Analysis Results of Domestic Donation-Based Platforms
A study analyzing the fundraising introduction texts of domestic donation-based crowdfunding platforms, focusing on the case of Kakao's social contribution donation platform 'Kakao Together Value (Kakao Gatigachi),' has been released.
On the 3rd, according to Kakao, Professor Eom Nam-hyun of the Department of Advertising and Public Relations at Hongik University published a thesis titled "Content Analysis of Fundraising Introduction Texts on Domestic Donation-Based Crowdfunding Platforms: Focusing on Kakao Together Value." The research was conducted to identify the success factors of donation-based crowdfunding platforms, inspired by the spread of online donation culture.
According to the thesis, the success factors of online donation platforms like 'Kakao Together Value' were found to be easy donation methods, accessibility and transparency through the disclosure of donation details, and the satisfaction and sense of belonging derived from directly participating in and investing in the creation of social value.
Analysis of the fundraising introduction texts of 'Kakao Together Value' showed that the main beneficiaries of donation projects were the elderly (48%), people with disabilities (17.9%), and youth and children (12.1%). The primary narrative style used in fundraising introductions was journey stories (43.2%, describing the process of moving toward a specific goal through change and growth), while the narrative style with the highest goal achievement rate was personal stories (46.3%, focusing on the life and goals of a specific individual).
Professor Eom said, "'Kakao Together Value' is a representative case demonstrating that donation-based crowdfunding platforms can create tremendous social value by connecting socially vulnerable groups with potential donors. It shows the possibility of going beyond fundraising to connect social disconnection through communication and empathy."
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