본 연구는 많은 비영리조직들, 특히 소규모 비영리조직들이 중요한 전략으로 활용하고 있는 포털사이트를 기반으로 한 온라인 모금캠페인에 초점을 두고 모금캠페인이 어떻게 이루어지고 있는지를 탐색적으로 분석하고자 한다. 이를 통해서 본 연구는 한국사회에서 모금활동이 주로 어떤 내용을 일반시민들에게 전달하고 있으며, 또한 이러한 내용이 어떤 성과를 이끌어내는지에 대한 기초적이고 실질적인 정보를 제공할 수 있을 것이다. 궁극적으로는 이러한 정보는 많은 비영리조직들이 효과적인 방식의 모금캠페인 전략을 수립하는데 기여할 수 있을 것으로 판단된다.

Ⅰ. 문제제기 및 연구목적···································································································11

Ⅱ. 문헌검토·························································································································13

    1. 비영리조직 모금활동의 내용 및 성과에 대한 이해 ·················································13

    2. 온라인 모금캠페인에 대한 이해 ···············································································14

Ⅲ. 연구방법론·····················································································································17

    1. 연구대상 ····················································································································17

    2. 연구방법 및 측정내용 ·······························································································17

Ⅳ. 분석결과·························································································································19

    1. 모금캠페인의 전반적 현황 ························································································19

    2. 모금캠페인의 내용 분석 ····························································································21

    3. 모금캠페인의 내용과 모금성과간의 관계 ·································································24

Ⅴ. 결론································································································································30

참고문헌 ································································································································32