TY - JOUR
T1 - "Mo" Together or Alone?
T2 - Investigating the Role of Fundraisers' Networks in Online Peer-to-Peer Fundraising
AU - Priante, Anna
AU - Ehrenhard, Michel L.
AU - van den Broek, Tijs
AU - Need, Ariana
AU - Hiemstra, Djoerd
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This research was financially supported by the Tech4People program of the University of Twente.
Publisher Copyright:
© The Author(s) 2021.
PY - 2022/10/1
Y1 - 2022/10/1
N2 - In online peer-to-peer fundraising, individual fundraisers, acting on behalf of nonprofit organizations, mobilize their social networks using social media to request donations. Whereas existing studies focus on networks of donors to explain success, we examine the role of the networks of fundraisers and their effect on fundraising outcomes. By drawing on social capital and network theories, we investigate how social capital derived from social media networks and fundraising groups explains individual fundraising success. Using the Movember health campaign on Twitter as an empirical context, we find that fundraising success is associated with a moderate level of centrality in social media networks and moderate group network size. In addition, we find that fundraisers interact only marginally on social media but prefer to connect with each other outside these platforms and engage in group fundraising. Our article contributes to research on fundraising and social networks and provides recommendations for practice.
AB - In online peer-to-peer fundraising, individual fundraisers, acting on behalf of nonprofit organizations, mobilize their social networks using social media to request donations. Whereas existing studies focus on networks of donors to explain success, we examine the role of the networks of fundraisers and their effect on fundraising outcomes. By drawing on social capital and network theories, we investigate how social capital derived from social media networks and fundraising groups explains individual fundraising success. Using the Movember health campaign on Twitter as an empirical context, we find that fundraising success is associated with a moderate level of centrality in social media networks and moderate group network size. In addition, we find that fundraisers interact only marginally on social media but prefer to connect with each other outside these platforms and engage in group fundraising. Our article contributes to research on fundraising and social networks and provides recommendations for practice.
KW - online peer-to-peer fundraising
KW - social networks
KW - social capital
KW - Twitter
KW - social network analysis
KW - regression analysis
UR - http://www.scopus.com/inward/record.url?scp=85120457759&partnerID=8YFLogxK
U2 - 10.1177/08997640211057456
DO - 10.1177/08997640211057456
M3 - Article
SN - 0899-7640
VL - 51
SP - 986
EP - 1009
JO - Nonprofit and voluntary sector quarterly
JF - Nonprofit and voluntary sector quarterly
IS - 5
ER -