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当一个社会的公益慈善事业逐步走向成熟的时候,捐赠人在支持慈善机构时会从“盲目信任”向“信息充分的信任”的状态转变。而数据库(直邮)筹款正是一套通过长期沟通建立长效信任的个性化筹款模式,应该可以成为符合我国国情的新型公益筹款模式。数据库(直邮)筹款作为一种面向社会大众的长效筹款方式,已经被发达国家的公益机构普遍采用。相关统计数据显示,越是经济发达的国家、社会公益事业也比较发达的国家,就越注重面向社会公众的公益筹款。目前,美国的社会捐赠已有超过70%来自社会公众。
When a society’s philanthropy is gradually maturing, donors will change their status from “blind trust” to “full information trust” when supporting charities. The database (direct mail) fund-raising is a set of personalized fund-raising models that establish long-term trust through long-term communication and should become a new model of public fund-raising in line with China’s national conditions. Database (direct mail) fund-raising as a long-term fund-raising approach for the general public has been widely adopted by public interest agencies in developed countries. Relevant statistics show that the more economically developed countries and social welfare undertakings are more developed countries, the more pay attention to public welfare fund-raising for the general public. At present, more than 70% of U.S. social donations have come from the general public.