NFT 기부 활성화를 위한 커뮤니케이션 전략

초록

This study examined non-fungible token(NFT) donation cases to develop a communication strategy for NFT giving. It also explored influential factors of and difficulties in NFT donation. The authors carried out one on one in-depth interview with a panel of 16 people from April 12 to October 7, 2022. The panel included giving planners, developers, creators, fundraisers, donors, news reporters, and philanthropy researchers. Based on the evidence theory, the study developed a communication model of NFT donation through open coding, axis coding, and selective coding. The major research findings are as follows. First, the NFT donors’ motivation was curiosity in NFT giving and building a network for social gatherings with NFT donors. Speediness and convenience of NFT giving such as Ukrainian frag NFT giving were attractive factors to donors. A NFT giving event was a good opportunity for fundraisers to inform donation projects and meet new donors to increase donations. Second, the biggest problems with participation in NFT donation were low awareness of NFT, difficulties in paying cryptocurrency for NFT purchases, and the hassle of exchanging money. To use cryptocurrency, the donors needed to make an electronic wallet and pay through the NFT market. There were few non-profit organizations that could directly receive cryptocurrencies sold. Therefore, the donors had to exchange them into Korean currency, “won.” There have often been cases in which donations have been reduced due to changes in the market price during the time before cryptocurrency donations were decided and exchanged. Third, it is necessary to introduce a communication strategy and payment service to revitalize NFT donation. There is a need for a plan that provides donors with differentiated content, benefits, and communities, and a service that allows them to pay and receive NFTs immediately with cryptocurrency. It is necessary to create and promote sympathetic content, and help them participate easily and conveniently through NFT network. It is also important to create a community with participating donors to keep communicating progress and achievement with them. These days, there are many negative issues such as bubbles and hacking against NFT. But companies are increasingly introducing NFT. The younger generation’s interest in new digital content such as NFT is growing. In the United States, cryptocurrency donations for tax benefits continue to increase by taxing virtual assets. In Korea, tax imposition is expected to be applied in 2024, and as NFT gradually spreads, interest and utilization in various donations will increase. In this context, the current paper will help lay the theoretical foundation for understanding NFT donations academically and continue various research and practices to revitalize NFT donations.

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