The constant sharing on Facebook—and other sites such as Twitter and LinkedIn—means a college fundraising clip could be spread quickly by alumni who connect with hundreds of family, friends, and strangers via social networking.

“People are well connected online and can use those connections to assist their alma maters or favorite causes with fundraising and increasing the image of an organization,” Gasman said. “Although many individuals are not likely to … ask someone on the street for money, they will fight for a cause or ask others for contributions.”


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