大專公開男生組第一級籃球隊經費籌措策略－以國立高雄師範大學太極龜為例

Fundraising Strategies of a Division I Men's Basketball Team in the UBA: The Case of National Kaohsiung Normal University Tai Chi Turtle

原珮文(Pei-Wen Yuan) ； 楊啟文(Chi-Wen Yang)

《臺灣體育運動管理學報》 18卷2期 (2018/12) Pp. 215-235

https://doi.org/10.6547/tassm.201812_18(2).0005

摘要

目的：本研究的目的在探討大專公開男子組一級籃球隊國立高雄師範大學太極龜在學校經費補助、企業贊助與系友捐贈之經費籌措情況、策略與困境。方法：研究採取質性個案研究法，透過訪談與文件分析來收集資料，訪談的對象有四個人，分別為體育室主任、系友會事務局局長、球隊教練球隊與球隊經費負責人。結果：一、現況：球隊經費籌措的工作是由學校校長、籃球隊教練與學校老師來協助執行，八成的經費來源是來自於學校經費補助與企業贊助。二、策略：太極龜採取的經費籌措活動為向體育室申請運動代表隊校外比賽補助、校長主動向校內外人士募款、球隊教練撰寫贊助企劃書並參與相關募款活動、參加系友餐會、舉辦太極龜球敘與餐敘。接受經費的管道為學校經費核銷、現場捐贈現金、捐贈至校務基金作指定用途。經費籌措的最佳時機為球隊有好的成績時與教練出席相關活動。回饋的機制為頒發感謝狀、學校開立捐贈證明、預留高師大主場貴賓席、同學協助贊助商活動、共同辦理偏鄉教育活動、球衣上放廠商logo、送簽名球或球衣給廠商。三、困境：球隊經費籌措的困境為UBA賽制改變、系友的收入有限、校務基金制度提撥部分捐贈收入由學校統籌分配。結論：為提升大專運動代表隊經費籌措成效，建議應善用善因行銷策略、尋求校內外人士對於球隊認同、邀請球隊重要人士出席募款活動、運用球隊獲得好成績的時機來募款、刪減校務基金運動代表隊捐贈的行政管理費。

關鍵字

募款 ； 捐贈行為 ； 運動贊助 ； 運動管理

並列摘要

Purpose: The purpose of this study was to investigate the fundraising situation, strategies, and difficulties of the National Kaohsiung Normal University (NKNU) Tai Chi Turtles basketball team that competes in the UBA Division I Men's Basketball Tournament from the perspective of its ability to solicit and receive donations from the university, corporate sponsors, and PE graduates. Methods: A qualitative case study approach was adopted. Data were collected through interviews and reviewing relevant documents. The four interviews were with the director of the athletic department, the executive officer of the alumni association, the team's coach, and the team player that is responsible for funding. Results: (1) Situation: The principal, team coach, and teachers were fundraisers for the team. Eighty percent of the team's funding comes from university allocation and corporate sponsorship. (2) Strategies: Fundraising activities include applying for competition funds from NKNU, actively engaging in fundraising inside and outside the school by the principal, writing sponsorship proposals and participating in related sponsor activities by the coach, attending dinner parties hosted by the alumni association, and hosting alumni basketball games and dinner parties. Donation methods consist of budget reimbursement, cash donations, and designated donations through school funds. The best times to make fundraising solicitations are when the team has won and when the team coach attends fundraising activities. Multiple feedback strategies are adopted by the team. (3) Difficulties: Typical fundraising difficulties encountered by the team are UBA game schedule adjustments, the limited income of PE graduates, and charging an administrative fee for donating through school funds. Conclusion: Thus study provides the following suggestions: the team should (1) adopt a cause-related marketing approach, (2) seek team identification from inside and outside the school; (3) invite key man to attend fundraising activities; (4) highlight team wins in fundraising solicitations; and (5) reduce the administrative fee of using school funds to donate to the program.

並列關鍵字

fundraising ； donating behavior ； sports sponsorship ； sports

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