Advocacy and Fundraising through Strategic Communication: A Critical Literature Review in China

Wang Yibo ()

American Journal of Public Relations, 2023, vol. 2, issue 1, 28 - 37

Abstract: Purpose: The aim of this study was to explore on the advocacy and fundraising through strategic communication in China. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low-cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the on the advocacy and fundraising through strategic communication in China. The findings from the empirical studies on reveal several key trends and insights. First, digital communication channels have emerged as pivotal tools for nonprofits. Personalized and emotionally resonant content, coupled with consistent engagement strategies, significantly increase donor participation and donation rates. Second, storytelling is a universally powerful tool in advocacy and fundraising efforts. Whether through written narratives or video content, storytelling has consistently proven its ability to engage donors on a personal and emotional level. Sharing authentic and compelling stories about the impact of donations not only deepens donor relationships but also motivates ongoing support. Recommendations: Storytelling emerged as a powerful communication tool across various studies. To effectively convey their mission and engage supporters, nonprofits should prioritize the art of storytelling. This involves sharing authentic, relatable, and emotionally resonant narratives that connect donors to the cause on a personal level. Providing real-life examples of how donations make a difference can strengthen donor relationships and encourage ongoing support. Nonprofits should train their communication teams in storytelling techniques and consistently incorporate compelling narratives into their advocacy and fundraising campaigns. Furthermore, the studies emphasize the significance of transparency and building trust with donors. Nonprofits should be open and honest about their goals, progress, and the impact of their work. Clear communication about how donations are utilized can enhance donor trust and confidence. Organizations should consider creating impact reports and sharing success stories regularly to keep supporters informed about the outcomes of their contributions.

Keywords: Advocacy; Fundraising; Strategic; Communication; China (search for similar items in EconPapers)
Date: 2023
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