Research On The Influencing Factors Of Public Welfare Proiect Fundraising Ability Based On Internet Donation Platform

With the rapid development of the Internet era,the traditional operation mode of charity in China has been greatly changed,and the public welfare has gradually moved to the civilian and mobile.Due to the high correspondence between Internet characteristics and private charity,online charity has become an important form of activities of private organizations in China.As of May 2018,20 domestic institutions have been approved by the Ministry of civil affairs as legal online donation platforms.This paper focuses on the influencing factors of the fund-raising ability of the public welfare project which initiated the donation request through the Internet donation platform.First of all,through the collection and search software,this paper has accumulated more than 20,000 public welfare project data in 7 platforms including Tencent public welfare,ant financial service,Sina micro public welfare and relaxed public welfare.Then with the help of binary logistic regression method,a prediction model of fund-raising ability of public welfare projects based on the network donation platform is constructed.The overall prediction accuracy of the model is 93.4%.The accuracy rate of the model to identify the failed public welfare projects is 98.5%,but the accuracy rate to judge the successful public welfare projects is only about 50%.Thus logistic regression draws four conclusions:first,fund-raising objectives and time have a negative impact on the fund-raising ability of public welfare projects.Secondly,the number of donations and the number of feedbacks have a positive impact on fundraising ability.Third,assuming that other factors remain unchanged,the more detailed the progress of public welfare projects,the higher their fundraising capacity.Fourthly,with the reference of non-go vernmental public welfare,whether the sponsor of the project becomes an individual or a public charity organization,it has a positive impact on the fundraising ability of the public welfare projectIn the end,on the basis of regression analysis,this paper also makes a qualitative analysis on the influencing factors of fundraising ability of public welfare projects through the method of fsqca.The results show that the key factors affecting the high fundraising ability of public welfare projects are the comprehensive strength of the platform and the degree of disclosure of project information.At the same time,the non disclosure of project information is the main cause of low fundraising ability of public welfare projects.