Effects of Digital Fundraising Strategies on the Financial Performance of Small and Medium Agriculture Non-governmental Organizations in Nairobi County

Abstract

This study aimed at exploring the effects of digital fundraising strategies on the financial performance of small and medium-sized agricultural non-governmental organizations (NGOs) in Nairobi County. The study was guided by three specific objectives: To establish the digital fundraising strategies used by small and medium agriculture NGOs, to investigate the effectiveness of digital fundraising strategies in increasing the number and amount of donations received by small and medium agriculture NGOs and to establish the factors affecting the adoption of digital fundraising strategies by small and medium agriculture NGOs in Nairobi County. As the guidelines for the conducted research, Technology Acceptance Model (TAM) and The Psychological Theory of empathy were used to provide conceptualization of the effects of digital fundraising strategies on financial performance of small and medium-sized NGOs. The study utilized a descriptive research methodology and a qualitative approach through key informant interviews. It used qualitative data for validating findings and triangulating data sources. Data collected from interviews was analyzed through thematic analysis. According to the results of the study, most small and medium agriculture NGOs have adopted digital funding raising strategies ranging from social media fundraising, crowdfunding, E-mail and newsletter fundraising, donation pages on websites, mobile money donations, among others. These strategies are essential for enhancing the sustainability and growth of small and medium agricultural NGOs in Nairobi County. The study concluded that the digital fundraising strategies substantially impact the money produced by small and medium-sized agricultural non-governmental organizations in Nairobi County and recommended development of training and capacity building of the NGOs as part of skills development, integration of different channel approaches for fundraising, and develop a strong technological infrastructure as part of their digital initiatives.