社會福利基金會捐款人關係行銷應用之研究

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-非營利事業管理碩士班 > Item 987654321/20901

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题名:	社會福利基金會捐款人關係行銷應用之研究
其它题名:	The Study of Social Welfare Foundation's Donor--A Relationship Marketing Approach
作者:	張淑鈴
貢獻者:	非營利事業管理研究所傅篤誠
关键词:	社會福利基金會;捐款人;關係行銷;資料庫 social welfare foundations;donor;relationship marketing;database
日期:	2002
上传时间:	2015-05-19 14:51:07 (UTC+8)
摘要:	隨著顧客導向的消費者時代來臨，與資訊科技的推波助瀾，以提升顧客忠誠度為主要目的的關係行銷已被視為行銷領域中的新典範。因此，傳統的大眾行銷已逐漸為區隔行銷所取代。除了行銷環境改變之外，資料庫系統及相關分析技術的進步則是另一項影響關係行銷興起的重要因素。透過資料庫的應用，企業可更精確地鎖定特定目標群進行行銷活動，將行銷資源投注到正確的顧客群上。然在整體社會資源有限的情況下，非營利組織如何運用管理技巧以維繫捐款人，就成為當前非營利組織極為關切的議題。本研究目的即在建構完整之關係行銷運作方式，藉由相關文獻的回顧，並以深入訪談的方式，瞭解台灣社福基金關係行銷之實施現況。本研究係從管理者的角度，切入關係行銷此一主題，提供社福基金會有關關係行銷運作之方法論。本研究以社會福利基金會為例，探討國內目前社福基金會應用關係行銷的內容及程度，以及關係行銷應用程度是否因組織特徵與資料庫的不同而有差異。並且，從喜馬拉雅研究發展基金會所出版之「台灣300家主要基金會」（民89）中，採取立意抽樣來選取個案，個案選取原則上，本研究以基金來源、工作人員、設有行銷專責單位以及設有捐款人資料庫紀錄為構面，選取四家社會福利慈善基金會做為研究對象。經研究後有幾點發現：第一，社會福利基金會在關係行銷運作的組織特徵，基金會實施關係行銷應用於組織活動裡，依發展時間先後會有不同作法。捐款活動推行單位多元，資料庫管理人員稀少。第二，基金會在資料庫之應用，建立目的大多為了募款，遭遇的困境包括擔心個人資料曝光、過於花費時間及想節省成本。捐款人資料因機構需求設計而不同。第三，組織資料庫應用情況包括參與活動對象的設定、特殊身份捐款人的應用、有效掌控可能運用的捐款數額、左右機構發展及市場區隔。最後，社會福利基金會在關係行銷運作之實施目標包括增加捐款人認同、與捐款人保持密切關係及增加捐款的來源與穩定度。組織運用關係行銷的策略包括吸引、建立、維持及提升等。優勢與特色包括工作成果知名度、服務據點遍佈全省、經費運用的透明度與問題回覆速度。 The relationship marketing has become a new marketing paradigm in recent year. It is one of the important marketing strategies in building a stable and long term relationships with customers. Due to the changes of marketing environment, the progress of database and related data analysis technology, the traditional concept of mass marketing has gradually transferred to the concept of segment marketing. Also, they are important factors that facilitate the development of relationship marketing. Taking the advantage of database that already built in Taiwan, businessmen can focus their marketing efforts on target customers more precisely and devote their marketing resources to the right persons. It has been a key issue for non-profit organizations (NPOs) to apply management skills to retain their donors. The purpose of this research is to construct a complete operational approach for relationship marketing. Through the review of related references and case study, the real situations of relationship marketing of the social welfare foundations in Taiwan will be clarified. The research cuts in the topic of relationship marketing from the view of a manager and provides the runners of NPOs with the methodology of the operations of relationship marketing. The criteria of selecting the target cases are based on four factors: fund sources, full-time workers, marketing department and record of donors. Four foundations are chosen from different social welfare foundations. We have the following findings: First, implementations of relationship marketing in organization activities have different ways, based on the stages of development. Development of putting donatives activity is different. Staffs in managing database are few. Second, purpose of building database is only in order to get donations. Difficulties of building database include worrying leak-out of personal data and considering of saving costs. According to organization needs, donor’s data is differently preserved. Third, applications of the database include: establishment of target market, application of special donor, effective control of donatives cash, organization development and market segmentation. Finally, objectives of relationship marketing include: acquiring donors, obtaining their recognitions, keeping close relations. The usages of relationship marketing strategies include: attracting, building, maintaining and enhancing the supporters of the NGOs.
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