Donor Retention in Online Crowdfunding Communities: A Case Study of DonorsChoose.org

Online crowdfunding platforms like DonorsChoose.org and Kickstarter allow specific projects to get funded by targeted contributions from a large number of people. Critical for the success of crowdfunding communities is recruitment and continued engagement of donors. With donor attrition rates above 70%, a significant challenge for online crowdfunding platforms as well as traditional offline non-profit organizations is the problem of donor retention. We present a large-scale study of millions of donors and donations on DonorsChoose.org, a crowdfunding platform for education projects. Studying an online crowdfunding platform allows for an unprecedented detailed view of how people direct their donations. We explore various factors impacting donor retention which allows us to identify different groups of donors and quantify their propensity to return for subsequent donations. We find that donors are more likely to return if they had a positive interaction with the receiver of the donation. We also show that this includes appropriate and timely recognition of their support as well as detailed communication of their impact. Finally, we discuss how our findings could inform steps to improve donor retention in crowdfunding communities and non-profit organizations.Comment: preprint version of WWW 2015 pape

“Experience First”: Investigating Co-creation Experience in Social Product Development Networks

Social product development (SPD) is a network-based innovation model in which firms or platforms use social mechanisms and social technologies to mobilize organizationally independent individuals––co-creators––to co-create new products. SPD networks require the maintenance of external participation across the innovation cycle to survive competition and thrive in the innovation sector. While prior research suggests that the viability, survivability, and productivity of social networks generally depend on user experience, we have limited evidence on the particular role of user experience in the context of SPD networks. Responding to this need, we introduce a conceptual model to theorize and operationalize co-creation experience in SPD networks. Through validating the proposed model, we demonstrate why co-creation experience is critical for predicting co-creators’ behavioral intentions and maintaining their actual contribution. Finally, we explore the theoretical and practical implications of the results. Future studies can leverage the findings to better capture co-creation experience and contribute to designing successful SPD networks

Players' Motivations to Participate the Mobile Game Design with the Game Creator

The thesis investigates the players' motivations to participate in the innovation process of mobile game design. The topics of the thesis are mobile game, online community, and user-centered innovation. Although many researchers have studied the fields, there is not enough research looking into the practice of user-centered innovation and the role of online community in the mobile game industry. Meanwhile, mobile game creators seek for players' feedback and ideas to improve games and, further, players' loyalty. Thus, the thesis attempts to present a new model to demonstrate the motivations. The model provides the insights to explore the factors of a successful innovation community. It also displays the determinants of an attractive environment for users to share ideas. The thesis uses content analysis. The data is from "Ideas & Feature Requests" of Clash Royale online community, a mobile game produced by Supercell. The thesis concentrates on card idea threads. Total 2198 threads are analyzed. A research model is built based on the previous research. "Enjoyment", "Feedback", and "Leadership" (with "Lead Member" and "Moderator") are the motivations in the research model. The analysis results affirm the motivations and give more insights. The results find that "praise" and "advice" are the essential types of feedbacks. And feedbacks could increase enjoyment. The final model consists of "Enjoyment", "Feedback" (with "Praise" and "Advice"), and "Leadership" (with "Lead Member" and "Moderator"). It indicates the influence of feedback on enjoyment as well. In conclusion, enjoyment encourages players to participate innovation; feedback and leadership draw them to share the ideas

The Impact of Crowds on News Engagement: A Reddit Case Study

Today, users are reading the news through social platforms. These platforms are built to facilitate crowd engagement, but not necessarily disseminate useful news to inform the masses. Hence, the news that is highly engaged with may not be the news that best informs. While predicting news popularity has been well studied, it has not been studied in the context of crowd manipulations. In this paper, we provide some preliminary results to a longer term project on crowd and platform manipulations of news and news popularity. In particular, we choose to study known features for predicting news popularity and how those features may change on reddit.com, a social platform used commonly for news aggregation. Along with this, we explore ways in which users can alter the perception of news through changing the title of an article. We find that news on reddit is predictable using previously studied sentiment and content features and that posts with titles changed by reddit users tend to be more popular than posts with the original article title.Comment: Published at The 2nd International Workshop on News and Public Opinion at ICWSM 201

Animating and sustaining niche social networks

Within the communicative space online Social Network Sites (SNS) afford, Niche Social Networks Sites (NSNS) have emerged around particular geographic, demographic or topic-based communities to provide what broader SNS do not: specified and targeted content for an engaged and interested community. Drawing on a research project developed at the Queensland University of Technology in conjunction with the Australian Smart Services Cooperative Research Centre that produced an NSNS based around Adventure Travel, this paper outlines the main drivers for community creation and sustainability within NSNS. The paper asks what factors motivate users to join and stay with these sites and what, if any, common patterns can be noted in their formation. It also outlines the main barriers to online participation and content creation in NSNS, and the similarities and differences in SNS and NSNS business models. Having built a community of 100 registered members, the staywild.com.au project was a living laboratory, enabling us to document the steps taken in producing a NSNS and cultivating and retaining active contributors. The paper incorporates observational analysis of user-generated content (UGC) and user profile submissions, statistical analysis of site usage, and findings from a survey of our membership pool in noting areas of success and of failure. In drawing on our project in this way we provide a template for future iterations of NSNS initiation and development across various other social settings: not only niche communities, but also the media and advertising with which they engage and interact. Positioned within the context of online user participation and UGC research, our paper concludes with a discussion of the ways in which the tools afforded by NSNS extend earlier understandings of online ‘communities of interest’. It also outlines the relevance of our research to larger questions about the diversity of the social media ecology