FROM CLICKS TO COMMITMENT

This research investigated the motivations driving young adults to transition from digital activism (DA) to sustainable support for human rights non-profit organizations (NPOs). Given the financial uncertainties and competitive funding environment NPOs face, understanding how to engage younger generations effectively is crucial for NPOs’ long-term sustainability built on private funding streams. The research question guiding this study was: "What motivates young adults to transition from digital activism to sustainable support for human rights non-profit organizations?" A qualitative research approach utilizing semi-structured interviews provided in-depth insights into participants' perceptions, beliefs, and experiences regarding digital activism and commitment to human rights causes. Thematic analysis of interview transcripts following conversations with participants provided insights into the factors influencing young adults’ transition from DA to sustainable engagement with NPOs. Data collection involved both face-to-face and online interviews with 14 young adults, aged 20 to 35, who are active with human rights NPOs on Instagram. The findings reveal that young adults are motivated by both extrinsic factors like organizational prompts and social influence, as well as intrinsic factors like moral duty and personal connection to the cause. The study highlights the importance of trust and transparency in influencing young adults' willingness to provide sustainable support, confirming the critical role of perceived integrity in motivating donors. Additionally, this study suggests rethinking how sustainable support is conceptualized within the context of DA. Young adults are redefining sustainable support to include continuous digital engagement—sharing, liking, and posting about NPO activities—alongside traditional financial contributions. This expanded view suggests that NPOs need to adapt their strategies to leverage the power of digital tools in fostering long-term relationships with supporters.