ENG The double-edged sword of social media in crowdfunding for non-profit organizations
Abstract
This study aims to analyse how social media influence the perceived legitimacy of donation-based crowdfunding campaigns carried out by non-profit organisations on digital platforms. Based on the analysis of 50 donation-based crowdfunding campaigns promoted by non-profit organisations and 199 campaigns promoted by other entities in Spain during March 2025, the results reveal that engagement on social media is one of the key determinants of fundraising success for these organisations. Instagram and Twitter/X emerge as the platforms with the greatest impact, whereas Facebook shows a lower capacity for reach and visibility. Moreover, for the use of these social networks to have an effect on fundraising levels, it is not sufficient merely to have a presence on them; rather, it is essential to generate viral content and mobilise influential characters.
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