The Influence of Social Percolation in Improving Fundraising Strategies of Charity Organizations

摘要

This paper aims to take a deeper look into the influence that social network factors, specifically word of mouth, have on donations decisions. It assumes that people tend to take donation decisions more often when there is some "social pressure" towards them, rather that when they are faced with the same case that requires donation, but privately. The whole study is going to be conducted in the focus of the social percolation theory. A survey is conducted to test the hypothesis. The group participating in the study is presented with a specific case which requires donation. In addition to the statistical analysis, two computer simulated models describing the percolation also took place. This study is expected to be of help, based on an innovative technology, to all the donations initiators including private and public charity institutions. The percolation perspective will give them indications in improving the procedure, convincing people donate. Furthermore, the simulation tool offers early (weak) signals if the donation theme will percolate through the special interest community by exceeding the probability threshold.