More Transparency,more Money?the Relationship Between The Level Of Online Fundraising And Information Disclosure

With the continuous progress of science and technology,online fundraising in the field of public welfare and charity in China has developed rapidly,and more and more public charity organizations and individuals have participated in it,exerting more and more extensive influence on the whole society.Online fundraising platforms not only build a bridge between organizations and individuals for the connection of donation resources,but also play a positive role in promoting the innovation and development of new business ecology of public welfare and charitable organizations.However,due to the lack of supervision of fundraising platforms,a series of fundraising scandals have led to a severe crisis of trust in Internet public welfare.In this context,it is particularly important to explore the transparency and accountability of onl ine fundraising organizations in order to build a healthy and sustainable Internet philanthropic ecosystem.This study focuses on the practical performance of transparent accountability tools in online fundraising platforms.In combination with China’s legal requirements on project information disclosure of public charity organizations,regulations on project information disclosure of transparent components of Tencent Public Interest Platform,and the calculation method of organization information disclosure of China Foundation Transparency Index(FTI),this paper constructed the PTI model of project information disclosure of Tencent Public Interest Platform.This article uses project donation income as the performance of transparent accountability,and analyzes the relationship between the timeliness of information disclosure,disclosure sufficiency,completeness of disclosure and donation income of PTI.In this study,data from 265 online fundraising projects were collected by stratified sampling.The results show that the sample projects have excellent performance in the completeness of information disclosure and can disclose project progress in a timely manner,but they are mediocre in the adequacy of disclosure.Through regression analysis of sample data,this study found that project information disclosure can effectively increase the donation income.Among them,the timeliness of information disclosure and disclosure adequacy significantly affects the endowment of the project.The study also found that the integrity of the information disclosure,timeliness and sufficiency can bring different effects on different tissue types.In addition,a fundraising goal and the time of interaction further analysis found that project by extending fundraising deadline and cannot effectively increase donation income.When fundraising time is average or longer,the adequacy of project disclosure is most important to the organization’s fundraising income.This study highlights the strategy differences of fundraising organizations in different dimensions of information disclosure,and the differentiated impact of information disclosure on project fundraising income of different types of organizations.Study is not only beneficial to enhance transparency and accountability in the academia for Internet public knowledge,but also can promote a fundraising platform and the way of public offering regulatory organization innovation,create a active Internet ecology of charity.