Purpose

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.

Design/methodology/approach

This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.

Findings

We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.

Originality/value

This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.

中文翻译：

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时刻或运动——“黑人生命也是命”运动对个人和社会慈善众筹活动的异质影响

目的

每当社会运动解决的社会不公正问题受到媒体高度关注时，慈善众筹平台就会提供一个机会，通过向受影响的人们捐款来积极倡导平等。这项研究探讨了乔治·弗洛伊德死后“黑人生命也是命”运动和相关的社会抗议周期如何影响具有个人目标和支持黑人社区的社会目标的活动的捐赠行为。

设计/方法论/途径

本文采用定量研究方法，在 GoFundMe 数据集上应用准实验研究设计。总共分析了 67,905 项活动和 1,362,499 笔个人捐款。

发现

我们发现支持黑人社区的活动的捐款有所增加，而以社会为目标的活动比以个人筹资为目标的活动的持续时间要长得多。根据解释水平理论，我们将这种异质性归因于社会运动旨在解决的问题的抽象水平的变化。

原创性/价值

这项研究增进了对慈善众筹中个人捐赠行为的认识。我们的结果凸显了慈善众筹活动作为社会抗议周期的一部分在促进社会正义和反歧视方面发挥的重要作用。