宗教型非營利組織募款策略性行銷之研究--以財團法人佛校慈濟慈善事業基金會為例

Strategic Marketing for Fundraising of Religious‐ Based Non‐Profit Organizations: A Study of Tzu Chi Foundation

魯炳炎(Bing-Yan Lu) ； 林麗容(Li-Rong Lin)

《政策與人力管理》 1卷1期 (2010/07) Pp. 149-208

https://doi.org/10.29944/PPM.201007.0005

摘要

隨著一九八七年解嚴，國內非營利組織的發展有更不同型態 與多元的面貌，攸關非營利組織生存的重點在於資源的募集與掌握，募款是其中重要的基礎，而行銷是一種工具，募款是目的。過去諸多研究在討論非營利行銷時，多半聚焦在行銷策略（行銷組合）的討論，較少用一個整體性、策略性的觀點，來討論非營利組織應該如何進行募款行銷的規劃，本文以國內外知名的慈濟基金會為研究對象，了解其如何進行募款策略性行銷規劃，透過文獻分析法與深度訪談法進行研究，分為四個步驟：建構、分析、檢驗、修正與回饋進行。緊扣著層層解構的過程，本研究得到結論為：慈濟的募款策略性行銷規劃隨著時代發展而有所調整，但也有所堅持，調整的是其行銷傳播工具以及內部組織，堅持的是募款通路始終透過慈濟委員以「面對面」進行人員銷售，而使慈濟募款能夠吸引民眾挹注的主要原因在於，該基金會整個募款結構是建構在公信力的支撐點上，包括證嚴法師的Charisma、鼓勵民眾參與以及行政成本不到20%，換言之，公信力的建構是整個募款行銷的核心。

關鍵字

卡理斯瑪 ； 非營利組織行銷 ； 責信 ； 慈濟基金會 ； 募款策略

並列摘要

Since the lifting of martial law in 1987, Taiwan’s domestic non-profit organizations have evolved into multiple formations with a variety of features. The key to sustain the operation of non-profit organizations lies on the collection and control of resources. Marketing is used as one of the means to achieve the fundraising goal. While most of the studies on non-profit marketing focused on marketing strategies and marketing mix, this research addressed how non-profit organizations carry out a strategic plan for fundraising with a holistic and strategic perspective. Tzu Chi Foundation was selected as a case study and the aim was to investigate and analyze its implementation of fundraising marketing plan. By examining closely connected factors, this study found out that Tzu Chi’s strategic fundraising marketing plan is constantly modified over time whereas its core philosophy remains firm and consistent. In a way, its marketing communication tools and organizational structure are modified and its fundraising channel has carried out by interpersonal communication among pious four million members. Meanwhile, what makes Tzu Chi’s fundraisers successful is its accountability on the entire fundraising scheme is successfully developed. In a word, accountability is the core of marketing for its fundraising. In addition to fundraising, it is Master Cheng Yen’s charisma that encourages public participation of its members and creates an efficient fundraising non-profit organization with a lower-than-20% administrative cost.

並列關鍵字

Accountability ； charisma ； fundraising strategy ； Non-Profit organization marketing ； Tzu Chi Foundation