Factors Influencing the Function of Social Media in Financial Crowd Funding in Charity Institutions Factors Influencing the Function of Social Media in Financial Crowd Funding in Charity Institutions Factors Influencing the Function of Social Media in Financial Crowd Funding in Charity Institutions

NGOs can benefit from crowd funding to achieve their prospects, since they are independent from government resources. The ever-increasing advances in Internet technologies and human interest in using social media is the main strengths to be considered. The purpose of this paper is to investigate the factors affecting the function of social media on the success of crowd funding of charity institutions, which is performed based on the grounded theory. In this regard, due to the lack of literature, the results of annual reports from countries and research centers and the experiences of charity financial managers have been studied and by reviewing articles line by line, content analysis coding has been done. The components have been sorted in 8 categories, validated and then shown in paradigmatic model and hypotheses were launched. The results show that the existence of a coherent financing strategy, efficient media management, and the credibility of fund are the reasons for the successful establishment of the project in the field of information technology and the proper use of the media, and the media advertising and communication with the funders provide a structural context for growth. This causes that the content be understood and needed budget be successfully funded.