Research On Network Fund Raising Strategy Of Charitable Organizations From The Perspective Of Social Exchange Theory

As the third sector of society,charitable organizations play an increasingly important role in the fields of charity,environment,poverty alleviation,economic and social development.The healthy development of philanthropy is not only an important supplement to China’s social security system,but also an important part of social governance system.With the continuous development of Internet technology,public welfare has been inserted into the wings of "Internet plus",and the cause of network public welfare has sprung up.Internet charity is different from the operation mode of traditional charity.With its advantages of convenience,interactivity and transparency,it broadens the fund-raising channels of charity organizations and provides new ideas and methods for charity organizations.In 2016,the state officially promulgated the "charity law" through legislation,which provides legal protection for the development of charitable organizations and promotes the legitimacy,standardization,professionalism and effectiveness of charitable organizations’ fund-raising behavior.At the same time,it expands the development space of charity and provides convenience for social forces to participate in public welfare.At present,more and more charitable organizations launch public welfare projects through the network platform for publicity and financing.When facing various types of public welfare projects,it is often difficult for the public to make a donation choice.How should charitable organizations win the support of the public.In order to make charitable organizations make better use of the Internet to obtain social resources for public welfare projects,it is necessary to explore their fund-raising strategies.This paper selects the T project of Charity Association of H Province as the research object,uses the social exchange theory as the research perspective,collects the information needed by the research through interview and observation method,and on this basis,analyzes the basic principles and action logic of charity fundraising,clarifies the action process of charity organization’s public welfare projects,and summarizes its action strategies.It is found that online fund-raising of charitable organizations is a process of interaction and exchange among charitable organizations,donors,recipients and volunteers.This interactive mechanism with exchange relationship promotes the smooth progress of online fund-raising of charitable organizations.Guided by the micro exchange process of Blau,this paper divides the action process of charitable organizations’ online fund-raising into four stages:creating impression,attracting objects,charity mobilization and exchange completion.Through the in-depth analysis of the course of H charity T project,it is found that the project mobilizes the public to participate in the network fund-raising of public welfare projects from the aspects of donor’s demand satisfaction,emotional experience and social communication.T project has been widely supported by the public,at the same time,there are some problems,such as the shortage of professionals,the lack of donation data,resource dependence and so on.Finally,this paper puts forward some suggestions and countermeasures from four aspects:the specialization of fund-raising team,the personalization of return mode,the modernization of donor information management and the normalization of Inter Organizational cooperation.