论文标题
分析非营利组织中的捐助者的行为以造成灾难恢复力：2019--2020澳大利亚丛林大火案例研究
Analysing Donors' Behaviour in Non-profit Organisations for Disaster Resilience: The 2019--2020 Australian Bushfires Case Study
论文作者
论文摘要
随着技术的进步和扩散，非营利组织已经采用了社交媒体平台，以通过品牌宣传以及许多其他策略来提高其运营能力。但是，这种社交媒体运动对这些机构的影响仍然很大程度上没有被忽视，尤其是在灾难时期。这项工作介绍并应用了定量调查框架，以了解社交媒体如何影响捐助者的行为及其在整个（自然）灾难中对这些平台的使用。更具体地说，我们探讨了在线参与（Facebook Interactions和Google搜索趋势）如何对应于灾难性的2019--2020澳大利亚灌木丛季节的捐助者行为。为了发现这种关系，我们在此期间分析了向澳大利亚红十字会捐款的记录。我们的探索性研究表明，社交媒体运动有效地鼓励通过专用网站进行的在线捐款。我们还将这种赠与方式与更常规的直接存款赠品进行了比较。
With the advancement and proliferation of technology, non-profit organisations have embraced social media platforms to improve their operational capabilities through brand advocacy, among many other strategies. The effect of such social media campaigns on these institutions, however, remains largely underexplored, especially during disaster periods. This work introduces and applies a quantitative investigative framework to understand how social media influence the behaviour of donors and their usage of these platforms throughout (natural) disasters. More specifically, we explore how on-line engagement -- as captured by Facebook interactions and Google search trends -- corresponds to the donors' behaviour during the catastrophic 2019--2020 Australian bushfire season. To discover this relationship, we analyse the record of donations made to the Australian Red Cross throughout this period. Our exploratory study reveals that social media campaigns are effective in encouraging on-line donations made via a dedicated website. We also compare this mode of giving to more regular, direct deposit gifting.
