Social Media Sharing May be Taking Money Away From Charities

By Gary Cutlack on at

The trend for clicking "like" underneath things may be having an impact on the money raised by charities, with one report suggesting people who think they're helping by liking and sharing appeals might not bother actually handing over any loose change the next time a tin's rattled their way.

The Sauder School of Business at the University of British Columbia compiled the report into our modern charitable mindsets, with co-author Kirk Kristofferson saying: "Charities incorrectly assume that connecting with people through social media always leads to more meaningful support. Our research shows that if people are able to declare support for a charity publicly in social media, it can actually make them less likely to donate to the cause later on."

The concept was tested with a Poppy Day campaign. People who joined a Facebook group to show their support were found to be less likely to contribute financially later when actually asked to pay for a poppy, because, by liking a thing, they felt like they'd already bravely done their bit. [Metro]

Image credit: Charity collection from Shutterstock