Intimate technologies for affective development: how crowdfunding platforms commodify interpersonal connections

Abstract

Recently emerged as transformative fundraising tools for development causes, crowdfunding platforms leverage the ‘feelingful ties’ that connect individuals in pursuit of non-governmental organisation (NGO) fundraising. Focussing on research conducted in 2018 with Indian platform LetzChange, this article frames crowdfunding platforms as ‘intimate technologies for development’, exploring how they leverage different forms of social and digital capital from their NGO partners to shape power relations within the development sector. By examining how crowdfunding platforms train local NGO staff to market their projects in digitally affective ways on social media, I demonstrate the influence of modern technological tools that recreate affective social bonds and social capital in digital spaces for the purpose of mobilising donors. I show how NGO staff must navigate the complicated landscape of social, digital and financial inequalities created within the crowdfunding process. Through analysis of specific digital fundraising practices, I reveal how LetzChange compels its NGO partners to invest emotional labour into crowdfunding campaigns, inevitably creating apprehension from staff around the depletion of social capital. I argue that affective digital practices like crowdfunding fall short of their inclusive aims and reinforce existing top-down power relations in the development sector by financially instrumentalising the interpersonal connections of NGO staff.

Keywords:

• ICT and the digital economy
• humanitarianism
• aid and capital flows
• India
• social capital
• crowdfunding

Acknowledgements

This article was developed following a paper presented at the University of Birmingham during the Development Studies Association annual conference in June 2020, and is based on findings from the author’s doctoral research on crowdfunding platforms and NGOs in India. Warmest thanks to the special issue editor Dr Tanya Jakimow for her limitless capacity to provide advice and constructive feedback. Special gratitude to Dr Anke Schwittay and Professor Geert De Neve at the University of Sussex for their tireless support in bringing these ideas to light.

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

1 The crowdfunding platform LetzChange has recently merged with the larger Indian philanthropic entity GiveIndia, with the aim of combining LetzChange’s strengths in online crowdfunding with GiveIndia’s expertise in payroll and subscription giving.

Additional information

Notes on contributors

Shonali Ayesha Banerjee

Shonali Ayesha Banerjee is Research Associate at the Centre for Strategic Philanthropy within the Judge Business School, University of Cambridge. This article is based on research conducted during her PhD in international development at the University of Sussex. She also holds an MSc in development studies from SOAS, University of London, and a BA in international affairs and political science from The George Washington University. Her research interests include philanthrocapitalism, digital platforms, ICT4D and new media in development.