Researches On The Development Of The Chinese Micro Charity

In recent years,with the increasing popularity of the Internet as well as the number of Internet users,"Micro Charity" gradually are familiar and accepted by people. Many NGOs launch,calling and organize charitable activities in the Internet virtual platform by useing various WEB2.0technology.they Transfer ideas of "all public service" to the society,especially With the advent of microblogging,Public philosophy advocated by the micro charity quickly and widely spread and deeply rooted by using microblogging powerful information dissemination capabilities.Based on investigations, the thesis gives the definition of Micro Charity, analyzes its special background, and points out its characteristics. The emergence of micro blogs symbolizes the begining of Micro Charity, whose developing process can be divided into two periods:Micro Charity1.0and Micro Charity2.0. Mckinsey7S Model is used here to analyze and compare the organizational elements of Micro Charity and traditional root NGO from the perspectives of strategy, structure, system, style, staff, skill and shared values. Then the characteristics and evolution of Micro Charity are summarized. Making use of5W model in Communication, the thesis analyzes the public information communication mechanism from the angles of propagators, audience, contents, media and feedbacks, from which we can see that micro blogs spread public information quickly and effectively and extend the influences, creating the enviroment of public good for all the people and the whole society. Finally it points out the opportunities and difficulties in the development of Micro Charity, and puts forward suggestions.