Should You Drop Social Media From Your Fundraising Strategy?

Social media may be good at raising awareness, but—contrary to the success of the Ice Bucket Challenge—it may not be so great at getting people to donate to an organization.

This was one of the significant findings of a new study published in Sociological Science. The research found that while social media campaigns may attract attention for a cause or organization, they don’t result in comparable increases in fundraising.

“It is true that once you rely on social media, your message can easily reach people by the millions,” Nicola Lacetera, a management professor at the University of Toronto and one of the study’s authors, told Phys.org. “But then the question becomes ‘What do people do with these messages?’”