動物保護組織捐款人研究－以中華民國保護動物協會「您領我養」為例

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Title:	動物保護組織捐款人研究－以中華民國保護動物協會「您領我養」為例
Other Titles:	A Study of Donors to Animal Protection Organizations-- Based on the “You pay we feed” Project of the Animal Protection Association of the Republic of China
Authors:	黃慶榮 Huang, Ching-zung
Contributors:	非營利事業管理研究所王振軒 Chen-shiuan Wang
Keywords:	您領我養;捐款人;動物保護組織;勸募;行銷;人道對待 non-profit animal protection organization;fundraising;marketing;humanitarian treatment;You pay we feed;donor
Date:	2007
Issue Date:	2015-08-06 13:26:11 (UTC+8)
Abstract:	「您領我養」活動是社團法人中華民國保護動物協會在2003年4月起，針對沒時間與空間飼養流浪犬的愛心人士所設計之募款活動。　　　　本研究以亂碼從至2006年12月31日止之1119位捐款領養人中抽樣三分之一做為問卷調查對象，回收有效問卷230份，回收率62.2％，並以SPSS for windows做為統計分析工具。　　　　研究發現，接近80％的受訪者居住在城市化地區；以女性為主（86.96％）；其中又以未婚者居多（55.22％），年齡層介於30~39歲之間最多（53.48％）；教育程度大學畢業（51.3％）；月收入在3萬到6萬元之間的一般職員（44.35％）和公教人員（17.39％）為主；他們雖以無宗教信仰者為最多（36.96％），但若將佛教（27.83％）與佛、道皆有（25.22％）者相加總數（53.05％），則可發現佛教與佛、道皆有者佔受訪者半數以上；雖然有80％過去並未曾擔任過義工（志工），但卻有88.65％曾捐款慈善團體。在他們之中有50.43％過去從未捐贈過其他的動物保護團體。受訪者中有94.35％的人有飼養同伴動物的經驗，更有78.70％的人曾飼養流浪動物。因此，基於人道對待動物精神，他們不但不忍見無辜生命受到屠殺，也不願見牠們受到痛苦折磨至死。所以有高達91.3％的人「不同意」將「無法送養之收容動物，一律給予安樂死」；也有67.4％的人「不同意」將「為了增加收容所循環利用率，行為乖張無法矯正之收容動物，一律給予安樂死。」；甚而有62.2％的人「同意」對於「即令行為乖張無法矯正，也不可以施以安樂死」。相對的，有72.6％的人「同意」將「罹患無法醫治的重病動物」給予安樂死。且有54.3％的人「不同意」對「雖罹患嚴重疾患，也應盡全力搶救，即令病死，也不可以施以安樂死。」又根據多重比較分析後，發現所有受訪者，對「安樂死」的觀點認知並無顯著差異（p值<0.05）。　　　　根據研究發現，在整體表現上，捐款領養人主要是基於人道對待動物精神，因而捐款支持該協會終養流浪動物理念，且重視財務運用的透明與可信度，也關心服務成果。但是，由於該協會行銷能力不足，並無法達到原始設計的活動募款目標。建議協會除了提高服務品質、提升領養率外，還須從捐款領養人所重視的行銷管道與文宣內容著手。　　The Animal Protection Association of the Republic of China launched the “You pay we feed” fundraising drive in April of 2003. The campaign was designed for people who did not have the time and the place for adopting stray animals.　　　　This study was conducted from April 2003 to December 31, 2006. Out of 1,119 donation adopters, a 1/3 was obtained as random-digit samples using Excel. A total of 232 questionnaires were collected, or a 62.2% rate of recovery. Two invalid samples were obtained. The samples were analyzed using SPSS for Windows as statistical tool.　　　　The study shows that close to 80% of the respondents lived in urban areas. Of them, 86.96% were female and 11.30% were male. The biggest age bracket was 30-39 years old, consisting 53.48% of the total. Most had university education, with 51.3% of the total, followed by college graduates at 18.7%. In terms of marital status, 55.22% were single. Classified in terms of occupation, 44.35% were ordinary employees. In terms of family incomes, the biggest group, at 42.17%, had monthly incomes of NT$30,000 to 60,000. Classified in terms of religious belief, the biggest group was Buddhists, at 27.83%, followed by the mixed Buddhism-Taoism followers, at 25.22%. Although 80% of the respondents had no experiences as volunteers, 88.65% had the experience of giving a donation to charity. Among them, 50.43% had never donated to other animal protection group. Some 94.35% have kept a companion animal sometime in their life. Some 78.70% of the respondents had the experience of keeping stray animals. A high 91.3% were against the method of “euthanasia for all sheltered animals that cannot be given away.” For the method of “total euthanasia for sheltered animals that cannot be corrected of their eccentric behavior and for the sake of increasing cycle rate in the shelters,” 67.4% voice “disagreement.” Some 72.6% voiced “agreement”” to the practice of giving euthanasia to “seriously ill animals suffering from incurable diseases.” In contrast, 54.3% expressed “disagreement” with the method of “trying all possible means to save seriously ill animals and allowing them to die but never through euthanasia.” After multiple comparisons and analysis, we discovered that all respondents had no significant differences (p < 0.05) in their views on euthanasia.　　　　Results of the survey show that in making donations, respondents first considered such factors as the organization’s trustworthiness in the use of the funds, the organization’s clarity in the purpose of the fund and consistency with donor’s own goal, and service achievements of the organization in the past. However, owing to the association’s insufficient marketing capabilities, we could not attain the originally set fundraising goals. It is thus suggested that the association improve its service quality to increase rate of adoption, and moreover, to work on marketing channels and promotion, two areas emphasized by animal adopters.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

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