“互联网+”时代中国公益组织互联网使用与传播现状

Current Status of Internet Use and Communication of Chinese Philanthropy Organizations in "Internet+" Era

"互联网+"时代,公益组织运用互联网技术和信息化手段推动自身健康发展和公益服务能力的提升成为大势所趋。对国内公益组织2014年、2016年、2018年三年的跟踪调研发现,国内公益组织多数拥有互联网技术人员,组织品牌或项目品牌影响力的提升已成为公益组织互联网传播的首要目标,互联网已成为公益筹款和志愿者管理的重要渠道。多数公益组织运用互联网获取行业信息、履行信息公开、开展协作管理。与此同时,公益组织在互联网专职技术人员、互联网专业培训、互联网传播规划方面存在严重不足,应通过逐步充实公益组织的互联网专职技术人员,整合多元力量打造互联网专业培训体系,推动公益组织制定互联网传播规划等多种渠道合力提升公益组织的互联网传播效能。

In the era of"Internet+",philanthropy organizations use internet technology and information technology to promote their own development healthily and improve their own public service capacity has become an inevitable trend.The follow-up survey on domestic philanthropy organizations for three years in 2014,2016 and 2018 found that most domestic philanthropy organizations have internet technical personnel,and promotion of brand influences of organization or project has become the main goal of internet communication for philanthropy organizations,and the internet has become an important channel for public welfare fundraising and volunteer management.Most philanthropy organizations use the internet to obtain industry information,perform information disclosure,and conduct collaborative management.At the same time,philanthropy organizations have serious deficiencies on the internet professional and technical personnel,internet professional training,and the planning of internet communication,the philanthropy organizations should enrich the internet professional technology personnel step by step,integrate diverse forces to create the internet professional training system,promote philanthropy organizations to develop internet communications planning and other channels together to enhance the internet communication effectiveness.