Purpose Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs). Design/methodology/approach A partial least squares-structural equation modeling (PLS-SEM) method was used to test the proposed model. Findings The results indicate that both information seeking and entertainment, coupled with subjective norm, directly affect millennials’ intention to donate money to NPOs via SMSs. In addition, attitude toward engagement with NPOs on SMSs mediates the impact of credibility (fully, positively), irritation (fully, negatively) and entertainment (partially, positively) on behavior intention. Implications for practitioners are discussed. Originality/value An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs.

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The digitization of agricultural extension is revolutionizing the way farmers receive information and advisory services. This abstract provides a brief overview of the concept and its implications for agricultural development. Digitization of agricultural extension involves the integration of digital technologies and information and communication technologies (ICTs) into traditional extension practices. It aims to enhance the delivery of agricultural information, knowledge, and advisory services to farmers in a more efficient, timely, and targeted manner. This abstract explores the key elements and benefits of digitization in agricultural extension. It discusses the importance of infrastructure and connectivity, farmer-centric approaches, tailored and context-specific content, interactive platforms, capacity building, data management and analytics, public-private partnerships, monitoring and evaluation, and policy and regulatory support. The abstract highlights the transformative potential of digitization in reaching a larger number of farmers, improving access to information, fostering knowledge sharing, and promoting sustainable farming practices. It emphasizes the need for collaboration between various stakeholders, including governments, technology companies, and agricultural organizations, to effectively implement digital extension services. Overall, this abstract provides a concise overview of the concept of digitization in agricultural extension, its implications, and the key considerations for its successful implementation. It serves as a starting point for further exploration and research in this emerging field.