Grass Roots: Are Internet contests a good way to support charities?

….Nonprofits building social networks seem to be betting on a lasting connection with their organizations, but that?s not what research on online engagement suggests, says Lewis Friedland, a professor of journalism and mass communication at the University of Wisconsin-Madison: “There?s not a lot of evidence that people who click online are more likely to be mobilized to engage in the work of an organization.”