非營利組織與企業夥伴關係之研究：以荒野保護協會為例

Research on Partnership Relationship Between Nonprofit Organizations and For-Profit Businesses:Case Study of The Society of Wilderness

蘇鴻達(Hung-Ta Su)

指導教授 ： 謝登旺

元智大學/資訊學院/資訊社會學研究所/碩士(2006年)

摘要

全球化後造成經濟、社會及環境的諸多問題，引起大眾對社會公益的重視，企業基於社會責任參與公益活動的風潮也日益蓬勃，非營利組織與企業形成夥伴關係合作公益，已形成一種新的公益活動運作模式，並成為推動世界改變的一股新力量。本研究旨在探討由「以營利為導向」的企業如何善盡其「非營利」之角色，如何與非營利組織合作，形成長期「夥伴關係」，在社會中發揮其正向的影響力，並透過公共服務之功能以促進「公共利益」。本研究透過荒野保護協會此具台灣本土經驗及聲望之非營利組織，與其合作企業夥伴的個案做分析，研究目的在於：

一、瞭解企業參與公益活動之內涵。
二、歸納非營利組織與企業組織參與公益的合作模式。
三、試圖發展任何組織形態下的非營利組織的夥伴關係之最適運作策略。

本研究從四個層面探討企業與非營利組織間公益參與的夥伴關係：
一、由企業參與公益的理念，探討夥伴關係的起點及企業參與公益的動機。由研究得知共同的目標與理念是夥伴關係開始的起點，而企業參與公益的動機分為內部與外部因素：內部因素為長期的商業策略及長期自利，以期建立企業的長期形象、爭取員工認同、改善整體環境及進行公司徵才等；外部環境因素為支持非營利組織、善盡社會責任及回饋社區。
二、由企業與環保型非營利組織的連結分析企業參與公益活動的影響因素，包含企業本位、公益方案的貢獻及非營利組織運作能力，而荒野與企業合作時的考量因素則為企業資源的投入、合作方案內容、企業公益資源運用模式及企業形象評估。
三、由夥伴關係之構成要素中探討出夥伴選擇原則為個人與組織網絡、共有的使命與價值、結合彼此資源與能力及有效溝通與信任，而荒野與企業夥伴關係的建立則是在長期合作的共識，可從夥伴之溝通、信任與承諾、有組織的體系與組織領導者的投入等因素所形成。
四、由荒野與企業所形成夥伴關係的雙贏局面，形成公益價值與公益效益的最大化。

本文根據研究結果提出對企業、非營利性組織及政府之建議：
一、對企業之建議：要集中資源建立明確之公益理念目標、主動慎選合作夥伴並派專人負責公益活動，以期達成企業社會責任。
二、對非營利性組織之建議：要塑造組織形象、擴大組織規模與影響、增強組織能力、學習企業之效率、積極培養人才並擬定組織發展之具體策略，以發揮組織影響力。
三、對政府之建議：在行政措施方面應調整相關法規及行政措施，提供非營利組織充分支援並予以適當之監督，俾促成公益目標之具體實現；在政策規劃方面，應運用政策制定之影響力，積極掌握國際保育趨勢，制定國家環境保護政策與法令，並與民間組織合作，共同維護環境保護工作，以提升台灣環境保育之國際形象。

關鍵字

非營利組織 ； 夥伴關係 ； 企業社會責任 ； 荒野保護協會

並列摘要

Globalization caused many economical, social and environmental problems which has brought public attention to social welfare. Due to the increased focus on social responsibilities, more and more businesses participate in social welfare activities. As a result, these for-profit businesses form partnerships with nonprofit organizations and this cooperation model has become a new power to push changes in the world. This thesis aims to discuss how “for profit oriented” businesses play its “nonprofit organization ” role and how they work with nonprofit organizations to form a long term partnership relationship and therefore, provide positive impacts to the society and improve public welfare through public service. This thesis is based on the analysis of the partnership relationship between The Society of Wilderness, a renowned nonprofit organization in Taiwan with local experience and its for-profit business partners. The purposes of this thesis are to:

1. Understand the for-profit businesses’ concepts to participate in social welfare.
2. Analyze the cooperation model between nonprofit organizations and for profit businesses.
3. Develop appropriate strategies for nonprofit organizations to form a partnership with any kind of organizations.

This thesis discusses the partnerships between for-profit businesses and nonprofit organizations from four different aspects:

1. Starting from the concept of for-profit businesses participating in social welfare activities, this thesis explores the business motivation to participate in social welfare activities and the initiation of partnerships.

This research found that the mutual goals and ideas are the starting point of partnership. The for-profit businesses’ motivations for participating in social welfare activities derive from both internal and external factors:

Internally, the partnership is part of the long-term business strategies and will provide a long-term benefit of establishing a favorable image of the business. In addition, partnerships improve employees’ regard and appreciation of the business, improve recruitment and retention as well as improve overall social environment. Externally, businesses support nonprofit organizations to fulfill their social responsibility and give back to the communities.

2. Analysis of how the connection is made between for-profit-business and environmental protection nonprofit organization. The factors that influence the decision of a business to participate in social welfare activities include: the identity of the business, the contribution to public welfare, and the operating abilities of the nonprofit organization. When The Society of Wilderness forms a partnership with a for-profit-business, it considers the resources of the business, the cooperation plan, the proposed model for the application of business’s public welfare resource, and an evaluation of the image of the business.

3. From the components of the partnerships, the research found that the partnership selection criteria include: individual and organization networks, common missions and values, combination of resources and talents, and effective communication and trust. Consequently, the partnership between The Society of Wilderness and its for-profit business partner is formed upon their ability to effectively communicate, trust, mutual promise, organizational structure, the leaders’ involvements, and long-term mutual goals.

4. The partnership between The Society of Wilderness and a for-profit business creates a win-win situation that maximizes social welfare value and social welfare effectiveness.

Based on the research results, this thesis provides the following recommendations to for-profit businesses and nonprofit organizations:

1. Recommendations to for-profit business:

The for-profit business shall focus its resources towards establishing a clear goal for social welfare, actively and cautiously select its partners and assign specific individuals to be in charge of social welfare activities to fulfill its social responsibilities.

2. Recommendations to nonprofit organizations:

The nonprofit organizations should portray its organizational image, expand organizational reach and influence, strengthen organizational abilities, apply efficiency and effectiveness principles developed by for-profit businesses, train personnel, and design the strategies for organizational development to exercise influences

並列關鍵字

Nonprofit Organization ； Partnership ； Corporate Social Responsibility ； The Society of Wilderness

參考文獻

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