在傳統的管理行銷觀念中，管理理論或行銷技術大多適用於以營利為主的商業之中，而美國企業行銷概念的濫觴，也是緣起於一九五○年代；而非營利組織對行銷技術與理論的運用，則是在一九七○年以後才開始；例如，菲利浦科特勒（Kotler）在1975年提出了非營利組織策略行銷的觀念，而已故的社會學兼管理大師彼得杜拉克（Drucker）於1990年時，亦提出非營利機構經營之道，使得行銷與管理等相關的知識與技術，逐漸受到非營利組織的重視，乃至於今日，已有許多非營利組織已把管理與行銷的理論與技術，視為組織經營十分重要的一環；而資訊行銷技術在非營利組織上的運用，卻又是興起於近十年的重要趨勢，許多非營利組織，不僅將資訊技術當作是推廣組織理念與使命的工具，更將其應用於募款、組織間合作與組織業務發展等事務上，足見「資訊行銷」不僅是一個當今非營利組織經營的走向，也是一項十分重要且直得研究的議題。 本研究即以「台灣公益組織文教基金會」為研究樣本，用比較分析的研究方法，採以我國與美國各取三個在組織資訊行銷運用方法上，似有通則的基金會，做相關資訊行銷上的事件、技術上的探討；希望能在「同中求異」的研究過程中，探究出資訊行銷技術較為妥適的運用方式，並對研究主個案--「台灣公益組織文教基金會」，再此一面向上，提出未來發展上的建言。 For traditional concept of marketing management, most management theories or marketing techniques are used in for-profit business. The business marketing concept in America originated in the 1950’s. The marketing techniques and theoretical application for Non-Profit Organization did not start until the 1970’s. For example, Kotler introduced the concept of strategic alliance for NPOs in 1975. In 1990, deceased master of social science and management Drucker also introduced the principles of NPO operation; related knowledge and marketing techniques and have been gradually emphasized by NPOs. Today, management and marketing theories and techniques are considered as an essential part of organizational management by many NPOs. The information marketing techniques of NPOs is an important trend emerged in the last 10 years. Many NPOs not only use information techniques as the tool to promote organizational ideology and mission, but also apply them to fund-raising, cooperation among organizations, and business development. Obviously, “information marketing” not only becomes the direction for contemporary NPO management, but also becomes an important issue for research. This study selects the “Taiwan philanthropic organization foundation” as the research sample, and adopts comparative research method. Each of three foundations from Taiwan and the US with general principles in information marketing for organization were chosen to explore the technique of related information marketing. It is hoped that during the research process of “searching for disagreement among agreements”, proper way to perform information marketing technique can be explored. Focusing on the main research case: “Taiwan philanthropic organization foundation”, this study provides suggestions for future development.
