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Fundraising im Web 2.0. Möglichkeiten und Risiken

Fundraising im Web 2.0. Möglichkeiten und Risiken


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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Hochschule für Musik und Theater Hamburg (Kultur- und Medienmanagement), Sprache: Deutsch, Abstract: Als der britische Physiker und Informatiker Sir Timothy Berners-Lee 1989 am Schweizer CERN das erste Hypertext-System aufbaute, war ihm wahrscheinlich noch nicht bewusst, welche Auswirkungen dies haben würde. Das Grundgerüst des World Wide Web wurde weiter entwickelt und feiert seitdem einen unmessbaren Erfolg quer über alle Kontinente. Allein in Deutschland sind im Jahr 2011 73,3 % der Bevölkerung online. Beim Start der jährlichen ARD/ ZDF Onlinestudie 1997 waren es lediglich 6,5 %. Die Vorteile des Mediums Internet liegen klar auf der Hand: frei verfügbare Informationen und Kommunikation für jedermann zu jeder Zeit. In einer zunehmend individualisierten Welt wird auch flexibler Wissens- und Unterhaltungszugang von zumeist jungen Konsumenten immer mehr geschätzt. Diese Welt des Fortschritts und der Schnelllebigkeit scheint konträr zu jener des altruistischen Gebens und Teilens, in der Werte und Ideale wichtig sind. Das "Spenden" hat ein verstaubtes Image, dass eher mit einer älteren, gesetzteren Zielgruppe assoziiert wird. Können diese beiden Welten voneinander lernen und profitieren? Wie sind Fundraising und das Web 2.0 miteinander vereinbar und wie können sie zusammen wirken? Und worauf sollte man achten, damit die sozialen Medien keinen Image-Schaden oder gar Spenderverluste mit sich bringen? Dies soll in dieser Hausarbeit untersucht werden. Dabei wird zunächst eine kurze Begriffsklärung durchgeführt, anschließend werden die verschiedenen Möglichkeiten des Online-Spendens anhand von Beispielen erläutert. Diese Arbeit beschäftigt sich mit den Risiken der Internettätigkeit von Fundraisern, zeigt Möglichkeiten auf das Vertrauen der Nutzer zu erlangen und gibt eine kurze Prognose für die Zukunft ab.


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Product Details
  • ISBN-13: 9783668908840
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668908842
  • Publisher Date: 25 Feb 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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