Non-profit and charity marketing

Kottász, Rita; MacQuillin, Ian; Bennett, Roger

doi:10.4324/9781003028079-24

Cited by 1 publication

(3 citation statements)

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“…Managing the social network giving experience begins with the identification of appropriate projects to feature in fundraising campaigns. In contrast to typical crowdfunding app campaigns that emphasize one‐off donations on a variety of different fundraising campaigns, charities emphasize donor retention (Kottasz et al, 2023) and are likely to view the donor experience as a means of donor cultivation and relationship strengthening.…”

Section: Learning From Socially Networked Givingmentioning

confidence: 97%

“…Historically, charities served an important function in societies by serving as intermediaries between citizens and needy individuals or worthy projects whose support was unmet by government and business sectors (Kottasz et al, 2023; Wymer et al, 2006). Citizen direct (unmediated) giving to support unmet community needs was typically limited to unmeet needs at the neighborhood or local community levels (Wymer & Grau, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…To what extent will the growth of crowdfunding threaten charities' ability to fundraise in the online space? Disintermediation, in the context of this article, refers to the increasing replacement of charities by crowdfunding apps as intermediaries between online donors and target projects (Kottasz et al, 2023; Xue & Zhou, 2022). It refers to online donors giving directly to an individual, cause, or project (typically using crowdfunding platforms); “often bypassing the charity sector altogether” (Kottasz et al, 2023 p. 307).…”

Section: Introductionmentioning

confidence: 99%

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Online social network fundraising: Threats and potentialities

Wymer

Čačija

2022

Journal of Philanthropy and Marketing

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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.

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Section: Learning From Socially Networked Givingmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%