  Social media has been a powerful tool and an integral part of communication,
especially during natural disasters. Social media platforms help nonprofits in
effective disaster management by disseminating crucial information to various
communities at the earliest. Besides spreading information to every corner of
the world, various platforms incorporate many features that give access to host
online fundraising events, process online donations, etc. The current
literature lacks the theoretical structure investigating the correlation
between social media engagement and crisis management. Large nonprofit
organisations like the Australian Red Cross have upscaled their operations to
help nearly 6,000 bushfire survivors through various grants and helped 21,563
people with psychological support and other assistance through their recovery
program (Australian Red Cross, 2021). This paper considers the case of
bushfires in Australia 2019-2020 to inspect the role of social media in
escalating fundraising via analysing the donation data of the Australian Red
Cross from October 2019 - March 2020 and analysing the level of public
interaction with their Facebook page and its content in the same period.
