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In Prosperity Prepare for Adversity: Use of Social Media for Nonprofit Fundraising in Times of Disaster

In Prosperity Prepare for Adversity: Use of Social Media for Nonprofit Fundraising in Times of Disaster

Aya Okada, Yu Ishida, Naoto Yamauchi
Copyright: © 2023 |Pages: 23
ISBN13: 9781668471456|ISBN10: 1668471450|EISBN13: 9781668471463
DOI: 10.4018/978-1-6684-7145-6.ch037
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MLA

Okada, Aya, et al. "In Prosperity Prepare for Adversity: Use of Social Media for Nonprofit Fundraising in Times of Disaster." Research Anthology on Managing Crisis and Risk Communications, edited by Information Resources Management Association, IGI Global, 2023, pp. 748-770. https://doi.org/10.4018/978-1-6684-7145-6.ch037

APA

Okada, A., Ishida, Y., & Yamauchi, N. (2023). In Prosperity Prepare for Adversity: Use of Social Media for Nonprofit Fundraising in Times of Disaster. In I. Management Association (Ed.), Research Anthology on Managing Crisis and Risk Communications (pp. 748-770). IGI Global. https://doi.org/10.4018/978-1-6684-7145-6.ch037

Chicago

Okada, Aya, Yu Ishida, and Naoto Yamauchi. "In Prosperity Prepare for Adversity: Use of Social Media for Nonprofit Fundraising in Times of Disaster." In Research Anthology on Managing Crisis and Risk Communications, edited by Information Resources Management Association, 748-770. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-7145-6.ch037

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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.

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