网络募捐已成为当今社会慈善资源募集的一种新常态。为了从微观的角度理解当前慈善组织和各类慈善项目通过网络募捐平台进行资源募集的状况、成效和存在的问题,本报告以广益联募平台作为案例,利用平台发布的2018年运营报告以及平台在官方网站上发布的公开项目数据,通过描述性统计分析方法,从执行项目数、项目目标金额及募款周期、项目筹款效果、项目支持人次、项目服务领域及执行机构类型等角度,详细地展现广益联募平台募捐项目和执行机构的状况,并借此探索当前网络募捐的主要特征和趋势:多平台发布项目将逐渐实现披露信息的互通;各个平台将着力提升用户捐赠和使用体验,并建立各具特色的服务定位;募捐常态化趋势将越来越明显,“狂欢式”募捐将逐渐弱化。
<<Internet fundraising has become a new normal for philanthropic resource mobilization. In a micro perspective to understand current status,effect and problems of fundraising,which charitable organizations and charitable programs of all types carry out through internet platform,this report studies the case of Guangyi United for Charity with reference to the data and annual report publicized on its official website. Through descriptive statistics analysis on number of programs,target amount and fundraising cycle,fundraising effect,number the public engaged in,service scope and type of organization,this report elaborates current status of fundraising programs on this platform,and discusses main features and trends. Main findings include that taking efforts in interchange of information disclosure among different platforms,improvement on user experience of donation,exploring uniqueness of different programs,and donation becomes a normal state in daily life rather than a donation carnival.
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