社福型非營利組織募款策略之研究：以「伊甸基金會」為例

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题名:	社福型非營利組織募款策略之研究：以「伊甸基金會」為例 A study of fundraising strategy for the social welfare non-profit organization: An example of the Eden Social Welfare Foundation
作者:	王梅玉 WANG, MEI-YUH
贡献者:	陳秋政 CHEN, CHIU-CHENG 第三部門碩士在職專班
关键词:	社福型非營利組織;創新募款策略;捐款意願;個案研究 social welfare non-profit organization;innovative fund-raising strategy;donation motivation;case study
日期:	2018
上传时间:	2018-11-26T03:13:34Z (UTC)
摘要:	台灣的非營利組織以社福型非營利組織為數最多，從2006年至2015年成長近一倍，而勸募活動登記數更增加近4倍，相較於其他類型的非營利組織，社福型非營利組織面臨更為競爭的的募款環境。因此，了解募款策略對捐款意願所產生的影響，尋求創新與精進的募款策略，以促進社會大眾或企業捐款意願，實為社福型非營利組織管理的重要課題。本研究主要目的為「以研究個案組織為例，探討其募款策略與捐款意願的關係」，除了以文獻分析法了解既有的研究成果，探討相關理論及創新募款策略外，並採用個案研究法深入了解研究個案的募款經驗，對研究個案的募款團隊進行半結構深度訪談，以探究募款策略與捐款意願的關係。研究發現募款團隊對個案組織的募款成效產生極大的功用，印證過去研究主張募款工作團隊對募款成功有著重大影響力的論述；此外，更歸納募款策略對「利己、利他、社會交換、助人情境因素」等四項捐款動機理論存在影響關係。最後，本文依據文獻分析、研究結果與發現，對研究個案之募款策略與後續研究提出建議，以供研究個案與後續研究者參考。關鍵詞：社福型非營利組織、創新募款策略、捐款意願、個案研究 In Taiwan, the social welfare non-profit organizations constitute most part of the non-profit organizations. From 2006 to 2015, the organization number of the social welfare has increased double. Meanwhile, the registeated fundraising activities has four times growth than before. Compared to other types of non-profit organizations, the social welfare non-profit organizations confront a more competitive fund-raising environment. As a result, to explore the effect of the fund-raising strategies for better donation motivation has turned out as an critical task for the management of social welfare non-profit organizations.The purpose of this study is aimed for “exploring the relation between fund-raising strategies and donation motivation.” Except for literature review, which is used for the exploration of the results of current studies, this study also investigates the related theories and innovative fund-raising strategies for following in-depth interview. The semi-structural interview had implemented that is aimed for exploring the relation between fund-raising strategies and donation motivation.The study result had proved the theories’ statements that support the importance of innovative strategies for fundraising. Furthermore, it summarizes that donation strategies affect the relationship of the four factors of donation motivation theory, which are “egoistic, altruistic, social exchange, and helping behavior.” In the end, based on the result of literature review, this study proposed suggestions for objective organization, and other NPOs for future fundraising activities.Key words: social welfare non-profit organization, innovative fund-raising strategy, donation motivation, case study
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