Fundraising im Internet: Möglichkeiten, Grenzen und Probleme
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Inhaltsangabe: Einleitung: Seit einigen Jahren erlebt ein neues Kommunikationsinstrument einen gewaltigen Boom: das Internet. In zunehmendem Ma e hat es viele unserer Lebens- und Arbeitsbereiche verändert und ist zu einem festen Bestandteil des Alltags geworden. Immer mehr Menschen gehen weltweit online", allein in Deutschland bedienen sich mittlerweile über 18 Millionen Nutzer des Internets. Die Faszination des Mediums zieht sich durch fast alle Bevölkerungsschichten. Dennoch sind die Meinungen geteilt. Der überwiegend positiven Resonanz der Befürworter stehen kritische Stimmen der Skeptiker gegenüber. Aspekte wie Schnelligkeit, Fortschritt, Arbeitserleichterung stehen im Gegensatz zu der Sorge um den Verlust der Privatsphäre und generellen Sicherheitsbedenken hinsichtlich des Datenschutzes. Wenn man sich jedoch an den Ergebnissen der zahlreichen Statistiken orientiert, gibt es eindeutig mehr Befürworter als Ablehner der neuen Informationstechnologie. Aus diesem Grund ergeben sich speziell für die effektive Arbeit von Nonprofit-Organisationen durch die Nutzung des Internets vielfältige Fundraising-Möglichkeiten. Der Begriff Fundraising wurde in den USA geprägt und kann als Mittel- oder Geldbeschaffung übersetzt werden. Neben der Beschaffung finanzieller Ressourcen ist die Kommunikation mit potentiellen Förderern ein weiterer wichtiger Aspekt des Fundraisings. Da Erfahrungen von Nonprofit-Organisationen zeigen, dass die herkömmlichen Fundraising-Methoden von abnehmender Bedeutung sind, haben die Organisationen das Internet als neues Fundraising-Instrument entdeckt. Zum Thema Fundraising im Internet stammt der Gro teil der Literatur aus dem anglo-amerikanischen Raum und bezieht sich daher auf die USA und Gro britannien. In der deutschsprachigen Literatur wird Fundraising bislang hauptsächlich allgemein behandelt und Internet-Fundraising kaum erwähnt. Die vorliegende Arbeit bemüht sich diese Lücke zu schlie en, indem die aktuelle Situation und die Zukunftsaussich
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