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With the advancement and proliferation of technology, non-profitorganisations have embraced social media platforms to improve their operationalcapabilities through brand advocacy, among many other strategies. The effect ofsuch social media campaigns on these institutions, however, remains largelyunderexplored, especially during disaster periods. This work introduces andapplies a quantitative investigative framework to understand how social mediainfluence the behaviour of donors and their usage of these platforms throughout(natural) disasters. More specifically, we explore how on-line engagement -- ascaptured by Facebook interactions and Google search trends -- corresponds tothe donors' behaviour during the catastrophic 2019--2020 Australian bushfireseason. To discover this relationship, we analyse the record of donations madeto the Australian Red Cross throughout this period. Our exploratory studyreveals that social media campaigns are effective in encouraging on-linedonations made via a dedicated website. We also compare this mode of giving tomore regular, direct deposit gifting.

Analysing Donors' Behaviour in Non-profit Organisations for Disaster Resilience: The 2019--2020 Australian Bushfires Case Study