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The nature of online social good networks and their impact on nonprofit organisations and users

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Author(s): Katherine Branston | Lee Bush

Journal: PRism Online PR Journal
ISSN 1448-4404

Volume: 7;
Issue: 2;
Date: 2010;
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Keywords: public relations | social networks | e-philanthropy

ABSTRACT
Social good networks are online networks that connect non-profit organisations and causes with the public. A term coined by the researchers, social good networks have recently emerged as part of a larger e-philanthropy trend. With scant research on this specific area of e-philanthropy, little is known about social good networks and their potential as relationship-building tools.Using a mixed methods approach, this study examines the features and functions of social good networks, the uses and gratifications of network users, and the potential impact on non-profit organisations. The study concludes that social good networks are a viable tool for building broader, long-term relationships, but may not have a significant impact on short-term fundraising goals.
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