Understanding what drives the “Facebook generation” to connect and work with an organization is critical for those organizations seeking to be relevant in the social media age.
Full article: ResearchGate
Synopsis:
"The Social Network Effect: The Determinants of Giving Through Social Media" by Gregory D. Saxton and Lili Wang explores the landscape of charitable giving on platforms like Facebook Causes. In contrast to traditional offline donation factors, the study reveals that online giving is primarily influenced by social connections rather than economic considerations. On Facebook, donors show less concern for efficiency ratios, and the size of a charity's social network takes precedence over its financial capacity.
The study provides insights into the transformative impact of social media on fundraising strategies. The success of a charity is intricately tied to the size of its online community and the effectiveness of its web presence. Notably, smaller charities tend to garner more support on Facebook, challenging the assumption that larger organizations are more appealing. The study emphasizes the need for charities to cultivate a robust online presence and engage with supporters through various channels.
Furthermore, the study offers insights into the evolving landscape of online giving, suggesting that certain causes, particularly those related to health, are more likely to succeed in the social media fundraising arena. It advocates for a nuanced understanding of the relationship between financial resources, fundraising efforts, and the resultant charitable contributions. The study prompts a reevaluation of the conventional economic model of giving, as social network effects play a pivotal role in shaping online donation behavior.
Implications for the Future:
As online donations continue to rise, the study raises critical questions about the future of charitable giving. It underscores the need for organizations to adapt to the changing dynamics of online platforms, emphasizing the importance of social media proficiency. While financial resources still matter, the study suggests that success in online fundraising is contingent on a different set of organizational capabilities.
The study's focus on the "Facebook generation" prompts contemplation on the meaning of connection in the digital age. The decentralized nature of social networking fundraising calls for innovative strategies to mobilize and leverage the vast resources within virtual social networks.
In response to these challenges, the I Donate My Way platform emerges as a transformative solution. The IDMW platform provides a strategic avenue for organizations to navigate the complexities of online fundraising. By understanding and capitalizing on what motivates the "Facebook generation," I Donate My Way aligns with the study's insights, ensuring organizations remain relevant and effective in the ever-evolving realm of digital fundraising.
In essence, Saxton and Wang's study not only uncovers the intricacies of online giving but also serves as a guide for charities navigating the evolving landscape of digital fundraising, pointing towards solutions like the I Donate My Way platform for charities aiming to thrive in this digital era.
Comments