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A Study on the Effective Ways of Charity Campaigns - focused on a Classification of Charity Case Studies

기부캠페인 활성화 방안에 대한 연구 -유형별 사례분석을 중심으로

  • Park, Jinhee (Department of Media Design, Yong In University)
  • 박진희 (용인대학교 문화예술대학 미디어디자인학과)
  • Received : 2017.10.23
  • Accepted : 2017.12.20
  • Published : 2017.12.28

Abstract

People believe donations are done by others who have the leisure time and money to do so. In addition, people distrust charity organizations because they aren't sure if the money is used properly which makes them hesitant to donate. In order to gain general public's trust and involvement, people need to start campaigning about trusting and donating to organizations. Looking into many different successful charity case studies, we can find how these different cases are attracting people and building their trust. Therefore, I propose the proper and effective ways to campaign for charity organizations through analyzing different case studies. The result shows that a campaign is most effective when arising amusement and curiosity in the general public. Also trust gets built in the minds of the public once the charity organizations became more transparent.

Keywords

donation;sharing;funation;campaign;charity culture;public advertisement

Acknowledgement

Supported by : 용인대학교

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