กลยุทธ์การนำเสนอเนื้อหาเพื่อการระดมทุนช่วยเหลือสัตว์ผ่านเฟซบุ๊ก กรณีศึกษา เพจมูลนิธิเพื่อสุนัขในซอย, ประเทศไทย และเพจ เดอะ โดโด้

Abstract

This research aims to examine content strategies for fundraising to support animals through two animal rescue Facebook pages: Soi Dog - in Thai and The Dodo, each with over 400,000 followers. The study covers a one-year period, from January to December 2022. This is a qualitative research study utilizing content analysis techniques to collect data from Facebook pages used for animal fundraising. A descriptive analytic approach is applied to explore the content strategies used for fundraising. The research focuses on three main objectives: (1) content strategies for fundraising, (2) content strategies for educational purposes, and (3) content strategies for building a positive image and strong relationships. The findings of this research reveal two main content strategies for fundraising. The first approach focuses on eliciting sympathy for injured pets, featuring stories of animals in need, such as dogs and cats, with nonprofit organizations raising funds to save them. The narrative emphasizes the suffering of these animals, describes how they can be helped, and appeals for donations. The second approach highlights the charm and positivity of animals, with stories shared through video clips by pet owners or witnesses. This strategy creates positive emotions and fosters a behavior of animal rescue, showing the journey from initial help to the animals' safety. For educational content, the strategy involves referencing experts and using logic-based appeals to build credibility. Information is presented through easy-to-understand infographics, encouraging followers to engage. For content aimed at building a strong image and relationships, the strategy links stories with special events to inspire fundraising and evoke emotions through images, video clips, storytelling, and clear explanations of donation usage, building trust among supporters.