Research That Matters Podcast - A Global Deep Dive

Episode 27: Framing Digital Donation: Innovation and Audience Engagement in Short Video Fundraising on Douyin

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Publication Date

7-30-2026

Description

In this episode of the Research That Matters Podcast – A Global Deep Dive, we examine how short video platforms are transforming nonprofit fundraising and audience engagement. Based on research published in the Journal of Nonprofit Innovation, this study explores how charitable donation campaigns on Douyin (China's version of TikTok) are framed to encourage participation and build trust.

Using an analysis of 32 fundraising videos and their associated audience comments, the research demonstrates that successful digital fundraising depends on more than emotional storytelling or viral visibility. Effective campaigns clearly communicate how donations create real-world impact, establish credibility, and provide audiences with meaningful opportunities to participate. The study also highlights how influencer endorsements, beneficiary stories, and organizational messaging shape public perceptions of trust and legitimacy.

As nonprofit organizations increasingly rely on short-form video platforms to engage donors, this research offers valuable insights for nonprofit leaders, fundraisers, communication professionals, and researchers seeking to build more effective and trustworthy digital fundraising campaigns.

Read the full article at: https://scholarsarchive.byu.edu/joni/vol6/iss1/7/

This podcast episode was generated using NotebookLM, an AI tool, to create an accessible audio discussion based on the research presented in this article.

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This podcast episode was generated using NotebookLM, an AI tool, to create an accessible audio discussion based on the research presented in this article.

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