The “TeXture” and “ArchiteXture” of Online Philanthropic Fundraising Discourse: A Systemic Functional Analysis of Charity Websites

In the digital era, online fundraising has become crucial for charitable organizations' sustainability. This study applies Systemic Functional Linguistics and Rhetorical Structure Theory to analyze fundraising discourse from 36 Hong Kong religious charity websites. Our integrated analysis of “teXture” (metafunctional linguistic choices) and “architeXture” (rhetorical organization) reveals how charities navigate competing demands of information provision, relationship-building, and persuasion. Key findings include strategic deployment of vague material processes maintaining dignity while implying urgency, hybrid registers combining formal and interpersonal features, and a distinctive rhetorical pattern centered on motivation relations. This “philanthropic persuasion arc”—progressing from background through elaboration to indirect appeals—differs markedly from commercial advertising. This study advances discourse analysis by demonstrating how “teXture” and “architeXture” synergistically create “values-based persuasion,” offering theoretical insights for scholars and practical guidance for practitioners seeking to craft effective yet values-aligned fundraising appeals in digital contexts.