The influence of social percolation in improving fundraising strategies of charity organizations

Abstract

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. This study is expected to be of help, based on an innovative technology, to all the donations initiators including private and public charity institutions.