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Strategic Communication: PR and Advertising: STR 324 Nonprofit Research

A resource guide for research in marketing, advertising, and public relations

Tutorials for STR324

Tutorials for STR 324 Research

 The following tutorials teach you how to use GuideStar and search for trade and research-based articles for your STR 324 nonprofit research project.

GuideStar Nonprofit Database - teaches you how to locate information on your nonprofit and find comparison nonprofits.
Trade & Research Sources in Strategic Communication Research - teaches you how to search and identify trade/applied articles and research-based ars

Local Non-Profit Research

Step-by Step Instructions for locating information on your non-profit organization (for Indiana organizations):

The following resources are all linked below:

  1. Search GuideStar.  Not all non-profits are included, but it is a must to start with.
  2. Search the indexed version of the Indianapolis Star, the eEdition, and the free IndyStar website.  All three platforms may lead you to different content.
  3. Search the Indianapolis Business Journal via ABI/INFORM and the free online version.  Again, different content may be found in both.
  4. Perform an Advanced Google Search on your organization and limit it to the "PDF" format.  Many annual reports, program reviews, and grant applications will be on the web in this format.
  5. For organizations outside of the Indiana area, consult NexisUni, local newspaper websites, and the PDF google search noted above.


If your nonprofit is registered with GuideStar, you can find:

  • Offices/Headquarters location
  • The organization's mission
  • Key programs and services of the organization
  • Target audiences of the organization
  • How the organization is structured in terms of employees,
    volunteers, etc.
  • Financials of the organization 

GuideStar automatically creates a Nonprofit Profile for 501(c) organizations registered
with the IRS.  The data GuideStar has on nonprofits comes from the IRS Business Master File,
IRS Forms 990/990EZ/990PF, and from the nonprofits themselves. 

How to cite a GuideStar report:  
GuideStar by Candid. (2018). Indianapolis Shakespeare Company—GuideStar Profile. Retrieved from Candid GuideStar database.
GuideStar database image

IndyStar Newspaper Sources

Indianapolis Business Journal

Advanced Google Search


Trade and Research Articles

Trade and Research Articles

Go to this LibGuide's Article/Book Databases Tab to locate trade/applied and researc-based articles.


Email Butler University Libraries
Irwin Library: 317-940-9227
Science Library: 317-940-9937
CAT: 317-940-8575

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