I agree, and I think I would go as far as saying that people will always be lazy. If there isn’t the prize right in front of their faces, it’s going to take a lot of voluntary action for the individual to vote or donate money for a cause. The Internet is basically free for the average consumer, so sharing an article might be the farthest the user is willing to go for a cause.
I mean, I think that’s why advertising exists. It’s clever and strategic, which is why big business that have the money are able to get to where they are today.