Online social network fundraising: threats and potentialities

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dc.contributor.authorWymer, Walter
dc.contributor.authorNajev Cacija, Ljiljana
dc.date.accessioned2024-08-29T18:22:21Z
dc.date.available2024-08-29T18:22:21Z
dc.date.issued2023
dc.descriptionAccepted author manuscript.
dc.description.abstractThere 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.
dc.description.peer-reviewYes
dc.identifier.citationWymer, 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
dc.identifier.urihttps://hdl.handle.net/10133/6897
dc.language.isoen
dc.publisherWiley
dc.publisher.facultyManagement
dc.publisher.institutionUniversity of Lethbridge
dc.publisher.institutionUniversity of Split
dc.publisher.urlhttps://doi.org/10.1002/nvsm.1782
dc.subjectCharity fundraising
dc.subjectOnline fundraising
dc.subjectSocial network fundraising
dc.subjectSocial media fundraising
dc.subjectCrowdsourcing
dc.subjectCrowdfunding
dc.subject.lcshFund raising
dc.subject.lcshCrowd funding
dc.subject.lcshCharities
dc.titleOnline social network fundraising: threats and potentialities
dc.typeArticle
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