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Banerjee, Shonali Ayesha.Pdf A University of Sussex PhD thesis Available online via Sussex Research Online: http://sro.sussex.ac.uk/ This thesis is protected by copyright which belongs to the author. This thesis cannot be reproduced or quoted extensively from without first obtaining permission in writing from the Author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the Author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Please visit Sussex Research Online for more information and further details Intimate Technologies for Development: Micro-Philanthropy, Crowdfunding Platforms, and NGO Fundraising in India Shonali Ayesha Banerjee Submitted for the Degree of Doctor of Philosophy in International Development April 2020 I hereby declare that this thesis has not been and will not be, submitted in whole or in part to another University for the award of any other degree. Signature: Friday 3 April, 2020 2 Executive Summary of Thesis This thesis presents an account of my research on crowdfunding platforms and their non- governmental organization (NGO) partners in India. The current era of increasing reliance on technological advancement pressures the international development sector to innovate and digitize its programs and aid delivery. Crowdfunding platforms evolved in this technological climate to fill certain gaps between individuals and social projects. NGOs are compelled to diversify and innovate their fundraising strategies to keep up with industry standards and appeal to wider networks of individual donors. The primary research question addressed in this thesis is whether new fundraising models like crowdfunding are changing the overall landscape of development aid and NGO practice, particularly in India. I also investigate the emergent popularity of crowdfunding platforms and what this discloses about the relationship between Indian ‘micro-philanthropists’ and local NGOs. I have comprised this thesis of nine chapters segmented into three broader sections: Section I – Premise, Section II – Platforms, and Section III – Peer-to-Peer Fundraising. Section I outlines the premise for my research, covering the methodology, Indian context, and theoretical framework. Through semi-structured interviews, I gathered data from 6 crowdfunding platforms and 25 NGOs, in addition to on-site observations and online analysis. I then introduce the Indian context for my research, as India is currently undergoing a dynamic period of technological, political, and social change. Section I concludes with the theoretical and conceptual framework for this thesis. I situate crowdfunding at the nexus of three major bodies of literature: philanthrocapitalism, ICT4D, and digital inequalities and affordances, as well as the sub-themes of brokerage, citizen aid, and social media. Section II focuses primarily on ethnographic data gathered from 6 crowdfunding platforms. I discuss international crowdfunding practices for NGO fundraising, focusing on interviews with US-based platform GlobalGiving and their sister organization GlobalGiving UK. I explore how crowdfunding differs from mainstream top-down aid practices, and what role it aims to play in NGO fundraising. I then introduce the 4 Indian platforms I researched - Impact Guru, Ketto, LetzChange, and Small Change – and analyze key differences between the Indian and international crowdfunding platforms. I discuss how platforms appeal to NGOs and seek to distinguish themselves from each other. This Section concludes with data collected from NGOs operating in India, the majority of which use the crowdfunding platforms I researched. Section III focuses on the intimate and interpersonal aspects of NGO crowdfunding in India. I first explore trust in the Indian giving sector by discussing historical practices of giving and the pervasive levels of distrust that mark the Indian NGO sector. I detail how crowdfunding platforms help local NGOs rebrand themselves through marketing that harnesses the ‘technological intimacies’ of their existing social capital and interpersonal connections through social media and digital communications practices. At the center of my analysis lies an exploration of the nature of digital divides and inequalities, examining peer-to-peer (P2P) fundraising models and exploring how Indian crowdfunding platforms aim to blend existing intimate social bonds with the leverage of new technologies like social media and WhatsApp. I conclude the thesis by discussing whether crowdfunding platforms have created anything truly ‘new’ or if they have simply evolved existing practices into digital spaces. 3 Acknowledgements Not everyone is fortunate enough to have a veritable army of people supporting them through the grueling process of completing a doctorate— but as I am one of the lucky few, I take this opportunity to voice my gratitude. Doing research about a field I not only care about deeply, but that I’ve worked in myself has been one of the most challenging and rewarding experiences of my life. This project has always been, at its core, an endeavor to support local NGOs in their fundraising efforts and highlight their struggles, their experiences, and their stories. I hope I have achieved that. Thank you to all of the brilliant, generous people who participated in my research. To the Indian NGO staff who took time to speak with me about fundraising, the Indian platforms that shared their experiences, and my former colleagues at GlobalGiving who not only allowed me to interview them, but also connected me to many of my participants— thank you from the bottom of my heart. Big love in particular to Alison Carlman and Kevin Conroy, who 8 years ago hired a slightly-lost recent college grad with no Twitter handle to intern on the GlobalGiving digital marketing team. None of my research would exist if you two hadn’t given me a shot. A massive thanks to Iona Proebst and Tom Rosen at The Branch Foundation, who helped me develop a passion for NGO fundraising by telling the stories that matter. I also want to thank those who taught me at SOAS— particularly Dr. Mark McQuinn, who read my Aid and Development paper bemoaning the lack of literature on crowdfunding for NGOs and suggested I go out and write it myself. This of course leads me to thanking my incredible colleagues and doctoral studies team at the University of Sussex. Thank you in particular to Dr. Katie Walsh and Dr. Paul Gilbert for the incredible community they have helped create for us, and to my beloved ID PhD cohort— your collective support and friendship has been one of the best parts of this process. The lion’s share of gratitude goes to my incomparable supervisors, Professor Geert de Neve and Dr. Anke Schwittay, without whom this all would have been impossible. During a recent cohort discussion, a colleague said, “Shonali’s so lucky, she has the best supervision team!” And they were right. Thank you both for your guidance, support, and tireless faith in my ideas— if it’s true we stand on the shoulders of giants, then I am luck to stand on yours. While the research presented here is for my participants, this PhD itself is for my incredible friends and family. I dedicate this thesis to my friends in every corner of the world who have supported me, guided me, housed me, cried with me, and laughed with me over the last three and a half years. To my parents (real) Drs. Nasima and Saumitra Banerjee and my sister Mitali— thank you for believing in me, even when my journey has led down unexpected paths far from home. To my extended family— your endless love and support has meant the world to me. And most of all, thank you to my husband Thabani, who knows what it’s like in my shoes because he’s been by my side (often in the same room) doing his own PhD this whole time. Sharing this experience with you has been one of the great highlights of my life. Thank you all. 4 Table of Contents Table of Figures .................................................................................................................................... 8 Introduction ......................................................................................................................................... 10 0.1: Rationale for Research ................................................................................................................................... 11 0.2: Research Questions ......................................................................................................................................... 13 0.3: Overview of Thesis .......................................................................................................................................... 14 Chapter 1: Research Methodology ................................................................................................ 18 1.1: Research Methodology ................................................................................................................................... 18 1.2: Ethical Considerations and Positionality ....................................................................................................... 24 1.3: Field Research Access ..................................................................................................................................... 29 1.4: Field Research Timeline ................................................................................................................................
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