非营利组织与志愿者合作的信息支持问题:总体趋势与个案分析

Tatyana Bakhmatova, A. Khromenkova
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引用次数: 1

摘要

信息过程的全球化导致了为非营利组织提供信息的大量渠道的发展。今天,显然缺乏专门用于系统地评估信息和通讯渠道在组织志愿活动方面的有效性的科学研究。本研究的目的是确定与志愿者合作的非营利组织活动的信息支持中最常见的问题。研究对象是奥贝格慈善基金。本研究在个案研究策略的基础上,对非营利组织的信息环境进行了详细的评估,分析了非营利组织在与志愿者合作的活动中使用沟通渠道的问题。借助社交网络分析服务Socstat,对社交网络VKontakte中的组织群体进行分析,计算参与率,并给出基于俄罗斯10家组织网站和社交网络群体内容分析的实证研究结果。研究表明,非营利组织沟通渠道运作中最常见的问题是渠道使用不规范和不系统,提供的信息不完整,缺乏信息管理人员。提出了下列解决已发现问题的途径:有关专家的参与;制定与沟通渠道合作的全面战略;实施全渠道战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Problems of Information Support of Non-Profit Organizations Working with Volunteers: General Trends and a Case-Analysis
The globalization of information processes leads to the development of a large number of channels that are used to provide information for non-profit organizations. Today, there is a clear deficiency of scientific research devoted to the systemic assessment of the effectiveness of information and communication channels in organizing volunteer activities. The purpose of this study is to identify the most common problems of information support for the activities of non-profit organizations working with volunteers. The object of study is the Obereg charity fund. The study, carried out on the basis of the case-study strategy, allowed to make a detailed assessment of the information environment of the non-profit organization, to analyze the problems of using communication channels in the activities of non-profit organizations working with volunteers. With the help of the social network analysis service Socstat, groups of organizations in the social network VKontakte were analyzed, the engagement rate was calculated, and the results of empirical studies based on the content analysis of the websites of 10 organizations in Russia and groups in social networks were presented. The study showed that the most common problems of communication channel functioning of non-profit organizations are irregular and unsystematic use of channels, incompleteness of information provided, the lack of an information manager. The following ways of solving the identified problems were proposed: involvement of relevant specialists; preparation of a comprehensive strategy for working with communication channels; implementation of an omnichannel strategy.
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