Abstract: “New media philanthropy” is a new kind of charity phenomenon, which can be divided into three forms: “individual new media philanthropy”, “organization new media philanthropy” and “platform new media philanthropy”. It is very different from traditional philanthropy in terms of subjects, communication, methods of fundraising, transparency of information, social supervision, resource integration and charitable incentives. It has a lot of positive significance, such as shaping the charitable culture of everyone involved, creating the new ecological environment, forming the new interaction pattern between the government and citizens, changing the patterns of charitable giving, returning to its folk nature and so on. But at the same time, there are some development dilemmas including harsh criticism, sustainable challenges, damaging the dignity of the recipients and the limitations of the crowd and information. As an irreversible form of philanthropy, “new media philanthropy” is a feasible approach to modern philanthropy and should be developed in the direction of regularization and organization.

Key words: chariy, a philanthropic undertaking, philanthropic idea, new media philanthropy