1. Dr. Richard D. Waters April 10, 2015 E-Philanthropy on the Social Web

2. The Role of the Internet in Fundraising 1999: $2.7 million raised online 2001: $110 million raised online 2004: $350 million raised online 2005: $750 million raised online 2008: $15.2 billion raised online  Each of these years were strongly influenced by tragedy. But, the Internet has become a standard component of nonprofits’ fundraising plans.  Despite the recent gains ($33 billion in 2014), it still represents less than 10% of total donations.

3. Synonyms: peer to peer fundraising, personal fundraising, group fundraising, viral fundraising, grassroots fundraising Traditional Peer-to-Peer NPO Organizational One-Way Communication Expensive Controlled Messaging Personal Two-Way Interactivity Inexpensive Uncontrolled Messaging Two Approaches to Community Building

4.  What do people respond to on Facebook?  2014 Journal of Public Relations Research study by Saxton and Waters

5.  Communication Styles and Response by the Public on Twitter are Similar to Facebook.  But what if we hashtagged this?  2015 Advances in Social Work by Saxton, Niyirora, Guo, and Waters

6.  Based on tweets from National Health Council members’ 75,934 tweets from Jan- Aug 2014  Members include for-profit and nonprofit  Guess whose tweets were less impactful?

7. Theory of Engaged Communication  Disclosure  Organization & Individual  Message Content  Publicity/Promotion  Information-Sharing  Dialogue  Community-Building  What strategic function of public relations does it serve  Message Characteristics  Length of message  Hashtags used  Links  Multi-media  Increased Stakeholder Engagement  # of Likes, Shares, Favorites  # of Comments, Conversations

8. Questions?  Dr. Richard D. Waters, Associate Professor, School of Management, University of San Francisco  rdwaters@usfca.edu rdwaters@usfca.edu  @WatersUSF