"Mo" Together or Alone? Investigating the Role of Fundraisers' Networks in Online Peer-to-Peer Fundraising

Anna Priante*, Michel L. Ehrenhard, Tijs van den Broek, Ariana Need, Djoerd Hiemstra

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

8 Citations (Scopus)
87 Downloads (Pure)

Abstract

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.

Original languageEnglish
Pages (from-to)986-1009
Number of pages24
JournalNonprofit and voluntary sector quarterly
Volume51
Issue number5
Early online date2 Dec 2021
DOIs
Publication statusPublished - 1 Oct 2022

Keywords

  • online peer-to-peer fundraising
  • social networks
  • social capital
  • Twitter
  • social network analysis
  • regression analysis

Fingerprint

Dive into the research topics of '"Mo" Together or Alone? Investigating the Role of Fundraisers' Networks in Online Peer-to-Peer Fundraising'. Together they form a unique fingerprint.

Cite this