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Analysing Donors Behaviour in Non-profit Organisations for Disaster Resilience
Dilini Rajapaksha
author
Kacper Sokol
author
Jeffrey Chan
author
Flora Salim
author
Mukesh Prasad
author
Mahendra Samarawickrama
author
2023
Massey Unversity
Palmerston North, New Zealand
English
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.
Disaster Response
Social Media
Donors Behaviour
Australian Bushfires
exported from refbase (http://idl.iscram.org/show.php?record=2499), last updated on Fri, 27 Jan 2023 21:49:47 +0100
text
http://idl.iscram.org/files/dilinirajapaksha/2023/2499_DiliniRajapaksha_etal2023.pdf
DiliniRajapaksha_etal2023
Proceedings of the ISCRAM Asia Pacific Conference 2022
Proc. ISCRAM AP 2022
Thomas J. Huggins
V
L
editor
2023
Massey Unversity
Palmerston North, New Zealand
conference publication
258
267
978-0-473-66845-7
2411-3387
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