Student perceptions and experiences of charity on social media: the authenticity of offline networks in online giving

Abstract

Recent reports have cautioned that charities are behind the curve in taking advantage of the potential benefits of digital technologies and social media, a problem that particularly affects their engagement with young people. This article assesses the data from a series of focus groups, including a participatory digital element, with students and recent graduates (aged 18‐25), examining participants’ current engagement with charity online. The focus groups show that while the right celebrity or organisational backing helps charity messages cut through, overall it is those causes and requests for donations that come through family and friends that are still the main drivers of young people’s engagement with charity on social media. Supporting findings from similar studies, this shows that, despite the global connectivity digital offers, we should think carefully about what can be expected from the charity‐digital relationship, and the continued importance of existing offline relationships for students and new graduates.