慈善團體公關行銷之策略與實踐－以「華山基金會」為例

南華大學機構典藏系統 > 社會科學院 > 傳播學系 > 博碩士論文 > Item 987654321/24544

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题名:	慈善團體公關行銷之策略與實踐－以「華山基金會」為例
其它题名:	The strategies and Practice of Public Relation of Huashan Social Welfare Foundation
作者:	林奕儒 Lin, Yi-Ru
貢獻者:	傳播學系蔡鴻濱 Hong-Bin Cai
关键词:	公關策略;華山基金會;慈善團體;統一發票 Public Relation Strategies;Huashan Social Welfare Foundation;Charity Groups;Receipt
日期:	2016
上传时间:	2016-10-26 14:09:31 (UTC+8)
摘要:	本論文為一公關實務報告，企劃與執行之研究動機來自於2012年，當時研究者與「華山社會福利慈善事業基金會」的暑期志工活動結緣。在實際與社區服務員一同協助獨居老人的親身體驗過程中，發現許多感人故事且深深受到感動，研究者不僅體會了慈善公益團體永遠需要存在，更需要社會多方的協助，因此開啟本慈善團體公關行銷策略企畫與實踐的契機。　　「華山社會福利慈善事業基金會」從事的是獨居老人服務，研究者經由實地訪談、文戲資料蒐集與分析後發現，隨著老人的照顧量持續地增加，與政府實行電子發票政策，導致其基金會產生募款及運作上之困境，亟需將它的服務搭配適合之公關活動行銷，進而解決募款運作等困境。　　因此，本研究企劃與實踐主要圍繞的關鍵公關問題為「華山基金會如何藉由公關策略與活動，提升其募款來源，以及組織能見度？」　　華山基金會募款的主要來源為各種方式的愛心發票捐贈，而學生族群最能產生募集發票之群聚效應。本活動企畫執行的時間點巧遇「臺灣電視台」開闢全新電視歌唱選秀節目「金牌麥克風」，藉由其到南華大學舉辦校園徵選會之機緣，乃予之結合舉辦。議定後，本活動開始進行企劃書擬定、行前籌備、活動進行及檢討分析，活動順利完成後，並可作為成功解決其所遭遇發票捐贈短少、組織能見度低落之困境。研究者建議，其基金會可參考本案，做為日後募款之良方之一。　　The thesis is a public-relations practice report, the research envisagement and implementation of which is initiated from the author’s summer volunteer experience in Huashan Social Welfare Foundation in 2012. In the real practice in assisting the living-alone elders with the community service staff, the author found many heart-touching stories and has been moved from that time. The author realizes that the charities should exist forever; moreover, they need much more assistances from the society. Therefore, it is the beginning of the research envisagement and implementation in the public-relations marketing strategy of charity groups.　　The major engagement of Huashan Foundation is the service of elders who live alone. From the actual interviews and the collection and analysis of literature reviews, the author recognized some operational difficulties of Huashan Foundation. Following the increased number of needy elders and the governmental policy of electronic receipts, Huashan Foundation has had significant difficulty in fund raising and organizational operations. The author believes that if Huashan Foundation could develop public-relations strategies and effectively implement related marketing strategies, then the difficulty of fund-raising sources would be solved.　　Thus, the key issue of research envisagement and implementation in the thesis is related to “How can Huashan Foundation increase fund-raising sources and visibility via public-relations strategies and activities?”　　The main source of Huashan Foundation’s fund-raising plan is the receipt of donations, especially from the cluster effect among student groups. The implementation of the plan collaborates with a TV show called “Super M” issued by TTV Television. Therefore, through the campus-selection opportunity of “Super M” in Nanhua University, the plan was initiated in phases from proposal, preparation, execution, and then finally to review. The completion of the activity successfully solved the difficulty of fund-raising sources and low visibility in Huashan Foundation. Hence, the author suggests that Huashan Foundation apply the implementation methodology used in this activity as one of the possible fund-raising methods for the future.
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