應用關係行銷於非營利組織之捐助者－以社會福利慈善事業基金會為例

Applying Relationship Marketing Strategies to Donors of Non-profit Organization: The Case of Social Welfare Charitable

10.29931/MR.200503.0001

周逸衡(Jacob Y. H. Jou)；黃毓瑩(Yu-Ying Huang)；陳華寧(Hua-Ning Chen)

關係行銷 ； 非營利組織 ； 捐助者 ； Relationship marketing ； Non-profit organization ； Donors

行銷評論

2卷1期（2005 / 03 / 01）

5 - 31

繁體中文

由於現今非營利組織在獲取資源上的困難，本研究認為其應與捐助者保持良好且長期性的關係，而關係行銷正是有助於達成此目的的概念，故本研究以社福基金會為研究對象，探討關係行銷策略的應用內容及程度，並驗證關係行銷的應用是否會因組織特性及決策者特徵的不同而有差異。研究結果共萃取出影響非營利組織運用關係行銷之有效性的七個因素，並發現目前社福基金會經常應用的項目，較屬於機構本身內部處理事件應有的程序及禮節方面，對捐助者需求的了解及分析、與捐助者溝通與互動等方面都不常運用；亦即社福基金會的市場導向程度不高，使得在關係行銷策略之應用程度上也不高。本研究認為若組織欲成為真正的關係導向，則關係行銷需成為組織各層面的核心哲學，本研究並對基金會提出六點建議，以提升其關係行銷的效率與效果。

The contracting donor pool has made donor-acquisition activity particularly problematic in recent times. Charities have thus switched their attention to how to retain their donors. It has been argued that the tools and techniques of relationship marketing might be very suitable for this goal. So, this study explored the applying content and extent of relationship marketing strategies among the social welfare charitable foundations (SWCF). Then how organization characteristics and decision makers' traits influence the application of relationship marketing was verified. This study extracted 7 factors with powerful influence. Meanwhile, the findings showed that SWCFs' main applications were based on internal operations and public relationship efforts rather than understanding and analyzing the needs of donors. As a result, the study concluded that SWCFs were generally lack of marketing concepts, and had low market orientation which led to the low extent of relationship marketing strategies. Finally, we provide six points to make SWCFs exercising relationship marketing more perfectly and efficiently.

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