Giving and sharing : The predictors and outcomes of online donor appreciation

In response to the global problem for nonprofit organisations of encouraging donors to keep donating blood, time and money, this thesis examines the effect of thanking donors using social media and email on their donation behaviour. This study also examines the factors that encourage donors to share recognition they receive from organisations on Facebook. Together the findings will inform strategic development of online donor appreciation programs, and solicitation efforts to improve donor recruitment and retention efforts