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  3. The symmetry is elegant: almost a billion people in the world lack access to clean water, while the social media sites Facebook

The symmetry is elegant: almost a billion people in the world lack access to clean water, while the social media sites Facebook

admin2018-01-08  31
问题    The symmetry is elegant: almost a billion people in the world lack access to clean water, while the social media sites Facebook and Twitter have roughly the same number of users. Marrying the two is Water Forward, a site launched last year that aims to raise money for-drinking water in poor countries. Designed as an online photo album, users buy space for friends at $ 10 per portrait. The funds go to an organisation called charity: water, which has since 2006 collected over $40m, much of it online. Other charities are eager to exploit the fund-raising potential of social media. Nine out of ten non-profits in America have a presence on Facebook according to the latest Nonprofit Social Network Benchmark (NSNB) report, a survey of nearly 11,200 non-profit professionals.
   The Internet abounds with social-networking tools raising money for good works, such as Causes (an application on Facebook) , Crowdrise and Network for Good. These sites and platforms let users connect with charities and each other, plan events, donate directly or create projects to fund-raise among friends. On Causes, for example, participants can use a birthday to rally friends to give to a particular charity.
   But social media are no gold mine for do-gooders. Fewer than half the non-profits surveyed in the NSNB report got more than $ 10,000 a year from Facebook, and only 0.4% reported raising $ 100,000 or more. A survey by Blackbaud, a software and service provider for charities, predicts a rise in donations in 2012, but no significant gains from social media. Traditional fund-raising, using direct mail and events, is far more effective than newer methods, such as e-mail and social networking.
   The charities that raise a lot from social media vary widely in size and budgets. But each has an average Facebook following of nearly 100,000, more than 15 times the norm, according to the NSNB report. They also now dedicate lots of staff time to social media and have carefully followed the success of their fund-raising.
   Allison Fine, co-author of a book called The Networked Nonprofit, argues that social media offer a handy, low-cost way to build a network of supporters who share ideas and information. But donations come only when the bonds are strong and the network is big. The most successful charities tend to show donors what their funding will achieve. Charity: water counts the number of wells dug and rainwater catchments built. DonorsChoose, another online charity, has raised more than $ 101 m by letting people fund projects at American public schools.
   "A lot of charities may feel like it’s slow going," says Katie Bisbee of DonorsChoose. She adds that fan pages are good for relationships, but for fund-raising the most profitable tool is to get donors to share news of their donation on their own Facebook page. Through the social network, DonorsChoose raised $ 2m in the 2010-2011 school year.
   This belies the charge that networked do-gooders are " slacktivists ". So too does a study from Georgetown University and Ogilvy PR, a public-relations firm, which finds that Americans who back causes through social media are often active in other ways too. So a campaign that does not raise money at first may still lure supporters and potential future donors.
   
选项
答案F
解析 根据题干中的“Where the funding has been used”可定位到第五段第三至五句，最成功的慈善组织往往会向捐助者表明“what their funding will achieve”，即他们资金的用途。而“慈善：水”就是其中的一个例子，该组织计算了挖掘的水井和修建的贮水池的总数，因此F选项为正确答案。
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