社會工作者參與案例式募款的倫理衝突與因應方式之研究

機構運用個案故事在媒體曝光，協助機構推展服務理念及內容、募集資金，此方式已成為許多機構成功募款的運作模式。而案例式募款頻繁被運用的同時，社工身為機構的一員，為報導案例的主要服務提供者，也是募款活動中媒體的合作者，肩負多重角色。社工在機構募款期待、媒體報導，及個案/案家權益三個面向的募款工作中，同時面對個案/案家、同儕、機構、媒體、捐款人、社會大眾不同的服務對象，過程中經歷不同的掙扎與衝突。研究者希望探究社工於募款中面對的問題困境、困境中的學習及所採取的因應方式。基此，本研究透過立意取樣方式找到四位資深社工，並以深度訪談方式探討他們在參與案例式募款面臨的倫理困境及其因應方式，以下整理發現：一、參與募款中，社工面臨以下七個困境：保密？隱私曝光、還是募集資源？；尊重？尊重案主意願、還是說服參與？真實呈現、還是矯飾演出？；自主？Say Yes、Say No、誰決定？；最佳利益？案主表達、社工評估、還是長官交辦？；公平？資源聚焦VIP個案、還是所有個案？；利益分配？捐款是誰的：案主的、大家的、還是給機構？；透明？對誰資訊透明？案主、還是社工？二、參與案例式募款對社工的影響始料未及，重傷關係；不受尊重，斲傷熱忱；同舟共濟，團體相挺；社工專業被認可；發現新樣貌新觀點三、社工面對募款倫理困境的因應方式：預先協助、做好準備；堅持立場、積極溝通；事前整合、統一窗口；預留資訊、因應報導；導引媒體、公平報導。四、面對募款倫理困境的建議更多陪伴，讓個案不只式代言工具；機構支持為社工延續服務的重要因素；加強媒體應對知識與經驗；社工與媒體真誠相處，創造雙贏。而根據上述研究發現，研究者則針對實務工作提出下述建議： 1、建構社工與媒體合作的相關知識 2、媒體報導前，社工確認報導內容 3、導引媒體，公平報導 4、拍攝個案資訊短片，提供媒體報導需求 5、社工與媒體真誠相處，創造雙贏 6、加強機構內部溝通，建構募款標準流程 7、捐款運用的清楚規定及說明

關鍵字

案例式募款；倫理困境；因應方式

並列摘要

Case stories are popular used by organizations in media to extend service concept, content and fundraising. This operation mode of fundraising has been successful for many organizations. At the same time, social workers have multiple roles as service providers of the cases and the partners of media. In the participation of fundraising, social workers in the expectations of agency fundraising、media reports, and the rights of case family for the three home equity, Social Workers experienced different struggles and conflicts when they face to the case / case family、peers、institutions、media、donors, community etc,. The researcher hope to explore the questions and conflicts of social workers in fundraising, and their learning and coping. Thus, the study invited four experienced social workers by purposive sampling and used in-depth interviews to discuss their ethic conflicts and coping in case fundraising event. Research findings includes: First, social workers have seven ethic conflicts in case fundraising: “Confidentiality: Privacy exposure or raise resources？”; ”Respect: Respect the wishes of the case or convince participate？”、”True presentation or pretense performances？”; ”Independence: Say yes, say no, who decides？”; ”Best interests：Case expression、social assessment or executive assignment？”; ”Fairness: only VIP cases or all cases？”、 ”Distribution of benefits: Who's contributions are: for the case, for the people or for the institution？”; “Transparency: Information transparent for whom？ For case or social worker？ ". Second, the impact on social workers from the participation in fundraising campaign： “Unexpected, serious injury relations”; ”Not respected, hurt enthusiasm”; ”We are in the same boat and united as one”; ”The professional of social workers are recognized”; ”Find the New ideas and new faces”. Third, the response of social workers to cope with ethic conflicts in case fundraising: “Pre assistance and preparation” ;”Insistence on the position and positive communication”;”Pre-integrated and Unified one”; ”Reservation information and response to reports”; ”Guide media to fair report”. Fourth, the suggestion for the ethic conflicts in case fundraising: Create more companionship and let the case is not only tools; The supports from organizations is an important factor for the social workers; Strengthen the knowledge and experience to deal with the media; Create a win-win situation for social workers and the media. Based on the findings, the author suggests the following recommendations: First, construct knowledge of collaboration between social workers and media. Second, social workers should confirm the contents before the media reports. Third, guide the media to fair reports. Fourth, shoot movies of case stories to meet the needs from the media. Fifth, improve transparency between social workers and the media to create win-win situation. Sixth, strengthen internal communications in organizations to construct a standard of process. Seventh, clear rules and instructions of the funding usage.