The Role of Social Media in Fundraising: A Strategic Approach for Non-Profit Organisations

Resumen

The rise of social media has profoundly transformed the way non-profit organizations conduct their fundraising activities. These digital platforms not only broaden the reach of campaigns but also facilitate direct and meaningful connections with a wide and diverse audience. Despite the opportunities they offer, significant challenges remain regarding the implementation of effective strategies that maximize the potential of social media in fundraising processes. In this context, it is crucial to understand how these tools are used and the factors that influence their success.

The general objective of this study is to analyze the role of social media in the fundraising strategies of non-profit organizations, evaluating the factors that influence the success of these campaigns and their impact on resource acquisition.

For the development of this study, the PRISMA model (2020) was adopted as the research methodology, aiming to carry out a systematic review of the existing literature on fundraising and social media. A total of 40 scientific and academic articles were selected as the primary inputs for the review. These documents were chosen based on criteria of relevance, currency, and pertinence, allowing for the consolidation of a comprehensive view of the practices, strategies, and outcomes of fundraising campaigns conducted on social media platforms.

The results of the analysis indicate that fundraising campaigns conducted through social media are more likely to succeed when they incorporate emotionally-driven content capable of generating empathy and connection with the audience. Furthermore, it was identified that continuous interaction with followers—through comments, personalized messages, and frequent updates—significantly contributes to strengthening the online community’s engagement and increasing donation rates. Organizations that invest in building strong and authentic relationships with their followers experience a greater impact on resource acquisition.

It is concluded that social media represents a valuable tool to optimize the fundraising strategies of non-profit organizations. Strategic communication, based on emotional content and continuous interaction, is essential to foster donor engagement. Moreover, building meaningful relationships with followers not only increases participation but also strengthens the financial sustainability of organizations in the medium and long term.

Palabras clave

Metadatos

Código institucional

PROD-2026-0382

ISBN

9789942531582

Editorial

Compás

Idioma

Inglés

Licencia

CC-BY Acceso abierto

Grupo(s)

Sinergia digit@l (COL0151911)

Línea de investigación

Gestión del Talento Humano y Comportamiento Organizacional

Programa

Administración y Dirección de Empresas

Área OCDE

Ciencias Sociales · Economía y negocios

URI Minerva

https://sgi.redsummaeducation.education/minerva/item/383