Impact Factor:10.231
Journal:Sociological Studies
Abstract:This article focuses on the emerging practice of online monthly donation and analyzes the interaction between donors and non-profit organizations from the perspective of gift theory. The study finds that non-profit organizations construct a balanced gift relationship with monthly donors through the strategies of clarification, community-building, and concretization. Donors, recipients/givers, and beneficiaries jointly form an interconnected "reciprocity triangle". Monthly donors get involved in the gift relationship and realize the circulation of gifts through self-focused, beneficiary-focused and industry-focused perspectives. "Giving with a return" in monthly donations reflects a balance between public and private interests. This logic encourages constant individual participation in public affairs and fosters social solidarity in the current context.
First Author:Jiexiang Zhao
Co-author:Jiangang Zhu,Jingru Xiong
Volume:39
Issue:6
Page Number:200-221+230.
Translation or Not:no
Date of Publication:2024-11-20
Links to published journals:https://shxyj.ajcass.com/Magazine/show/?id=97448