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The Impact Of Social Media On Charitable Giving For Nonprofit Organization, Namchul Shin
The Impact Of Social Media On Charitable Giving For Nonprofit Organization, Namchul Shin
Journal of International Technology and Information Management
Research has extensively studied nonprofit organizations’ use of social media for communications and interactions with supporters. However, there has been limited research examining the impact of social media on charitable giving. This research attempts to address the gap by empirically examining the relationship between the use of social media and charitable giving for nonprofit organizations. We employ a data set of the Nonprofit Times’ top 100 nonprofits ranked by total revenue for the empirical analysis. As measures for social media traction, i.e., how extensively nonprofits draw supporters on their social media sites, we use Facebook Likes, Twitter Followers, and Instagram …
The Impact Of The Web And Social Media On The Performance Of Nonprofit Organizations, Namchul Shin
The Impact Of The Web And Social Media On The Performance Of Nonprofit Organizations, Namchul Shin
Journal of International Technology and Information Management
This research empirically analyzes the impact of both the Web and social media on the performance of nonprofit organizations by using 100 nonprofit organizations ranked by web traction measures, including Facebook Likes and Twitter Followers. Our findings from ANOVA and non-parametric tests demonstrate that nonprofit organizations with higher web traction have greater contributions and grants than others with lower web traction. These findings suggest that the use of the Web coupled with social media promotes better, interactive (two-way) communications with the public, as well as fundraising and that nonprofit organizations that attract more supporters on the Web and social media …