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題名 | 非政府組織勸募策略分析= |
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作者 | 黃慶榮; |
期刊 | 非政府組織學刊 |
出版日期 | 20060700 |
卷期 | 1 民95.07 |
頁次 | 頁45-86 |
分類號 | 546 |
語文 | chi |
關鍵詞 | 非政府組織; 社會交換理論; 原子結構; 募款; 行銷; Non-governmental organization; Exchange theory; Atomic structure; Fund raising; Marketing; |
中文摘要 | 非政府組織的業務運作資源來自社會,包括:政府、企業界、基金會、社會大眾以及晚近方興未艾的產業化等。組織是否有足夠的社會資源挹注,是決定非政府組織業務能否順利運作不可或缺的要素,而整合社會資源的能力又和該組織的勸募能力息息相關。勸募是一門學問,包含專業的技術與創意的藝術。在勸募方案研擬中,脫離不了布勞(Blau, P.M.;1918)提出的「社會交換理論」(Exchange Theory),而科特勒(Philip Kotler;1982)更進一步的以「交換」過程中潛在捐勢人的心理變化詮釋是否決定捐款的因素。J. Steven Ott(1991)則以原子模型理論,說明非政竛組織推出的活動方 案是否具有吸引擁護者的能力,猶如原子結構中原子核能量的強弱與半衰期的長短,決定週邊軌道膧子數目與存在的生命期限。雖然,林雅莉(1998)歸納出募款途徑與方式有15種,但在勸款實務上,則視該組織的成立宗旨、服務性質、組織規模、執行能力、勸募對象、募款金額、募款成本等不同,而有所取捨。但是,綜觀成功經營的非政府組織,在研擬募款策略時,均會有符合該組織所倡導核心價值的明確目標,透過饒富創意且有效的行銷途徑,將訊息傳遞給潛在與忠誠捐款者,且讓募得的財務透明,並展現高效率的服務成果,以建立高責信度,樹立良好形象,進而為下次勸募活動奠定良好基礎,確保組織存續。 |
英文摘要 | The operation resource of Non-Governmental Organizations comes from society, including: government, business, foundations, general public, and recent emerging industrialization. Whether or not the organization can receive sufficient social resource is the indispensable factor in deciding smooth operation of NGOs. Also, the capability of social resource integration is highly associated with the capability of fund raising. The fund raising is a knowledge, which includes professional technique and creative art. For project drafting of funding raising, Blau’s (1918) “Exchange Theory” unavoidably plays an important role. Philip Kotler (1982) further used potential donator’s psychological variation in the process of exchange to explain the factors of donation. J. Steven Ott (1991) used theory of atomic model to explain whether or not the activity project of NGO has the capability to attract advocators. It is similar to the energy strength of atomic nucleus in atomic structure, and the length of half-life that can decide the number of electrons on the peripheral track and life limit of existence. Although Lin (1998) summarized the 15 ways of fund raising, the practice of fund raising is mainly based on establishing purpose of organization, characteristics of service, organizational scale, execution capability, potential donors, amounts of fund, and costs of fund raising. However, when we comprehensively examine the successfully operated NGOs, their fund raising strategies generally conform to their specific objective of organization’s core value. Through the method of creative and effective marketing, they convey messages to potential and loyal donors. Also, NGOs keep finance transparently, and show high efficiency on service achievement to build high accountability and establish good image in order to lay the foundation for fund raising activity, and ensure that organizations have sustainable development. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。