Abstract
This paper analyses the use of emotional content in charitable foundations’ communication on social media. The theoretical part of the article discusses the opportunities of digital communication on social media, the use of emotional content in the social media communication of non-profit organisations and types of digital communication in marketing. After summarising the theoretical insights, the article presents the research results based on qualitative content analysis. Qualitative content analysis is useful for the study in order to identify the features and elements of the emotional content of the charitable foundation in digital communication in social media. The results of the study revealed that the words and phrases used, rhetorical and lexical styles, visual and auditory elements in the created content trigger emotions. Emotional content is both professionally and organically created. The latter evokes emotions due to the nature of the organisation’s activities, while professionally produced content aims to evoke stronger emotional reactions from consumers.