Not-for-profit organizations (NFPs) are increasingly turning to online platforms to engage with donors. However, sharing rates of donation activity to social networking sites (SNSs) are low. Existing research has predominantly taken an aggregated approach to understanding SNS sharing behavior, therefore this study took a context-specific approach and explored; why do donors choose to share (or not share) donor recognition on social networking sites? A qualitative research design was employed using interviews with 20 Australian donors. Social, organizational and individual factors were identified as influential to donors’ decisions to share online donor recognition. This study extends understanding around online self-disclosure and firm-generated electronic word-of-mouth and provides strategic direction for NFPs to encourage greater donation sharing behavior on SNSs.

中文翻译：

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探索在社交网站上共享捐赠者认可的心理决定因素。

非营利组织（NFP）越来越多地转向在线平台与捐助者互动。但是，捐赠活动与社交网站（SNS）的共享率很低。现有研究主要采用一种综合方法来理解SNS共享行为，因此，本研究采用了特定于上下文的方法并进行了探索。捐助者为什么选择在社交网站上分享（或不分享）捐助者的认可？通过对20个澳大利亚捐助者的采访，采用了定性研究设计。社会，组织和个人因素被认为对捐赠者共享在线捐赠者认可的决定有影响。