Charitable fundraising once depended primarily upon a
charity’s size, efficiency and longstanding reputation. That
was before Razoo, Kickstarter, Facebook and Twitter came to town.
In the first academic study to look at what determines charitable
giving on social-media sites, Gregory Saxton, associate professor
in the Department of Communication, and co-author Lili Wang from
Arizona State, found that those media have created a more level
playing field in the nonprofit world, one in which successful use
of technology can make up for limited organizational size.
Technology and social media, it turns out, can not only raise the
online profile of even small organizations, but increase their
support bases and their ability to generate donations online and
off. That is among the findings of their recent article, “The
Social Network Effect: Determinants of Giving Through Social