Nonprofit advocacy in a data science world: pay attention to attention.

Chao Guo is Associate Professor of Nonprofit Management in the School of Social Policy & Practice at the University of Pennsylvania.Gregory D. Saxton is Associate Professor of Accounting in the Schulich School of Business at York University.

1. Social Media and Nonprofit Advocacy: The Beginning of a New Paradigm
2. The Context of Social Media Advocacy
3. Getting Attention: An Organizational-Level Analysis
4. Building an Explanatory Model at the Message Level
5. Beyond Clicktivism: From Attention to Impact
6. The Future of Nonprofit Advocacy in a Data-Driven World