A Study On Online Marketing Of Charity Project

Since 2008,after the Wenchuan earthquake,a huge wave of charity has been immediately set off in the whole country,while the philanthropic public awareness was awakened too.Then,the concept of "Everyone can be charitable" was deeply implanted in people mind.Although in recent years,our Welfare and Philanthropy Developed rapidly,but there are still big gaps in the per capita funding for public welfare charitable projects with other countries.One important reason is that they are have poor knowledge of related information about the charitable organizations and projects,even if they are full of love.Now,the development of Internet technology is bring lots of opportunities for many charitable organization and project to spread.They may design professional website,open accounts of all kinds of social media platforms and even open Taobao charity shops to disseminate information,raise money,organize activities,recruit volunteers and so on.Therefore,Public welfare charity project implement Internet Marketing seems feasible.On one hand,according to the "Chinese Internet donation research report",the generation after 80s is the solid strength for Internet donation,which is also constitute the main body of Internet users for those who search the Internet for information mostly.All above has laid a good foundation for welfare charity projects' Internet marketing.On the other hand,the current public welfare charity projects are becoming more and more homogenized,which leading to fierce competition between the public welfare charity projects and generally facing the problem of lack of resources.So,Public welfare charity project need to broaden their "marketing concept" and rely on their own ability to expand projects'development.Internet marketing is an excellent marketing approach with the characteristics of high transmission speed,low cost of marketing,it is of great significance for public welfare charitable projects of poor resources.The features of Internet marketing are also very suitable for public welfare and charity projects,of which has the characteristics with public universality,target multiplicity,information transparency and public supervision.In summary,it is very necessary for our public welfare and charity projects to carry out Internet marketing.In this paper,I choose "Ice bucket Challenge" as a case study.Under the guidance of the theory of the STSF model,I use participatory observation and network data analysis tools to analyze how the project of "Ice Bucket Challenge" use Internet marketing in the four stages of user search,user trust,the user selects and customer loyalty.The study found that it take full use of official website and microblog to transfer information,interact and then build trust In the mid-stage of network marketing.After the establishment of user trust,the item provided three major networks donation platform for people to donate and provide incentives to promote the user to select.The last stage,it took a variety of important means to maintain customer loyalty,such as Microblog platform customer relationship maintenance,micro-channel online Q&A,as well as timely and comprehensive public information disclosure through the Internet.In the end,I summarized several major trends of the current Internet marketing used by some public welfare and charity items,with the current prevalence of Internet charity in china.Then,I pointed some key strategies for public welfare and charity items'successful Internet marketing,such as search engine optimization and social media marketing,producing marketing content and designing creative activity for viral marketing,selecting the appropriate network fundraising platform,using a variety of network mobilization and the transparency of financial information.