Exploring the Impact of American News Coverage on Crisis Fundraising: Using Media Theory to Explicate a New Model of Fundraising Communication
Exploring the Impact of American News Coverage on Crisis Fundraising: Using Media Theory to Explicate a New Model of Fundraising Communication
复制标题
探讨美国新闻报道对危机筹款的影响：用媒体理论阐释筹款传播的新模式
DOI：
10.1080/10495142.2010.494875
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发表时间：
2011
影响因子：
1.4
通讯作者：
Natalie T. J. Tindall
中科院分区：
文献类型：
--
作者：
Richard D. Waters;Natalie T. J. Tindall
筹款的一个共同原则是建立捐赠者和他们所在社区的具体项目之间的联系，在那里他们可以看到他们捐赠的影响。然而，危机筹款与这种模式背道而驰，因为个人捐款是为了向世界各地的其他人提供救济援助。本研究分析了美国公众对2004年12月亚洲海啸的慈善捐赠与美国媒体报道的关系。对印第安纳大学慈善中心每天收集的筹款总额和新闻广播的存档记录的分析显示，媒体报道确实影响了传统的直接向非营利组织捐款，以及通过第三方渠道（如亚马逊和eBay拍卖）进行的电子慈善活动。基于这些发现，研究人员提出了一种新的调解危机筹款模式，鼓励组织在危机情况下积极主动地进行媒体关系努力，通过在线和传统新闻媒体展示组织的努力和故事。
A common tenet of fundraising centers on the connection between donors and specific programs in their communities, where they can see the impact of their donations. However, crisis fundraising runs counter to this model, as individuals donate to provide relief assistance to others throughout the world. This study analyzes the American public's charitable giving in response to the December 2004 Asian tsunami in relation to American media coverage. Analysis of the fundraising totals collected daily by the Center of Philanthropy at Indiana University and archived transcripts of news broadcasts revealed that media coverage does impact traditional giving directly to nonprofit organizations as well as e-philanthropy through third-party outlets, such as Amazon.com and eBay auctions. Based on these findings, the researchers propose a new mediated-crisis model of fundraising that encourages organizations to be proactive in media relations efforts during crisis situations to present the organization's efforts and stories online and through traditional news media.