Research On The Cultivation Of Charitable Organizations To Public Donation Intention

As the third department of the society,charitable organizations provide services in some aspects,such as education funding,environmental protection,disaster relief and medical care.They play an essential role in the society.Unlike the government,charitable organizations do not have compulsory administrative power to allocate resources,nor can they pursue the maximization of profits in the market-oriented operation mode.Charitable donation,a social activity,is the foundation of the development of public welfare.Fund-raising is vital to non-profit organizations.The development of the Internet makes it convenient for charity organizations to raise funds.The Internet makes public welfare available to every person,and a variety of participation ways also makes public charity donation possible,promoting public welfare advocacy.With the in-depth development of philanthropy,the public has more choices on what kind of charitable organizations or projects to donate,which puts forward higher requirements on the fund-raising of charitable organizations.However,cultivating the public's willingness to donate is the most important part in the fund-raising process of charitable organizations.Only when the public has the willingness to donate can they make donations,so charitable organizations pay more attention to the cultivation of the public's willingness to donated.Therefore,charitable organizations need to master some strategies when they raise money from the public,such as the basic knowledge of fund-raising and certain action skills.Effective strategies can help organization attract the attention of public successfully.Focusing on public donation willingness cultivation provided by philanthropic organizations,this paper will probe into the solutions to achieve good governance through getting funds,realizing social advocacy,uniting efforts from society,and solving social problems.In this paper,Nanchang N foundation is chosen as the case object for its better performance and social reputation,and contributions to the formation of fairly complete strategies in cultivating the public's donation willingness as a charity organization in the undeveloped areas of central China.First of all,therelated literature review and detailed introduction of the advanced experience from British and American countries,Hong Kong and Taiwan will be expressed.Secondly,based on the case study of Nanchang N foundation,the effective strategies will be concluded according to interviews with foundation's main staff and data collected through observations:(1)meeting the needs of different donation groups;(2)paying attention to emotional experience;(3)financial transparency;(4)attaching importance to the brand image construction;(5)establishing partnerships among organizations.And then,further analysis on shortcomings of N Foundation will be proposed:(1)shortage of professionals;(2)lack of appropriate compensatory feedback;(3)absence of donors' information management;(4)resource dependence.Finally,the corresponding suggestions and countermeasures will be put forward:(1)internally speaking,it is of great necessity for charitable organizations to establish professional fund-raising teams,diversify ways of donation-attracting and digitize the information of donors;(2)externally speaking,it is essential to standardize the environment of charitable fund-raising,develop cooperative relationships with charitable organizations and cultivate the public charity culture construction.