Online causes may attract more clicks than commitments
Collecting 'likes' via social media doesn't always translate into real-world donations
TOKEN GESTURES Collecting “likes” online or asking supporters to wear ribbons may not translate into real-world donations of time and money for charitable organizations.
Chris Gash
The Save Darfur Cause on Facebook had all the makings of a slam dunk cyber success. More than a million people joined the social media site’s digital movement a few years ago to save the people of Sudan’s Darfur region from mass slaughter.