%0 Journal Article
%T The nature of online social good networks and their impact on nonprofit organisations and users
%A Katherine Branston
%A Lee Bush
%J PRism Online PR Journal
%D 2010
%I Bond University, Massey University
%X Social good networks are online networks that connect non-profit organisations and causes with the public. A term coined by the researchers, social good networks have recently emerged as part of a larger e-philanthropy trend. With scant research on this specific area of e-philanthropy, little is known about social good networks and their potential as relationship-building tools.Using a mixed methods approach, this study examines the features and functions of social good networks, the uses and gratifications of network users, and the potential impact on non-profit organisations. The study concludes that social good networks are a viable tool for building broader, long-term relationships, but may not have a significant impact on short-term fundraising goals.
%K public relations
%K social networks
%K e-philanthropy
%U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Branston_Bush.pdf