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Dilini Rajapaksha, Kacper Sokol, Jeffrey Chan, Flora Salim, Mukesh Prasad, & Mahendra Samarawickrama. (2023). Analysing Donors’ Behaviour in Non-profit Organisations for Disaster Resilience. In V. L. Thomas J. Huggins (Ed.), Proceedings of the ISCRAM Asia Pacific Conference 2022 (pp. 258–267). Palmerston North, New Zealand: Massey Unversity.
Abstract: With the advancement and proliferation of technology, non-profit organisations have embraced social media platforms to improve their operational capabilities through brand advocacy, among many other strategies. The effect of such social media campaigns on these institutions, however, remains largely underexplored, especially during disaster periods. This work introduces and applies a quantitative investigative framework to understand how social media influence the behaviour of donors and their usage of these platforms throughout (natural) disasters. More specifically, we explore how on-line engagement – as captured by Facebook interactions and Google search trends – corresponds to the donors’ behaviour during the catastrophic 2019–2020 Australian bushfire season. To discover this relationship, we analyse the record of donations made to the Australian Red Cross throughout this period. Our exploratory study reveals that social media campaigns are effective in encouraging on-line donations made via a dedicated website. We also compare this mode of giving to more regular, direct deposit gifting.
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Vivek Velivela, Chahat Raj, Muhammad Salman Tiwana, Raj Prasanna, Mahendra Samarawickrama, & Mukesh Prasad. (2023). The Effectiveness of Social Media Engagement Strategy on Disaster Fundraising. In V. L. Thomas J. Huggins (Ed.), Proceedings of the ISCRAM Asia Pacific Conference 2022 (pp. 228–239). Palmerston North, New Zealand: Massey Unversity.
Abstract: Social media has been a powerful tool and integral part of communication, especially during natural disasters. Social media platforms help nonprofits in effective disaster management by disseminating crucial information to various communities at the earliest. Besides spreading information to every corner of the world, various platforms incorporate many features that give access to host online fundraising events, process online donations, etc. The current literature lacks the theoretical structure investigating the correlation between social media engagement and crisis management. Large nonprofit organisations like the Australian Red Cross have upscaled their operations to help nearly 6,000 bushfire survivors through various grants and helped 21,563 people with psychological support and other assistance through their recovery program (Australian Red Cross, 2021). This paper considers the case of bushfires in Australia 2019-2020 to inspect the role of social media in escalating fundraising via analysing the donation data of the Australian Red Cross from October 2019 – March 2020 and analysing the level of public interaction with their Facebook page and its content in the same period.
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