An increasing number of nonprofits are interacting with their current and prospective donors on social media. How to elicit donations effectively through social media, however, remains under-researched. This study applied the optimal matching theory to examine online interactions between nonprofit organizations and their followers. A 2 (valence of organizational post: positive vs. negative) × 2 (type of social support: emotional vs. informational) between-subjects experiment was conducted to investigate how the match between a nonprofit organization’s need and its followers’ social support impacts third-party observers’ perceived relationship satisfaction and donation intention. The mediation effect of enacted social support evaluation (i.e., perceived helpfulness, supportiveness, and sensitiveness) was also examined. It was found that organizational post valence exerted an indirect effect on third-party observers’ perceived relationship satisfaction and donation intention through perceived supportiveness and helpfulness. These mediation effects were conditional on the type of social support provided by online followers of the organization.

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如何将潜伏者变成捐助者？非营利组织及其追随者之间的在线社会支持互动研究

越来越多的非营利组织正在与社交媒体上的现有和潜在捐助者进行互动。然而，如何通过社交媒体有效地募集捐款仍在研究中。这项研究应用最佳匹配理论来研究非营利组织及其追随者之间的在线互动。进行了2个（组织职位的价格：正面对负面）×2（社会支持类型：情感对信息性）受试者间实验，以研究非营利组织的需求与其追随者的社会支持之间的匹配如何影响第三观察员对关系的满意程度和捐赠意向。还检查了已制定的社会支持评估的调解效果（即，感知的帮助，支持和敏感性）。研究发现组织后效通过感知的支持和帮助对第三方观察者的感知的关系满意度和捐赠意图产生了间接影响。这些调解效果取决于组织的在线关注者提供的社会支持的类型。