我國非營利組織個案式募款之研究

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 987654321/22357

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题名:	我國非營利組織個案式募款之研究
其它题名:	A Study of Fund-Raising Methods for Individual Cases in Non-Profit Organizations in Taiwan
作者:	李若綺 Lee, Juo-chi
貢獻者:	非營利事業管理研究所王振軒 Chen-shiuen Wang
关键词:	募款;個案式募款;非營利組織 Fund-Raising;Non-Profit Organizations;Fund-Raising Methods for Individual Cases
日期:	2006
上传时间:	2015-08-04 11:05:10 (UTC+8)
摘要:	令人動容的真實故事在媒體披露出後，迅速募集社會大眾的捐款，這種個案式的募款似乎已成為募款文化的主流。個案式募款結合了媒體的傳播優勢與臺灣社會善心凝聚的力量，就傳播學與行銷學的觀點而言，是一項極為成功的傳播行銷，然而就社會福利的觀點而言，雖然其出發點是充滿善意的，然而過程卻缺乏專業社會工作的評估、規劃與後續輔導等。本研究旨在探討由非營利組織角度來深入瞭解該組織對於是否運用個案式募款及其模式與過程、媒體與捐款人在「個案式募款」行為中扮演之角色及運作模式等。　　　研究結果得知：個案式募款就像是「退燒藥」，能給予處境貧苦的個案獲得經濟上的紓困，然而「貧窮」只是「症狀」之ㄧ，確實的病因，仍有待社會工作專業予以嚴謹的檢視與診斷，並合宜地對症下藥與治療，才是治本之道。準此，本文茲就研究結果提出七項建議：（一）宣導「通案」重於「個案」的理念；（二）正確地操作「有條件的個案式募款」；（三）給「受助者」的建議：請求援助宜依循社福管道；（四）給「捐款者」的建議：愛心誠可貴、智慧價更高；（五）給「媒體」的建議：報導應兼顧理性與感性；（六）給「非營利組織」的建議：審慎評估、過程透明、資訊對稱、責信確實；（七）「勸募法」的落實等，期望為逐漸邁向福利社會的臺灣社會提供ㄧ項新的思考方向。　　To broadcast the true, revealing life stories about individuals who are in need of financial assistance through media, not only gains sympathy but also collects donations from the general public easily in a short amount of time/ in the blink of eye. This fast approach to raise funds for individual cases seems to be the primary fundraising method in Taiwan. This method combines the advantage of mass media and the power of altruism in Taiwan. From the Marketing Communication viewpoint, such approach is extremely successful and effective. However, from a social welfare perspective, even though the initial intention of such fundraising method is full of good will, but the course of action lacks assessment, planning and follow-up psychological counseling services from social work professionals. This study aims to use non-profit organization perspective to understand the rationales behind utilizing different individual-case based fundraising methods and each of its specific procedures in NPOs; the roles that the media and the donors play in the process of fundraising are also examined in this research. 　　　The result of the research informs that individual based fundraising methods function much like an ＂antipyretic,＂ which temporary alleviates the individual's current problematic economical situation; but ＂poverty,＂ a larger societal issue, the actual cause for people to be underprivileged, continues to exist and remains unsolved.　　　Thus, this study addresses seven suggestions: (1) To promote the concept of making donations to social welfare agencies (group base) rather than to the individual case; (2) To practice ＂the fund-raising methods for individual cases＂ properly (explain); (3) For the recipients of donations: to request assistance in accordance with social welfare agencies or institutions/policies; (4) For the donors: to practice altruism with wisdom; (5) For the media: to recognize its social responsibility and report with both rationality and sensibility not to inspire pity; (6) For NPOs: to evaluate and to assess responsibly/precisely, to operate with open and transparent procedures, to symmetric information, and to be accountable; (7) To establish Donation Law.
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