Abstract
The purpose of this study is to provide basic data to present the direction of donation collection activities of non-profit organizations after the COVID-19 crisis by examining the perception of donations from the general public's perspective. The researchers conducted a convenience sampling of general citizens in South Korea, and the survey had been taken by sending e-mails for two weeks from November 11 to November 24, 2020. The total number of questionnaires that we send were 397, however 314 questionnaires were used for analysis, excluding 83 questionnaires that seemed insincerely marked. According to analysis result, non-profit organizations need to strengthen their digital capability in response to the changes in the fund-raising methods in the era of digital transformation. In addition, these factors such as transparency, accountability, and the interaction with donors for sustaining and improving their loyalty are turned out to be crucial. We hope that the results of this study will present the direction of the donation collection strategy of non-profit organizations and be used as basic data for further research.