非營利組織發展策略之研究：以佛教慈濟骨髓幹細胞中心為例

A Study on Strategy Development of Nonprofit Organization －An Example of Buddhist Tzu Chi Stem Cells Center

李道霖(Tao-Lin Lee)

指導教授 ： 蔡揚宗

國立臺灣大學/管理學院/會計與管理決策組/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00929

摘要

Drucker晚年致力鼓吹非營利組織，他相信這些機構，而不是政府，最有能力處理競爭的資本主義所帶來的種種社會問題。1990年時，全球約有六千個國際非營利組織；到了2005年，在聯合國登記有案的組織，已接近四萬個；由此可見非營利組織的蓬勃發展。相對於營利組織，非營利組織之的策略研究較為不足。本研究採個案研究法，選擇「佛教慈濟骨髓幹細胞中心」為研究個案，以探討一成功非營利組織的發展策略。既有學術理論基礎上，本研究結合使命、SWOT環境態勢、策略定位、策略資源發展、以及Porter策略活動系統，檢視個案具策略意義的行動，以探索其行動背後的策略意涵。

慈濟骨髓庫源自「慈濟慈善事業基金會」，於1993年10月由證嚴法師排除萬難成立，不到一年即突破六萬筆志願捐髓者資料登錄，成為全球最大的亞裔骨髓庫；以人口密度而言，「慈濟骨髓幹細胞中心」目前位居世界第三，僅次於德國及美國骨髓庫；但慈濟是其中唯一無政府資金支持的骨髓庫，殊屬不易。其如何以民間力量迅速成為全球矚目骨髓庫? 其挑戰及威脅是什麼？成功背後的發展策略是什麼？其邁向永續的優勢條件及利基是什麼？依循歷史脈絡，本研究以進入策略、創立階段、發展階段、獨立機構階段等四部份，回顧各階段時空及環境態勢，剖析個案發展策略。

一路走來，面對重重考驗，諸如打開捐髓風氣不易、龐大經費負擔、配對成功者面對家人與親友的壓力、準捐髓者的恐懼與變卦、準捐者失聯、成功率低的質疑、「無償捐髓、有償配對」的指控、及「壟斷寡占、牟利」的誤解……等，「慈濟骨髓幹細胞中心」逐步以策略回應解決問題。以使命凝聚大愛的力量與獨特的腳印定位，推動慈濟志工長期投入；慈濟人情脈络式的募款網路，提供穩定的資金；有人緣的地方就有髓緣的通路策略，大幅增加志願捐贈者；而以質為重的深度溝通，有助配對成功者的捐贈同意率；獨特的骨髓捐贈關懷小組無微不至的全程陪伴關懷捐贈者，取得捐贈者的高度認同；集中慈濟醫院抽髓的模式，抽髓經驗豐富，對捐髓者是另一層保障；而關鍵的HLA(人類白血球抗原，Human Leukocyte Antigen)精準配對，移植成功率大幅增加，對慈濟志工與捐贈者是一大激勵，也增強全球合作醫院的信心；骨髓捐贈相見歡，受髓者及其家屬表達感恩，也讓捐髓者的現身說法使眾人更加肯定「髓緣救人，無損己身」的事實；慈濟志工長期身體力行的推動，累積無數的捐、受髓感人生命故事，而這些真人實事也啟發更多人捐髓救人的愛心。透過環環相扣的活動，因而發展出一個獨特而又有價值的策略定位——「以大愛凝聚力量，以捐贈者關懷為焦點，以人類白血球抗原精準配對與豐富抽髓經驗等核心能力為基礎，搶救生命，並啟發社會大眾愛心進而以感恩心無所求付出，成就愛與善的循環」。

對於成功的非營利組織的發展策略，本研究有幾項發現，可供國內外非營利組織策略發展之參考及借鏡：

．以使命為起點
．不以現有資源的為限制的策略擴張(Stretch)
．獨特策略定位以指導組織資源流動
．千手千眼、人情脈絡為主軸的組織發展策略
．不斷創造做事機會、以愛來凝聚力量的策略
．親身實踐的策略
．以獨特核心資源為基礎的成長策略
．反映階段性發展需求的差異化策略
．創造獨特而有價值的策略活動系統
．槓桿運用(Leverage)的策略

希望「慈濟骨髓幹細胞中心」寶貴的策略經驗與智慧，有助於非營利組織開創未來更有利的生存空間，進而實現使命與滿足公眾利益。

關鍵字

非營利組織 ； 策略 ； 佛教慈濟骨髓幹細胞中心 ； 證嚴法師 ； 人類白血球抗原 ； 策略活動系統

並列摘要

Peter F. Drucker started advocating nonprofit organizations during his later years in life. These organizations, says Drucker, are better than government in solving the social problems of competitive capitalism. Also, the registered international nonprofit organizations in United Nation have been increased from around six thousand in 1990s to more than fourty thousand in 2005, this shows the rising and flourishing of nonprofit organizations. But, academic research on the strategy developmen of nonprofit organizations are insufficient as compared to those of profit organizations.

