Sorry, but liking the Make-A-Wish Foundation on Facebook doesn’t count as fully supporting them. According to new research, those menaces to the society, which have the equally groan-worthy title of ‘slacktivists,’ are less likely to donate money to charity.
Researchers discovered that non-profit organizations are incorrectly assuming that support on social media is actually leading to meaningful support. The study originated from University of British Columbia’s Sauder School of Business where students asked people to engage in the first, free step of supporting a charity (liking it on Facebook, following on Twitter, etc.), then asked them to donate money.
Ha, nope! The study solidified what we’ve all known forever: People would rather bask in the public eye of being seen donating to feel-good charities rather than actually be proactive human beings. The Daily Mail writes that the “giving public endorsement satisfies the desire to look good to others, reducing the urgency to give later.”
Researcher Kirk Kristofferson adds:
“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.”
So, with the holidays approaching, nonprofits should probably think of other ideas in collecting donations since the only thing those Facebook likes do is make the social media intern look good.