Online social network fundraising: threats and potentialities
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Date
2023
Authors
Wymer, Walter
Najev Cacija, Ljiljana
Journal Title
Journal ISSN
Volume Title
Publisher
Wiley
Abstract
There has been a growth in online fundraising from crowdfunding apps, like GoFundMe, that propagate fundraising appeals on social networking sites. In the online space, these crowdfunding apps pose a potential threat to the traditional intermediation role of charities. The disintermediation threat is that donors choose crowdfunding intermediaries instead of charities to channel their giving. In this article, we discuss what makes crowdsourced fundraising effective and how charities can adapt to this new dynamic for more effective online fundraising emphasizing two key success factors: brand strength/reputation and managing the donor experience. In addition, we explain the advantages and disadvantages of social media fundraising and giving and propose ways charities can leverage their good reputations and public trust to stimulate reintermediation. Finally, we propose a landscape for future research based on model that emphases the fundraising campaign's ability to stimulate viral sharing within and between online social networks.
Description
Accepted author manuscript.
Keywords
Charity fundraising , Online fundraising , Social network fundraising , Social media fundraising , Crowdsourcing , Crowdfunding
Citation
Wymer, W., & Najev Cacija, L. (2023). Online social network fundraising: Threats and potentialities. Journal of Philanthropy and marketing, 28(4), Article e1782. https://doi.org/10.1002/nvsm.1782