Journal of African Development

This study examines the relationship between social media presence and financial sustainability in the context of NeoFusion Creative Foundation, a non-governmental organization based in Gurgaon, Haryana, India. Despite over a decade of impactful community work, having reached more than 15,250 students, distributed over 62,000 meals, and rehabilitated over 500 school dropouts since its founding in 2013, the organization continues to face chronic funding shortfalls that threaten the continuity of its programmes. Adopting a qualitative case study methodology grounded in the interpretive paradigm, the study draws on direct observation, semi-structured interviews with key stakeholders, and document analysis conducted during a social internship visit to the organization. Thematic analysis of the data reveals four interconnected findings: the organization maintains a limited and inconsistent social media presence; barriers prevent meaningful digital adoption; digital invisibility directly constrains fundraising outcomes; and a significant gap exists between the organization's on-ground impact and its public awareness. The study concludes that NeoFusion's funding challenges are primarily a consequence of strategic digital silence rather than insufficient public generosity, and recommends prioritized investment in digital communication capacity as a prerequisite for long-term financial sustainability