Liking a cause on Facebook or retweeting an appeal on Twitter can make potential donors less likely to give in the future, according to new research.
The University of British Columbia study, released this month, found most people do not donate when given the chance to show public support for charities in social media.
“Charities incorrectly assume that connecting with people through social media always leads to more meaningful support,” report co-author Kirk Kristofferson said.
The study comes amid recent debates about so-called “slacktivists” who use social media to get the warm, fuzzy feeling of supporting a cause without providing any meaningful contribution.
In a series of studies, researchers invited people to engage in an initial act of free support for a cause – such as joining a Facebook group – before asking them to donate money or volunteer their time.
They found that public tokens of support resulted in would-be donors being less likely to provide support later. This was because the public endorsement satisfied their desire to look good to others, reducing the urgency to give, researchers said.
However, those who expressed support privately, such as anonymously signing a petition, were more likely to give later as they felt their values were aligned with the cause.
With Christmas – traditionally one of the biggest fundraising periods of the year – approaching, Mr Kristofferson urged not-for-profit groups to rethink their marketing strategies.
“If charities run public token campaigns under the belief that they lead to meaningful support, they may be sacrificing their precious resources in vain,” he said.
“If the goal is to generate real support, public facing social media campaigns may be a mistake.”
The report also addressed concerns that the proliferation of pink on social media profiles in support of breast cancer, for example, were detracting from the cause.
“Many fear that ‘pink washing’ has detracted the public focus from cancer research and support programs, instead creating a trendy and high-profile way to present a positive image for both individuals and firms,” the report said.
“Our results suggest that under certain conditions, this concern is warranted.”
However, it is not all bad news for not-for-profit groups looking for donations. The report recommends using social media content to draw attention to the similarities between the values of causes and potential donors and making token support campaigns more private.
