Relationship of Social Media Use and Fundraising in Jesuit Secondary Schools: What the Data Suggest
Social media has been used extensively by private Jesuit secondary schools to engage with alumni and other constituents to foster long-term relationships by building commitment through alumni donations. This study looked to bridge fundraising and social media use framed by Commitment-Trust Theory. Extensive data was collected on school characteristics, fundraising, and social media usage from Jesuit secondary school development offices. An analysis of the online survey data showed no correlations between social media use and fundraising. However, linear regression modeling revealed three organizational variables that influenced donations. The current research study provides future areas of research for other institutions' usage of social media and fundraising. It provides recommendations for practice.
DiFato, Anthony, "Relationship of Social Media Use and Fundraising in Jesuit Secondary Schools: What the Data Suggest" (2019). ETD Collection for Fordham University. AAI13884769.