非都會區非營利組織募款經驗與策略之探討

非營利組織在設立時皆有組織使命與宗旨，組織營運經費主要來自政府稅收和民間捐款，當政府面臨財政及全球化經濟危機，相對的民間社會福利經費即會受波及，造成委託服務經費緊縮，促使非營利組織開始關注組織運作及生存的議題。對非營利組織來說，穩定的財源及足夠的資金對非營利組織的發展服務相當重要與關鍵，因而穩定人力、行銷策略及募款模式是非營利組織經營的重要探討議題。本研究以半開放式深度訪談七位於非都會非營利組織募款人員，主要探討非都會區非營利組織募款人力的角色與工作方法，募款過程中的地方關係及資源連結方式，行銷募款策略及非都會區與都會區募款策略之異同處。研究者發現三大面向，一、非都會區非營利組織募款人員角色與知能；募款人員日常工作角色，主要有四個大方向的日常工作，資源開發與連結、籌備募款活動、組織形象經營及志工經營與維護。募款人員應具備之專業知能，有釐清組織使命與發展自我價值、募款專業知能、危機處理知能。募款人員專業應具備五大知能，撰寫計畫的能力、掌握客戶需求的能力、保障個案隱私的能力、對內對外團隊合作的能力、資訊傳佈能力。二、非營利組織募款過程中的在地關係連結進程；透過與地方政治人物、領袖、社團，不定期適時維繫及互動關係，同時與在地其他非營利組織間、企業、政府，讓組織與在地資源能串連起來成為網絡關係，互相幫補互相協力。三、非都會區非營利組織募款行銷策略與階段；非都會非營利組織募款行銷與都會區的媒體行銷機會是有所差異的，都會區宣傳管道多及行銷市場大，非都會區傳遞資訊能被看見區域少，捐款方式及管道仍習慣傳統的劃撥或現金捐款。

關鍵字

非都會區非營利組織；公共關係；募款經驗與策略

並列摘要

Nonprofit organizations are established with organizational missions and purposes, and the main resources of operational budgets are revenue taxes of governments and nongovernmental donations. When the governments encounter financial and global economic crisis, the social welfare budgets may be reduced. This makes nonprofit organizations start to concern about the issues of managements and survivaloperations. For nonprofit organizations, stable and sufficient funds are important and critical in order to develop services. Therefore, stable human resources、marketing strategies and fundraising models are the important issues of operations of nonprofit organization. This research adopts semi-structured interviews for seven fundraisers who work for nonprofit organizations locating in suburbs. Mainly discusses include the characters and work methods of fundraisers of nonprofit organizations, local relationships and associations during fundraising process, and fundraising strategies as well as similarities and differences in fundraising strategies between suburban and urban areas. Findings of this study are as follow. There are four main parts of daily works of fundraisers serving in nonprofit organizations. These include edeveloping and associating resources, preparing fundraising activities, managing images of organizations, and organizing volunteers. The professional competencies fundraisers should possess include clarifying the missions of organizations,developing self-worth,professional competences of fundraising, and knowledge of manaing crisis. A professional fundraiser should possess five main competencies, including abilities of formulating plans, meeting demands of customers, protecting the privacy of cases, teamwork and spreading information. Irregularly and timely maintain and interaction with local politicians,leaders,and societies. In the same time, helping organizations to connect local resources, including other nonprofit organizations、corporations and governments. This will subsidize and cooperate each other. Marketing and fundraising of nonprofit organization sare different between suburbs and urban areas. The channels of advertisement in urban area are more and marketing is larger. The visible region of information transferring in suburbs is limited and the ways of donations in suburbs are still traditional such as remittances or in cash.