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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 for and identify trade/applied articles and research-based articles related to your research topc.

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 potentially 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 provides comes from the IRS Business Master File IRS Forms 990/990EZ/990PF, and from the nonprofits themselves. 

Nonprofits can add details about their organization beyond what is provided in their 990 IRS filings; therefore, some organizations will have more detailed information about mission, programs, and services than others.

How to cite a GuideStar report:  (using APA 7th Edition)
GuideStar Pro. (2018). Indianapolis Shakespeare Company—GuideStar Profile.

Connecting you 
with the nonprofit information you need.

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 research-based articles.

The Trade & Research Sources in Strategic Communication Research tutorial teaches you how to search for and identify trade/applied articles and research-based articles related to your research topic.


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

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