大專院校勸募關鍵因素與勸募成效研究

The Study of Fundraising Key Successful Factors and Performance in Colleges

陳苾涵(Pi-Han Chen)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700930

摘要

本研究旨在了解勸募策略中，有哪些勸募規劃與執行關鍵因素須考量，並研究勸募
成效及與關鍵因素的關聯，以提供大專院校勸募單位哪些可行和具成效的策略與方法選
擇參考，進行成功的勸募活動以提升績效。

在執行勸募活動前，須考量規劃策略時之相關關鍵因素，然後了解執行時之相關關鍵因素，並以其主客觀評價出的成果來評估成效(各種勸募產品或服務設計的主觀效果與收入比重)，同時了解成效與關鍵因素間的關聯。此外也透過調查探究哪些勸募方式、定價是較為有效的並為單位所常用，左右捐贈意願與制定策略的諸多因素有哪些，及大專院校如何進行勸募成果的評估等等勸募相關議題。

本研究之假設獲得部分支持，加上問卷其他勸募相關的寶貴資訊，與個案訪談的支持，證明勸募單位愈重視部份的規劃、執行關鍵因素，越可有效提升成效，又部份的規劃及執行關鍵因素對三項客觀成效之影響，受到公私立屬性之影響，且公立學校在該三項勸募方式之獲益上，佔單位收入比重會重於私立學校。同時得知可行的成效衡量標準與較佳的勸募方式、策略等珍貴資訊。本研究試圖從實務與研究中擷取較佳的模式，以供勸募單位修正、重新設計較佳的策略與方式，並制定合於被勸募對象需求與其可接受範圍內的產品及服務，與價值或價格，促使下一次的勸募更為順利。

本研究希冀提出以下貢獻：
一、從勸募單位的角度討論勸募議題(為學校募款議題中受到關注，卻較少深探的領域)。
二、研究者之工作經驗與研究論文相輔相成，增加自實務觀點之探討以應證理論基礎。
三、提供實務界，在勸募服務及產品之內容與價格的設計之參考依據。
四、提供實務界在衡量成效之標準建立與執行的參考。

相信有許多一樣努力的教育界伙伴們，在不同的崗位為募款與學校的發展而努力，僅以本研究向各位致上最崇高的敬意，與最深的感謝。

關鍵字

勸募成效 ； 勸募策略 ； 募款.大專院校 ； 捐贈者

並列摘要

The main purpose of this study is to find out what key factors of fundraising planning and implementing are necessary, and the relevance between fundraising performances and key factors, which provides the fundraising units in universities or colleges with choices of feasible and effective strategies and methods to refer, and make them carry on fundraising activities successfully to promote the performance.

Before the execution of the fundraising activities, we have to consider the related key factors during planning strategies, then to understand the related key factors during implementing, and to value the performances by its subjective and objective appraises (including the effect valued by subjective view and income proportion of each design of fundraising products or services), and simultaneously to understand the relevance between fundraising performances and key factors. In addition to inquire into which fundraising methods, the fixed price are more effective and used, which factors would influence the contributors’ willingness and formulation of strategies, and how do the universities or colleges carry on the appraisal of performances and the other related issues via the investigation.

Some assumptions of this study are supported by questionnaire analysis, and the other related precious information from questionnaire, and the outcomes of case studies, proving that the more attentions fundraising units pay on the key factors of planning and implementing, the higher performance they promote effectively.

The influences degree of partial key factors of fundraising planning and implementing to three objective performances are also affected by the public or private attribution, and the contribution benefits of public schools accounted for the proportion in unit income are more than the private schools in these three items. At the same time, we can find out the feasible standards of valuing the performances, and the better fundraising methods, strategies and the other precious information.

This study attempts to pick up the better patterns from the practice and the study, thus to supply the units to revise and redesign the strategies and methods, then to formulate some goods, services, value or price that the range appeals to their fundraising objects’ demands, and then urges next solicitation to be smoother.

The contributions are summarized as follows:
1. Discussing the issues from the views of fundraising units.
(The issue for schools’ fundraising receives attention but rarely to discuss deeply)
2. Combining the practical work experience and academic study, and they complement each other
to increase the discussion from practical viewpoints that prove theory basis.
3. Providing the referential basis for the content and price design of fundraising services and the
products in the practical realm.
4. Providing the reference for the establishment and the execution of standards of valuing the
performances in the practical realm.

We trust there are many partners make the same efforts diligently in the educational field, to try hard for raising money and schools’ development in different positions. Just to pay the loftiest respect deepest appreciation to each partner by this study.

並列關鍵字

college ； fundraising ； fundraising performance ； fundraising strategy ； donor

參考文獻

科學月刊雜誌社．金台灣資訊事業有限公司．圖龍文化事業股份有限公司版權所有

22 彭瓊枝(2004)，私立大學募款策略之研究-以元智大學為例，

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