Analysis On The Influence Factors Of WeChat Public Welfare Fundraising

In recent years,there have been more and more new things in the public welfare field,such as ice bucket challenge,sports donation,public interest crowdfunding,transparency index,fingertip benefit...These are the new changes brought about by the development of the Internet.Social media and mobile payment make it more convenient and diversified for public welfare to spread,participate and supervise.In particular,social media connects public bodies and users bidirectionally.It is not only a space for aggregating public welfare information and a convenient channel for donors.At the same time,thanks to social media layout of public areas,mobilization,called on the public welfare is no longer need the official organization,each user can become a part of the whole process of public welfare,the "public interest" is gradually realized.Among them,Tencent public welfare as China's first Internet fund-raising information platform,relying on its social media products-WeChat to carry out a new era of public welfare spread of the process also shows the different from other social media public welfare platform and strong relationship between social welfare and unique,become a public interest in the dissemination of the important part can not be skipped.This paper selects Tencent public WeChat platform as the research object,takes platform donated project has ended in public welfare projects for the total sample.First,it expatiates on the background of the rise of social media public welfare and Tencent public WeChat platform different from other "Internet +The characteristics " platform.Then from the platform of public welfare projects related information,through the project type,initiator nature,the type of rescue object,public project transparency,the pressure of the acquaintance circle,fund-raising amount of the target size of several aspects of the test to explore and analyze the social media fund-raising effect and its impact factors.The first part mainly discusses the new situation of "Internet +" in the nonprofit sector.Firstly,this paper illustrates the background of the rise of social media public welfare communication,in the view of the rapid development of Internet and mobile payment,there are three essential factors in the rise of social media public Welfare: first,in addition to the continuous improvement of the construction of the industry itself,the government's functional transformation and the national construction norms also provide opportunities for development and institutional environment;Second,the development of technology to deconstruct the traditional way of public participation,ordinary individuals can also launch public welfare projects,and the public welfare participation methods are more diverse;Thirdly,the further development of civil society and civic consciousness makes people pay more attention to the solution of social problems with a sense of "ownership".Secondly,this article in the development of Tencent's public welfare to describe the status of the connector,supervisors and advocates,and clarified the platform "to donate together" "Sports donation" and other social activities,public welfare marketing,public participation in the way of innovation.In the last part of the first part,we put forward the closed-loop model of public welfare.Tencent public WeChat platform includes all the processes of public welfare activities into the system through mobilization mechanism,behavioral mechanism and feedback mechanism to minimize the participation and supervision cost for the public.The second part of this article tests the influential factors of Tencent charitable fund-raising effect.Firstly,the content analysis method was used to classify the basic information of the project,and then the descriptive statistics and the influencing factors of the correlative variables were tested by SPSS.22.The results show that in the research on the relationship between the characteristics of public welfare projects and fundraising capacity,the different types of projects,the nature of sponsors and the nature of the recipients of assistance will have an impact on the fundraising effect.There is no significant correlation between the number of progress reports and the observed indicators for transparency,and that the "donate together" with social factors can bring more donor participants,increase the rate of fund-raising project.In addition,the size of the target amount will also have a significant impact on the fund-raising rate,compared with the large amount of public welfare projects,small projects can better achieve the goal of fund-raising.The third part is a concrete analysis of the influencing factors of Tencent charitable fund-raising effect.For reasons of common interest,project origination time and coverage of beneficiary groups,projects of environmen.And the return expectations,self-realization needs,credibility and oversight capabilities have also become the reference criteria for potential donors to select project sponsors,and the elderly living alone are more willing to help than children with parents and families,young people with working abilities,and charitable organizations seeking to manage fees and charges.tal protection and education types are more likely to receive higher fund-raising rates.According to the test results,there is no significant relationship between project transparency and fundraising capacity in Tencent WeChat platform,on the one hand is due to the transfer of public supervision,on the other hand is many project information spread abroad the progress of the project,as the number of confirmed transparent index.In addition,the trust brought by the strong relationship,the sense of community belonging and the social relations extended from the offline to the online have made the pressure of the lap of the acquaintances play an active role in the better realization of the fund-raising effect of public welfare projects.In the last part,the paper discusses the problems of Tencent Public service WeChat platform and our public welfare industry,combine the previous analysis and the platform public welfare activities which arouse the wide discussion in the society,this paper proposes that the distribution of commonweal resources is uneven,the screening mechanism of home page project is not clear and excessive concerned about the fund-raising results,frequent public interest reversal events and lack of professionals affect the sustainable development of Tencent public welfare and the entire industry.In the face of the above challenges,the platform should improve the quality of the project,strictly control the access and the screening of the homepage project.The industry should accelerate the integration with the Internet industry,initiate self-innovation,and establish reasonable industry norms.The industry,platform and even individuals work together to form a good Internet public welfare system,and the concept of "public welfare" gradually deepens and eventually becomes a way of life.