Influence Factors Of Personal-fundraising

More and more people care about philanthropy in China because of the Wenchuanearthquake, the year of2008was known as the first year of philanthropy in China.Philanthropy as one of the main carriers of wealth distribution of society, works as animportant complement part of Chinese social welfare system，has significant effect inreducing the gap between the rich and the poor, inspiring civil participation and promotinggreen GDP increase.During the rapid development of Chinese philanthropy, some serious problems hadbeen revealed such as capital shortage of charity organizations. At present, very few charityorganizations pay attention to personal fundraising, many institutions are not willing to dopublic fundraising because it requires more manpower and material resources than personalfundraising, but short-term outcomes of personal fundraising are not positive. Therefore,more organizations turn to enterprises for fundraising. As public understanding ofphilanthropy growth, the proportion of personal donations has significantly increased andserved as an indispensable part of fundraising. Firstly, websites doing public fundraisingalso sprout out, such as Sina philanthropy, Zhifubao charity platform, Tencent philanthropy,51Give and so on. What’s more, the proportion of personal donation is regarded as a vitalstandard of philanthropy development and civil participation.Compared to other countries, personal donations account for only a small proportionin total donation in China, much lower than developed countries. We come to realize thatresearches on influences factors of personal donation are essential to improve outcomes ofpublic fundraising. This paper mainly focuses on classification and analysis of influencefactors of public fundraising based on literature reviews and participant observation inChina Charity Aid Foundation for Children (CCAFC). I hope that this paper will providevaluable information and guidance for charity organizations to do efficient publicfundraising.