The Research On Crowdfunding For Philanthropy Based On Network Communication

"Internet plus" is a new form to promote the innovation of knowledge society,its integration with traditional industries is to give full play to its value in the allocation of social resources optimization and integration,the innovation achievements into traditional industries,enhance creativity and efficiency of the industry,thus constructing the new ecological industry.Network crowdfunding for philanthropy make up for the shortcomings of the traditional way,the public can find diverse entrance to participate in the public welfare donations,it is favorable to promote the popularization of the concept of public service,the convenience of participation in the public welfare,the accuracy of the dissemination of public welfare,transparency of public welfare,the efficiency of public fundraising.A new ecological public welfare is forming,in which it is open and efficient,interactive connection,everyone involved in the public welfare.This paper from the macro perspective,used literature research,case analysis and other methods,on the basis of previous studies,the author defines the concept of crowdfunding for philanthropy combined with the development of the reality.With the idea and practice of crowdfunding for philanthropy deepening,it is showing a variety of forms.No matter what kind of the forms,its purpose is to break through the limit of time and space,let who have common values and common goals of public interest different regions get together,then form an online community.Through long-term observation,the author combined with a large number of cases of crowdfunding for philanthropy to analyze the experience of fund raising,then consider that it is important to focus on expanding communication channels and entrance in the channel level,in the content level,focus on efforts to strengthen strengthen the user acceptance,in the form level,focus on enhancing the degree of user participation,and in the user level is to adhere to the user centric,continuous mining user value.Beyond that,the platforms of crowdfunding pay attention to resources docking,the aim is to build a multi-dimensional public ecological connection.Crowdfunding for philanthropy based on the spread of the Internet has its own unique advantages,but also there are some realistic conflict and problems.Congregation raised platform as an intermediary should assume responsibility,strengthen the gatekeeper function,make efforts to shape credibility of the platform and the industry.The fund-raiser should take the sustainable development as the goal,take the self-discipline strictly,and improve the quality of information disclosure in order to win the trust of the investor,design the public project which has the brand value,innovative public welfare raising mode.In the long run,it should also build long-term donation mechanism by community operations,the relevant departments need to improve the law to promote the development of industry norms.Only multi collaboration can boost crowdfunding for philanthropy have a highly rational and healthy development in the future.