What is it about?
This research draws on netnographic and interview data to narrate how a Ukrainian charity used social media to discharge its accountability. We found that the charity completely changed the way it accounted to its supportive crowd - enabling it to raise over USD110 million in donations in 2022 via social media.
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Why is it important?
The dialogic approach used by this charity was suited to the difficult context in which it operates. However it also shows how charities can (and should) engage with their supporters, by responding to their needs for accountability and adapting to the social media environment. A crisis is not needed to spur this. It also shows that 'accountability' comes not only from using formal, regulatory accounts, but can provide a message in many forms.
Perspectives
I want to encourage charities to provide information about their performance in a way that their stakeholders understand and use. This study of social media use and the way the charity pivoted to respond to its supporters, despite its difficult circumstances, is a real lesson.
Adjunct Professor Carolyn J Cordery
Victoria University of Wellington
Read the Original
This page is a summary of: Unfolding crowd‐based accountability of a charity fund during the war, Financial Accountability and Management, August 2024, Wiley,
DOI: 10.1111/faam.12410.
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