Research On Online Fundraising Strategies Of Official Charitable Organizations

To achieve fundraising goals,charitable organizations have always attached great importance to the use of strategies.After entering the Internet era,“Internet + philanthropy” has sprung up,and the number of people who donate through the Internet has continued to increase.Many charitable institutions have made efforts online to carry out small fundraising.Especially since 2020,many charitable organizations have attached greater importance to online fundraising,with official charitable organizations represented by charitable associations“entering the market”,and the competition for online fundraising has become increasingly fierce.As latecomers to large-scale online fundraising,official charitable organizations fully utilize their existing resources,relationships,and advantages to construct their own online fundraising strategies.This article is centered on the "Happy Homeland" project of the J Charity Federation.With the help of resource mobilization and social capital,the use of participating observation methods,semi-structured interview methods and other information collection methods,mainly analyzed the online fundraising strategies of official charitable organization from the perspective of striving for governance support,strengthening organizational linkage and mobilizing village and communities to participate in three perspectives.Studies have found that:First,government resources are unique and important resource foundations for official charity organizations.J Charity Federation can gain administrative legitimacy of projects by seeking government recognition,and then strive to improve the social legitimacy of projects through government influence on the public,allowing the public to recognize and support the projects,in order to stimulate online donation behavior.Second,the cooperative relationship between the charity system is an important starting point for J Charity Federation to raise funds online.Relying on the network space and technology building platform,the charity organization in the charity system is combined to bring together charities within the charity system.By actively interacting with China Charity Federation and S Provincial Charity Federation and taking the initiative to obtain online fundraising projects and training support,and injecting resources to mobilize District or County Charity Federation to collaborate and popularize projects,so as to mobilize various charities to cooperate in online fundraising.Third,social resources are an important resource for online fundraising.J Charity Federation uses a network of relationships to mobilize village and community members to participate in online fundraising and donations,while also stimulating the participation and initiative of village and community members by enhancing value recognition and providing donation incentives.Overall,although official charitable organizations started their fundraising efforts online relatively late,they have been relatively successful.The reason for this is that official charitable organizations can quickly transfer offline resources to online,meaning that their own resources,relationships,and capital may be transformed into online fundraising advantages,and even convert offline donations into online donations to improve the "performance" of online charity.Among them,social capital is the core of its online fundraising strategy.Obviously,while the internet provides convenience for fundraising,it does not mean that every charitable organization and project can achieve fundraising goals.After the efforts of official charitable organizations to raise funds online,the amount of donations received has greatly increased.How to overflow resources,better support and support other charitable organizations,and promote the development of the public welfare industry,is an important topic of concern in the current public welfare and academic circles.