Virtual Philanthropy: Exploring Its Definition and Perceived Social Impact Through a Mixed-Method Approach

Virtual philanthropy, as a novel and distinct mode of digital giving, is expanding the boundaries of traditional philanthropy. Yet, little is known about this new phenomenon, which warrants academic inquiry. This study adopts a mixed-methods approach to conceptualize virtual philanthropy and examine the conditions under which the cases of virtual philanthropy generate higher perceived social impact. Based on cross-case comparative analyses of 40 global cases, we identify three core dimensions: nature of donation, donation mechanism, and beneficiaries, and three common characteristics: gamification, public-benefits, and stickiness. By employing fuzzy-set Qualitative Comparative Analysis (fsQCA), we identify three configurations associated with higher perceived social impact: Gamified Public-Benefit Path (C1), Sticky Public-Benefit Path (C2), and Ad Revenue with Single-Cause Path (C3). These findings contribute to addressing the ambiguity surrounding the definition of virtual philanthropy and offer practical insights for philanthropic practitioners seeking to design effective virtual philanthropy initiatives with high social impact.