The Role of Social Media in Nonprofit Organizations’ Fundraising
分析了83家西班牙非营利组织在Facebook、Twitter、YouTube和Instagram上5周的数据，发现社交媒体的粉丝数、发帖量、请求捐款的内容以及用户互动能影响筹款效果，而仅开设账号没有作用。
This study aims to explore the effect of social media use on fundraising by nonprofit organizations (NPOs). To do so, we analyze the accounts of 83 Spanish nongovernmental development organizations on Facebook, Twitter, YouTube, and Instagram over a 5-week period. Our results show that social media can be a useful tool for NPO fundraising. Specifically, although mere presence on social media has no effect on the donations raised by the organization, the size of the NPO’s network (followers), its social media activity (posts), content (posts explicitly requesting donations), and follower engagement do influence fundraising. This study helps to highlight the usefulness of social media as a fundraising tool and to show the differences among platforms, format, and content of posts. In particular, NPOs who intend to increase fundraising should actively participate in social media—especially Twitter and YouTube—not overuse stories and increase posts that solicit donations.