Leigos para o Desenvolvimento: satisfação com a página de Facebook e a sua influência no passa-a-palavra e na inteção de doar no futuro

Abstract

Leigos para o Desenvolvimento (LD) is a Non-Governmental Development Organization (NGDO), founded in 1986. One of the problems that the organization faces is related to the need to ensure its sustainability, which depends largely on people’s donations. In this sense, the organization has invested in developing content for the Facebook page because it believes that, nowadays, is an efficient and effective means to publicize its mission and to raise funds, both in terms of monetary donations, whether in terms of volunteers.

In this context, it is crucial to realize the extent to which the organization's connoisseurs are pleased with the Facebook page and how that satisfaction influences the dissemination of the organization through spreading the word and the intention to donate in the future. Thus, the organization has made a questionnaire to 204 experts of the organization, but only a few knew the Facebook page and were able to evaluate their satisfaction with this mean of dissemination.

The results show satisfaction with the Facebook, but only a slight influence on this propensity to publicize the organization through spreading the word. However, the satisfaction with Facebook proves to be a good predictor of intention to donate in the future. These results will contribute to the organization to define an action plan to carry out activities to raise funds and to rethink and redirect its online presence on Facebook in order to benefit from it in order to ensure its sustainability.