기부캠페인의 정서소구와 모금성과: 국내 기부플랫폼 (해피빈과 카카오 같이가치)과 해외 기부플랫폼(도너시, 고펀드미) 비교연구

With the rise of online donations, it has become possible to systematically collect information from donation platforms and examine the relationship between the characteristics of donation campaign messages and fundraising performance. Unlike previous studies focusing on the effects of emotional appeals in donation campaign messages on subjects’ donation intentions in experimental settings, this study investigates how actual fundraising outcomes vary depending on the emotional appeals used in real-world donation campaigns. Specifically, it examines two domestic donation platforms, HappyBean and Kakao Together, as well as two international platforms: GoFundMe, which primarily serves developed countries, and DonorSee, which focuses on developing countries. In 2024, a total of 16,884 donation campaign messages from these four platforms were systematically collected. Using a machine learning-based emotion analysis model, the study identified four major emotions expressed in donation campaign messages—happiness, sadness, fear, and neutral emotion—and analyzed their relationship with cumulative fundraising amounts. The results showed that domestic donation campaigns had a lower proportion of happiness appeals compared to GoFundMe centered on developed countries, while the proportion of negative emotions, such as sadness and fear, was significantly higher. The prevalence of negative emotional appeals in Korean platforms was also relatively higher compared to DonorSee focused on developing countries. Additionally, across all four platforms analyzed, happiness appeals had negligible effect or even a negative effect on fundraising performance. In contrast, campaigns featuring negative emotional appeals—such as sadness and fear—were associated with higher cumulative fundraising amounts, particularly on the GoFundMe and HappyBean platforms.