A variety of nonprofits and organizations have been the recipients of donation-matching chains, but it appears bail funds have been the primary choice for many looking to show their support for the fight against police brutality and racial inequality.
Additionally, Whillans said that people sometimes have an aversion to giving if they think other people aren’t actually donating or they don’t know how much. In the case of the current matching trend on Twitter, the attachment of a screenshot could help people to overcome that aversion, Whillans said.
“You have people going out on social media, actually showing where they’re donating and how they’re donating and this transparency could inspire other people to take action as well,” she said. Ultimately, the donation movement on social media is a way for people who are watching the protests unfold to feel a small piece of control by engaging in a tangible form of helping, when so much feels out of control.
“It is a very specific, tangible, concrete way we can take some of this anxiety and almost, like, hopelessness that would be easy to feel just by watching the news and turn it into an opportunity to help someone,” Whillans said.Kalhan Rosenblatt is a reporter covering youth and internet culture for NBC News, based in New York.
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