Fundraising campaign content strategy for animal donation via Facebook: Case study of page Soi Dog - in Thai and page the Dodo

This research examined content presentation strategies for animal welfare fundraising through two Facebook pages: Soi Dog in Thailand and The Dodo. The Soi Dog page shared stories and fundraising content using images and videos with descriptive captions, posting 80–155 times monthly. The Dodo page featured heartwarming animal stories through videos and articles by international volunteers, posting 300–475 times monthly. Data collection focused on content published between January and December 2022. Using qualitative content analysis and a descriptive-analytic approach, the study aimed to (1) examine fundraising content strategies, (2) analyze educational content strategies, and (3) investigate strategies for building a positive image and fostering relationships. The findings revealed two main strategies for fundraising. The first involved emotional appeals by highlighting animal suffering, featuring injured pets as main characters, and portraying organizations as rescuers. Storylines included animals' distress, rescue efforts, and calls for donations. The second focused on animals' charm and liveliness, sharing videos narrated by pet owners or witnesses to evoke positive emotions and encourage support. Educational strategies used expert references and logical appeals to establish credibility, presenting information through simple, engaging infographics to boost audience interaction. To build a positive image and foster relationships, the pages linked stories to special events and used visuals like videos and storytelling techniques. Clear financial transparency further inspired trust and motivated donations. These strategies collectively enhanced engagement and support for animal welfare initiatives.