Social marketing, Web 2.0 and donation-based crowdfunding in Spain: "Microdonaciones" and "Hacesfalta" digital platforms as a case study

Abstract

“Microdonaciones” and “Hacesfalta” are digital platforms launched by Fundacion Hazlo posible in Spain in 2012 and 2000, respectively, with the objective of supporting charitable campaigns promoted by nonprofit organizations. These campaigns aim at attracting altruistic contributions of money, in-kind, time or expertise for public benefit causes.

The main objective of this case study is to contextualize the use of digital platforms within the social marketing strategies employed by nonprofit organizations in order to encourage individual civic participation –through monetary donations or volunteering- in donation-based crowdfunding campaigns.