| With the penetration of Internet technology into public charity,more and more public organizations rely on the Internet to raise funds,which has become the main way for public organizations to raise funds.As the Internet has dispelled the trust of netizens,the crisis of trust in Internet fundraising occurs frequently.In order to improve the trust of public organizations in network fund-raising,this study,based on the theory of stimulating organism response(S-O-R),discusses the dilemma and Strategies of improving the trust of public organizations in network fund-raising through the participation observation of a typical case of public organizations,supplemented by data obtained through in-depth interviews and other multiple empirical data.This study selects Yangzhou t foundation s project as a case,adopts qualitative research methods,and under the guidance of SOR theory,collects the data needed by the research through interview and participation observation,expounds the basic process of s project,and finds that public organizations and network platforms play corresponding functions in s project,and jointly disseminate public welfare project information to the social public as potential donors.The study also found that there are some problems in the process of the project,such as the small scale of the public welfare organization industry,the low reputation of the industry,the low initial trust of the donors;the poor optimization of web page visual design,network delay and other aspects of the network platform,and the limited payment channels.The above two factors also lead to the low dissemination of the public welfare project in the public.The reasons for these problems include the lack of professional talents,insufficient service capacity,policy and regulation restrictions of the foundation;the website platform is limited by business costs and insufficient government supervision.The corresponding strategies proposed in this paper are:to enhance the reputation of the public welfare organization industry through shaping the credibility and timely feedback of the implementation of the project;to strengthen the professional service ability training of the public welfare organization staff;to improve the communication degree of public welfare projects by using mass media,text language art,etc.;to optimize the web page design on the website platform,so as to achieve a balance between the visual beauty and the navigation of the web page.Finally,it is necessary to strengthen government supervision and introduce corresponding supporting policies to help the development of public welfare undertakings. |
