體育學系系友會經營與募款策略分析

Operation and Fundraising strategies of alumni association of the Department of Physical Education

10.6406/JNCKUPER.201804_50(1).0001

陳嘉琪；楊啟文

勸募策略 ； 捐款行為 ； 運動管理 ； 運動贊助 ； 大學募款策略 ； solicitation strategy ； donating behavior ； sport management ； sport sponsorship ； university fundraising strategies

成大體育學刊

50卷1期（2018 / 04 / 01）

1 - 23

繁體中文

目的：本研究目的在探討大學體育學系系友會經營情況、募款策略以及募款面臨的問題。方法：研究採取質性個案研究法，分別從師範大學體系、教育大學體系、私立大學體系選擇一家擁有多元募款活動且參加系友眾多的學校體育系為研究個案，透過訪談來收集資料，訪談的對象為三校系上系友會業務負責人與系友會會長。結果：（一）經營情況：三校系友會成立的主要目的為聯繫系友感情、協助系務與校務發展及協助系友就業或發展事業為主，系友會重要活動包含配合全國大型賽賽舉辦系友餐會、聯合校友餐會、系友體育競賽、教師甄試的培訓活動等。（二）募款策略：募款最好的時間點為會員大會、學校運動校隊有優良表現或結合重要事件的餐會時。與系友建立長期關係的策略有參加學校校（系）友會的活動、參加成立於各縣市的系友分會活動、建立Line群族聯繫感情、寄發系友刊物、協助企業行銷、於餐會或理監事會議報告募款的使用情形。（三）募款面臨問題：年輕的系友較不願意參加系友會的活動，且教育體系畢業的校友大多擔任教職，所以捐募的金額有限。研究建議應擴充目標市場、運用運動員為勸募的媒介、善用最佳募款時間點、完善捐款者資料庫的資訊、提升學系教學品質與學習環境。

Purpose: The purpose of this study was to investigate operation situation, fundraising strategies, and fundraising difficulties at alumni association of Department of Physical Education. A qualitative case study was adopted. Method: Cases were selected from normal university, university of education, and private university with Department of Physical Education that have established alumni association adopting diverse fundraising activities. Data were collected from interviews with staff that is responsible of alumni affairs in the department and Presidents of alumni association of the department at the three universities. Results: (a) Operation Situation: The primary missions of the three alumni associations are to connect the alumni, to assist the development of the department and the university, and to help alumni in job hunting and career development. Their primary activities include alumni dinner banquet at national sport events, multiple universities alumni dinner banquet, and alumni sport events, teacher test workshop. (b) Fundraising Strategies: The best moment to implement fundraising are when general meeting of association members is hosted, when varsity sport team has a great performance, and when an important event occurs. The methods to establish long term relationship with alumni are to participate alumni activities hosted by university or department, to attend alumni activities hosted by alumni branches, to establish Line group, to mail department newsletter, to help corporation in marketing, and to publish financial report of alumni association. (c) Difficulties: Young department alumni are less interested in participating in the events hosted by alumni association, and the amount of donation from department alumni is limited because most of alumni in the PE Department are teachers with limited income. Suggestions are given: (1) to expand target market; (2) to use athlete as a vehicle to solicit donation; (3) to make good use of best solicitation time; (4) to establish complete alumni database. (5) to enhance teaching quality and learning environment of the department.

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