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Keywords

Nonprofit innovation, Digital fundraising, Short video platforms, Framing, Digital philanthropy

Abstract

Short video platforms are increasingly adopted by nonprofit organizations as tools for charitable communication and fundraising. However, limited research has examined how donation appeals are structured and interpreted within these environments. Existing studies focus on emotional appeal, influencer involvement, and algorithmic visibility, yet donation is often treated as a behavioral outcome rather than as a communicative process.

This study conceptualizes charitable donation as a social situation that must be framed and recognized by audiences in short video contexts. Drawing on Goffman’s frame analysis and employing the Visual–Verbal Video Analysis (VVVA) method, the study analyzes 32 publicly available videos from a platform-organized charity campaign on Douyin, along with associated comment sections. The analysis identifies how donation is presented as an actionable opportunity, how different presentation styles (e.g., organizational messaging, influencer endorsement, beneficiary narratives) shape audience interpretation, and how viewers publicly evaluate or contest these appeals.

The findings suggest that effective short video fundraising requires more than visibility or emotional intensity. Donation appeals must clearly define participation, establish credibility, and align with audience expectations. By examining how donation is framed and interpreted in short video environments, this study offers insights into strategic communication and innovation in digital nonprofit fundraising.

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