Research On Fundraising Strategies Of Non-profit Organizations To Attract Individual Donations

In recent years,our country’s non-profit organizations have developed rapidly.They play an important social role.However,there are some problems in the growth of non-profit organizations,especially the funding problem seriously affects the operation of non-profit organizations.The main body of individual donations in social donations occupies an increasingly important position in the fundraising of non-profit organizations.Therefore,for non-profit organizations,fundraising is a crucial work,and the research on the fundraising strategies of non-profit organizations needs to attract the attention of scholars.This study focuses on the theme of non-profit organization fundraising,and explores the fundraising strategies of non-profit organizations to attract individual donations,so as to provide strategic suggestions for non-profit organizations to obtain social resources and achieve good social advocacy.This study takes Guangzhou S institution as the case study object.It uses qualitative research methods.It uses semi-structured interviews and semi-structured observations for data collection.At the same time,it also summarizes the national policies,organizational documents,interview records,practice diaries,observation notes and other materials.Firstly,this study reviewed and sorted out the relevant literature on fundraising and individual donation behavior of non-profit organizations.Combining social exchange theory and existing research results on the attractiveness of individual donations in Chinese non-profit organizations,this study sorts out the actual principles of fundraising of non-profit organizations,the influencing factors that affect individual donors’ willingness to donate,the types and corresponding characteristics of individual donors based on an interview with individual donors.Then,taking the S organization in Guangzhou as an example,the study introduces the basic situation and operation process of the S organization’s fundraising,and analyzes its effectiveness and shortcomings.Then it discusses the fundraising strategies of nonprofit organizations to attract individual donations.From the three stages of fundraising mobilization,fundraising,and fundraising feedback in the fundraising process,it provides practical suggestions for nonprofit organization fundraising,in order to provide certain reference and reference value for follow-up research.On this basis,the study draws implications for the financing of social work agencies.Research finds that non-profit fundraising needs certain strategic guidance.On the basis of following the fundraising process,organizations should master further action strategies to increase the attractiveness of individual giving.This study makes the following strategic recommendations: the first is to disseminate the brand equity of the organization in the stage of fundraising and mobilization to enhance donors’ positive perception of the attributes of public welfare matters.The second is to use a variety of fundraising methods in the process of fundraising,combine publicity with fundraising,and strengthen the credibility of the organization.The third is to provide diversified and sufficient compensatory feedback in the fundraising feedback stage to realize the information management of donors.