A Research On Internet Communications Of Chinese Non-governmental Philanthropy

Since the 90s of the 20th century, China Non-government Philanthropy has finally entered a new period of rapid development after a longtime silence, and has already become one of the most important support of social security system. But at this stage, the overall power of non-government philanthropy is still very weak and its social mobilization, influence are very limited. Due to the high-cost, the path of utilizing traditional media for information dissemination, charity raising and advocacy for non-government philanthropy itself is not practical. In the era of new media, because of its significant advantages such as low-cost and effective, it is a wise and inevitable choice for Chinese non-government philanthropy to employ the internet for the information dissemination and communication.As a combination of network and philanthropy, the on-line charity has become known to the public as a very common phenomenon; Through the network communication, enterprise which engage themselves in philanthropy are improving their social profiles while discharging their corporate social responsibility; Professional non-governmental organizations are also using internet to expand their own social influence; meanwhile, as the most basic unit of the internet communication that involved in the non-government philanthropy, the internet users act the testing roles of the effect of non-governmental philanthropy internet communication. In this paper, the author tries to examine these four types communication of non-governmental philanthropy, to analyze the problems during their processes of internet communication separately, and to make recommendations for optimizing these types of internet communication correspondingly.