This thesis is a case study, taking Buddhist Tzu Chi Stem Cells Center(BTCSCC) as an example to study the strategy development of nonprofit organization. This research reviews the relevant theoretical literatures and integrates mission, SWOT analysis of situation and environment, strategic positioning, strategic resources development, and Michael Porter’s concept of the strategy-activity system to investigate the strategic moves of BTCSCC and the strategic insights of these actions.

By shouldering the extremely difficult burdens, BTCSCC was founded by Dharma Master Cheng Yen of Tzu Chi Foundation in October 1993. BTCSCC recruited more than sixty thousand volunteer donors within one year and quickly became the largest Asian unrelated marrow donor registry. In 2007, BTCSCC is ranked worldwide No. 3 in view of population density, only next to Germany and USA. It’s extremely difficult to start and to operate, especially BTCSCC is 100% self-funding. How can BTCSCC grow quickly and call for world attention based on the power of the people ? What’s the challenges and threats ? What’s the strategies that determined the success ? What’s the advantages and niches to pursue organisational sustainability ? By going through collections of historical contexts and looking back the situation and environment, this research divides the whole development process into four stages including entry strategy, start-up stage, development stage, and independent stage to investigate the strategy development of BTCSCC.

There were many hardships facing BTCSCC, such as "hard to accept bone marrow donation as common practice by people ", "huge amount of money required", "the pressure from relatives to matched donors" , "fearfulness or going back on a commitment by matched donors ", "fail to find the mateched donors", "suspicion of low survival rate ", "accusation of free donation, but paying for a bone marrow match", "misinterpretation of monopolizing the market and seeking for profit",…etc. Although the barriers remain, BTCSCC conquers all the difficulties with the strategic activities gradually. Mission comes first to concentrate the strength of great love, Master Cheng Yen expanded bone marrow donation into the sixth fields of compassion in action of Tzu Chi Foundation’s volunteers, a human sentiment-based fundraising network to provide stable financial support, the channel strategy of where there is a personal connection place there is a bone marrow donation chance to increase volunteer donors substantially, conduct in-depth and quality oriented communications with the clients to increase the agreement rate of donation by matched donors, distinct Marrow Donation Concern Group to take care the donors meticulously for the entire journey and win a high recognition from donors, to perform operations of bone marrow cells collection always in the Buddhist Tzu Chi General Hospital to safeguard donors with rich experiences, establish establishes its immunogenetics laboratory to bring in DNA-based typing technique for accurate HLA (Human Leukocyte Antigen) Tissue-Typing to increase survival rate and to strengthen the confidence of Tzu Chi volunteers, donors and the global cooperation network, the first meeting between non-relative donors and recipients titled "Happy Reunion of Bone Marrow Donors and Recipients" was held to let recipients express gratefulness and let donors be living witness on " Donating marrow to save others will not injure oneself ", Tzu Chi volunteers practice what they preach over a long period of time and accumulate so many real touching stories which inspire and put people’s unconditional Great Love to donate bone marrow to save others. By a number of higher-order strategic themes which are identified and implemented through clusters of tightly linked activities, BTCSCC developed a distinct strategic positioning, " Concentrating the strength of great love with donor’s concerns as the focal point, building the core competency of accurate HLA Tissue-Typing and rich experiences in performing operations of bone marrow cells collection, in order to save life, inspire and put people’s unconditional Great Love in action with eternally grateful heart and without asking for anything in return,and move into the circle of love and good karmas.

There are some findings in this research for the successful nonprofit organization's strategy development as follows.
．Mission comes first
．Stretch strategy going beyond existing resource constraints
．Distinct strategic positioning of new field to guild organization resource flows
．Organization development by a human sentiment-based network with the concept of "a thousand eyes and hands"
．Creates unceasingly works for the welfare of others and concentrates the strength of Great Love
．Just go ahead and do good deeds, "Just do it !"
．Develops growth strategies based on unique core resources
．Differentiation strategies reflecting the gradual needs
．Distinct and valuable strategy activity system with a number of higher-order strategic themes which are identified and implemented through clusters of tightly linked activities
．Strategic leverage

Hope the precious experiences and wisdom of BTCSCC can help nonprofit organozations to create and expand their space of existence, to fulfill mission and contribute to the public interests.

並列關鍵字

nonprofit organization ； strategy ； Buddhist Tzu Chi Stem Cells Center ； Dharma Master Cheng Yen ； Human Leukocyte Antigen ； strategy activity system

參考文獻

丁仁傑(1999)，社會脈絡中的助人行為：台灣佛教慈濟功德會個案研究，臺北：聯經.

楊緒棣(2006)，醫療行銷：以新店慈濟醫院為例，臺灣大學商學研究所碩士論文.

吳健成(2004)，慈濟淨化人心之策略管理探討，臺灣大學會計學研究所碩士論文.

司徒達賢（1999），非營利組織的經營管理，台北：天下.

李禮孟（2000），非營利組織的策略規劃；收錄於蕭新煌主編，非營利部門—組織與運作，台北：巨流圖書.