Contrary to what one might imagine, use Facebook to publicize cause in which you believe may not have the desired effect of having more people actively supporting it – that is, donating to it. It may seem obvious to some people, but this phenomenon has been studied by a gringa university and has explanation.
Researchers at the University of British Columbia conducted a survey with volunteers who were asked to support a cause free, were joining a Facebook group, accepting a toast or signing a petition. Then they were asked to donate money to the cause or do volunteer work.
The result was that those who supported more public manner donated less, while those who have done more discreetly just stuffing more into his pocket.
According to researchers, the reason is that, to publicly show their support, people feel they already have their accomplishment, because I spent a good impression to others. But when support in “secret”, choose more aligned causes to their values without impress anyone and thus give more.
This phenomenon is known as slacktivism, and its definition a willingness to show support at no cost, along with the lack of willingness to devote significant efforts that could cause some change. Half that relates also to the story sofa Revolution.
The conclusion is that, for institutions that rely on donations to survive, have such active participation in social networks can be more harmful than imagined. Despite help in spreading if the likes of fanpage not converted into income possibly there is not much advantage.