The purpose of this paper is to explore the comprehensive, ongoing role of communication in an enterprise crowdfunding context, which has been largely overlooked.,A large public higher education institution in the Southeastern USA was chosen as the case study unit to illuminate an enterprise-wide crowdfunding program using a proprietary, in-house platform, compared to commercial sites like Kickstarter that do not let organizational leaders strategically plan and manage the platform and its communication functions. Such autonomy provides a richer landscape for studying organizational members’ communication and communication management related to an enterprise crowdfunding program.,The case study identified communication-related challenges to the fundraising program’s success such as limited project leader and funding recipients’ commitment to communicate with their social networks about the projects. Internal communication and conflicting expectations, largely ignored in current crowdfunding research, were seen as critical to program effectiveness.,This study adds scholarly and practical depth to knowledge of enterprise crowdfunding, a relatively new phenomenon in nonprofit and higher education fundraising. While not generalizable to all settings, findings can offer transferable guidance for organizations seeking to engage internal stakeholders related to new and innovative fundraising programs that require their active buy-in and participation.

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“我认为他们会做更多的事情”：众筹交流的期望相互矛盾

本文的目的是探索在企业众筹环境中交流的全面，持续的作用，而这种作用在很大程度上被忽视了。美国东南部的一家大型公立高等教育机构被选为案例研究单元，以阐明企业-与众筹平台Kickstarter等商业站点相比，这种私有众筹计划使用专有的内部平台，而商业站点不允许组织领导者从战略上规划和管理平台及其通信功能。这种自主性为研究组织成员与企业众筹计划相关的沟通和沟通管理提供了更丰富的前景。该案例研究确定了与筹款计划成功相关的与沟通有关的挑战，例如项目负责人有限以及受款人承诺与他们的社交网络就项目进行沟通的承诺。内部交流和相互矛盾的期望在当前的众筹研究中被忽略，被认为对计划有效性至关重要。这项研究为企业众筹的知识增加了学术和实践的深度，这是非营利和高等教育筹款中一个相对较新的现象。尽管并非在所有情况下都可以推广，但调查结果可以为希望与需要积极参与和参与的新型和创新性筹款计划有关的内部利益相关者参与的组织提供可转移的指导。内部交流和相互矛盾的期望在当前的众筹研究中被很大程度上忽略了，被视为对计划有效性的关键。这项研究为企业众筹的知识增加了学术和实践的深度，这是非营利和高等教育筹款中一个相对较新的现象。尽管并非在所有情况下都可以推广，但调查结果可以为希望与需要积极参与和参与的新型和创新性筹款计划有关的内部利益相关者参与的组织提供可转移的指导。内部交流和相互矛盾的期望在当前的众筹研究中被忽略，被认为对计划有效性至关重要。这项研究为企业众筹的知识增加了学术和实践的深度，这是非营利和高等教育筹款中一个相对较新的现象。尽管并非在所有情况下都可以推广，但调查结果可以为希望与需要积极参与和参与的新型和创新性筹款计划有关的内部利益相关者参与的组织提供可转移的指导。