Abstract
Social media-mediated online crowdfunding campaigns are an effective way to help nonprofit organizations raise funds. The purpose of this study is to design persuasive online fundraising messages to convince potential supporters to participate in online crowdfunding campaigns. The research methodology is as follows. First, an examination of online crowdfunding theory. Second, the components of online crowdfunding messages are analyzed. Third,the visual characteristics of existing online crowdfunding messages are analyzed to design messages for nonprofit environmental organizations. Finally, to verify the persuasive effect of matched online crowdfunding messages. SPSS26.0 data analysis software was used to compare the differences in persuasive effects of the four design options. The results showed that the desired persuasive effect could be obtained when the appeal type and graphic expression were consistent. Specifically, online crowdfunding messages consisting of emotional and visual graphics, rational and metaphorical graphics were likely to persuade potential sponsors to participate in the donation. This study is important in helping nonprofit environmental organizations to successfully raise funds for their campaigns through online crowdfunding, as they are committed to public service.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
