故事行銷與募款策略-以非營利動物保護組織為例

本研究透過個案進行訪談，並整理、歸納分析各個案籌措經費途徑及當前有效行銷與募款策略的困境為何，同時了解故事行銷對非營利動物保護組織的募款效益。除了為個案組織研究可行策略並同時延伸探討在台灣非營利動物保護組織是否能運用聯合勸募、資源整合共同募集資源，甚至設立專為非營利動物保護組織聯合募款而設立協會的可能。本研究採比較個案研究設計，分別與六家台灣非營利動物保護組織進行深度訪談，具體結論如下:首先，募款策略須不斷創新，透過科技增加曝光與潛在資助人產生連結。其次，明確專款專案之募款策略可穩定募款來源。接著，故事行銷可正向提升動物送養率及捐款率。最後，以荷蘭的非營利動物保護協會為師，動物聯合勸募確實可整合社會資源解決動保組織之募款困境。目前，各組之但對於動物聯合勸募理念一致性、規章擬定及資源合理分配尚缺乏共識，需要有志之士，進一步推動。期盼這份研究紀錄可幫助非營利動物保護組織在募款、行銷策略上獲得新思維，得到更多資源，方能永續經營。

關鍵字

非營利動物保護組織；故事行銷；募款策略

並列摘要

Through interviews about individual cases, this study summarized the financing channels of the cases and identified the current plight in effectively implementing marketing and fundraising strategies. In addition, this study investigated the impact of story marketing on the fundraising performance of non-profit animal protection organizations. Apart from propounding feasible strategies for cases and organizations, it further investigated whether it is possible for Taiwan non-profit animal protection organizations to raise funds in a united way for resources integration, and even to establish an association dedicated to assisting non-profit animal protection organizations in raising funds. With the comparative case study method, this study conducted in-depth interviews with six Taiwan non-profit animal protection organizations and drew the following conclusions. Firstly, fundraising strategies need to be continuously innovated, in an attempt to increase fundraising activity visibility and establish connections with potential funders with the help of technology. Secondly, different fundraising strategies should be developed for special fundraising projects, in order to stabilize fundraising sources. Thirdly, story marketing can positively increase the rates of animal adoption and fund donation. Fourthly, exemplified by the Dutch non-profit animal protection association, fundraising in a united way indeed is beneficial to social resources integration, addressing the fundraising plight of animal protection organizations. Currently, regarding the concept of fundraising, the association’s regulations, and the allocation of resources, animal protection organizations fail to reach a consensus. Therefore, efforts from people with lofty ideals are needed to move the career forward. This study is expected to offer non-profit animal protection organizations with new insights into fundraising and marketing strategies so that they can obtain more resources and achieve sustainable development.