You need a really large network

The charities that raise a lot from social media vary widely in size and budgets. But each has an average Facebook following of nearly 100,000, more than 15 times the norm, according to the NSNB report. They also now dedicate lots of staff time to social media and have carefully followed the success of their fund-raising.

Source: The Economist

Is this simply due to the low rate of return on social media fundraising appeals, or does a crowd effect exist, so that individuals are more likely to give because they see their friends give?

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