Digital fundraising: towards a new form of 2.0 commitment serving nonprofit organizations

Abstract

The digital revolution has redesigned the associational network and boosted the creativity of nonprofit organizations calling for public generosity. Today, digital transition and organizing online fundraising campaigns became a key ingredient in financing associations' actions and projects thanks to a population of e-donors often underestimated but their contribution is decisive.

This article aims to take a stock of the new engagement trends related to digital transformation and implemented by non-profit organizations in order to promote and stimulate fundraising. Special emphasis will be placed on online fundraising and its significant contribution to spark a wave of support and solidarity serving non-profit projects. In order to capture this phenomenon through the reality lived and told by its main actors, a single case study was conducted in a Moroccan non-profit organization. The research carried out, through an exploratory qualitative approach, offers the opportunity to build a better understanding of the digital fundraising contribution to non-profits functioning and their projects goal achievement. Furthermore, the purpose is also to highlight the difficulties encountered in accessing digital technology and taking advantage of its potential, as well as the challenges to be met.

JEL Classification: L31, O33

Paper type: Empirical research