The Status Quo Of Network Fundraising And Risk Research

Online fundraising is a new type of fundraising method that was born under the trend of "Internet+".It is a cross-border product that combines "network" and "charity".Based on the virtual platform of the Internet,everyone can become the initiator and participant of fundraising activities.This kind of fundraising method complements the participation of public welfare undertakings and promotes the universalization and diversification of traditional charities..The online fundraising platform is a fundraising carrier from the media era.Such a platform can not only provide individuals with relevant help-seeking information,but also create a "hot spot" or "headline" and other network social topics through platform promotion or user mining,causing public opinion.And has a wide impact.Although the Internet has created favorable conditions for the online development of fundraising activities,its unique characteristics of rapid communication efficiency,low threshold for launch,and wide influence have also increased the risk of online charity fundraising,which has been exposed in recent years.The network charity fundraising fraudulent donation news has all damaged the credibility of the platform as a source of communication,and also dampened the public's enthusiasm for participating in charity,and more inevitably increased the cost of sponsors to launch online fundraising.Therefore,understand the public's understanding and evaluation of the current network fundraising activities,the public's participation in the network charity fundraising habits,the fundraising information dissemination strategy,identify the risks involved,find out the underlying reasons,and how to improve the standard of online charity fundraising in China.Level and credibility have important implications.This paper analyzes the risks and causes of online charity fundraising through the use of motivation theory and emotional theory.At the same time,it uses the form of questionnaire survey to study the behavior habits and understanding and evaluation of public participation in online fundraising,and the network fundraising as a research.The object,taking the fundraising platform "Easy to raise" as an example,analyzes the current status and communication path of the charity fundraising platform under the"Internet+" environment.There are three actors in the network fundraising,namely the project's helpers,donors and channels.The dissemination platform of the fundraising,each subject has an important role in the effect of fundraising and the influence of fundraising.Based on the results of the survey,find out the causes of the risk of communication,and analyze the reasons for the lack of strict review of qualifications,the irrational participation of the audience,the credit problem of the source,and the lack of professionalism,resulting in a decline in credibility.The absence of rumors spreads cyber violence and ethical misconduct caused by cyber violence.Finally,the author proposes countermeasures from the aspects of subject responsibility,management system,social credit system and media public opinion.