What makes or breaks a health fundraising campaign on twitter?

Health campaigns that aim to raise awareness and subsequently raise funds for research and treatment are commonplace. While many local campaigns exist, very few attract the attention of a global audience. One of those global campaigns is Movember, an annual campaign during the month of November, that is directed at men’s health with a special focus on cancer. Health campaigns routinely use social media portals to capture people’s attention. Recently, researchers began to consider to what extent social media is effective in raising the awareness of health campaigns. In this paper we focus on the second goal of such campaigns (fundraising), and investigate to what extent different campaign strategies influence people’s visitor & donation behaviour. To that end, we analyze the 2013 Movember Twitter campaigns across four different countries, cross-correlating the awareness signals of Twitter users, with Movember visitors and donations raised through Twitter