professor) came to Murray State University in 2021 to serve as program director of the Nonprofit Leadership Studies academic programs and also as the Director of the Nonprofit Resource Center. Specializing in Rural Arts Management, Nonprofit Arts and Cultural Management, and Rural Nonprofit Development, Dr. Kieffer is dedicated to advancing the sustainability and impact of nonprofit organizations in rural communities, ultimately seeking to improve the quality of life in the communities where we live and work. In recognition of her contributions to the field, Dr. Kieffer was named a Murray State University Emerging Scholar in 2024. She is the author of Routledge Rural Arts Management (2024), a comprehensive exploration of the challenges and opportunities in managing arts organizations in rural settings. She is published widely in American Journal of Arts Management, Journal of Nonprofit Innovation, and others. Her professional experience ranges from on the ground building an organization from the ground up to consulting with international nonprofit organizations with global reach. Dr. Kieffer holds a Bachelor of Fine Arts in musical theatre performance, a Masters in Public Administration with a certificate in nonprofit management, and a PhD in arts administration with a certificate in program evaluation. Her diverse educational background combined with varied work experiences create a pedagogical and professional emphasis on communication, collaboration, and pragmatism. She emphasizes impactful, experiential learning in her classroom. Beyond academia, Dr. Kieffer is passionate about fostering community engagement through the arts and enjoys practicing yoga as a way to stay balanced and inspired.