NGO Communication Strategy on Raising Fund Through Weibo: A Comparative Study of One Foundation and Red Cross

Abstract

The rapid development of microblog in China makes it the most used social media application in official public relations for NGO organizations. Fund raising is one of the most important part in the management of NGO organizations which can influence the progress of the organization. This article studies the content and expression of the fund-raising weibos of One Foundation and Red Cross and their interaction with net citizens, also explores the donation attitude of the fans, and gives suggestions to other NGO organizations. The study finds that One Foundation Weibo are more likely to interact with other users, classify its topics and use hyperlinks to instruct its followers to donate money for the organization.