Effect of social media sentiment on donations received by NPOS

Abstract

Previous literature has analyzed the effect of internet disclosure on NPO donations, specifically, through website disclosure, showing a positive relation between internet disclosure and NPO income. Nonetheless, there is a lack of studies examining the association between sentiment on social media and NPO donations. Therefore, the aim of this study is to examine the effect that sentiment in Twitter messages has on the donations received by NPOs. Using a sample of NPOs listed on the Non-Profit Times 100, we examine whether the sentiment transmitted by the NPOs through Twitter affects their donations. The results show that the sentiment associated with certain specific categories of messages (community messages and information messages about matters not directly related to the NPO) has a significant effect on the amount of donations received.