In prosperity prepare for adversity: Use of social media for nonprofit fundraising in times of disaster

Aya Okada, Yu Ishida, Naoto Yamauchi

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

When a disaster strikes, nonprofit organizations face the need to mobilize resources as quickly as possible in a limited time frame. Given its characteristics to instantly spread information to masses of people, social media is considered one of the most effective ways for nonprofits to publicize opportunities to take voluntary actions. Despite the envisioned use, little has been examined about the effectiveness of social media in encouraging people to give. This chapter takes the case of earthquake, tsunami, and nuclear threat that struck Japan in 2011 to examine whether the use of social media was effective in nonprofit fundraising. Analyzing data collected in an original online survey, the authors find that the use of social media both before and after the disaster has a positive impact on the amount of donations that nonprofits raise. Use of social media during non-disaster times is the key for successful fundraising in times of disaster.

Original languageEnglish
Title of host publicationInnovative Perspectives on Public Administration in the Digital Age
PublisherIGI Global
Pages42-64
Number of pages23
ISBN (Electronic)9781522559672
ISBN (Print)1522559663, 9781522559665
DOIs
Publication statusPublished - 2018 May 25

ASJC Scopus subject areas

  • Social Sciences(all)
  • Computer Science(all)

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    Okada, A., Ishida, Y., & Yamauchi, N. (2018). In prosperity prepare for adversity: Use of social media for nonprofit fundraising in times of disaster. In Innovative Perspectives on Public Administration in the Digital Age (pp. 42-64). IGI Global. https://doi.org/10.4018/978-1-5225-5966-5.ch003