Thesis Abstract

Abstract
Social media has become an integral part of modern fundraising efforts, providing organizations with a powerful platform to engage with donors, raise awareness, and secure financial support. This study explores the perception of fund-raising on social media platforms among various stakeholder groups, including donors, non-profit organizations, and the general public. Through a mixed-methods approach, data was collected through surveys, interviews, and content analysis of social media posts related to fundraising campaigns. The findings reveal that the perception of fund-raising on social media is influenced by several factors, including transparency, authenticity, impact, and personal connection. Donors are more likely to engage with and support fundraising campaigns that are transparent about how donations will be used, demonstrate authenticity in their messaging, showcase the impact of previous donations, and establish a personal connection with the audience. Non-profit organizations that effectively communicate their mission, values, and impact through social media are perceived more positively and are able to garner greater support from donors and the general public. Moreover, the study highlights the role of social media influencers in shaping perceptions of fund-raising efforts. Influencers who authentically endorse and promote fundraising campaigns can significantly increase awareness, engagement, and donations. However, the perceived credibility and alignment of the influencer with the cause are crucial factors that determine the success of such partnerships. Additionally, the research underscores the importance of storytelling in fundraising on social media. Compelling narratives that evoke emotion, empathy, and a sense of urgency are more likely to resonate with audiences and inspire them to take action. Non-profit organizations that effectively leverage storytelling techniques, such as showcasing individual stories of impact, creating engaging multimedia content, and providing real-time updates on fundraising progress, are able to captivate and mobilize their online community. Overall, this study contributes to our understanding of how fund-raising is perceived on social media and provides valuable insights for non-profit organizations looking to enhance their online fundraising efforts. By prioritizing transparency, authenticity, impact, personal connection, influencer partnerships, and storytelling, organizations can cultivate a positive perception of their fund-raising campaigns and effectively engage with donors and the broader online community.

Thesis Overview