以系統動態學探討非營利組織永續經營策略-以埔里基督教醫院為例

政府資源的支持是很多非營利組織的重要收入來源，但隨著非營利組織數量持續增加，政府補助的資源也開始不足，為了達成使命，在面臨財務緊縮之下如何永續發展就成為每一個非營利組織必須思考的問題。而對於位在偏鄉地區的非營利組織而言，在經營上要面臨的困難會更多，諸如難以尋求人才、人才流失、勞動力不足、募款不易等問題，因此如何善用經營策略幫助非營利組織維持永續發展，是一項迫切的議題。本研究針對埔里基督教醫院，以個案研究的方式，透過深度訪談法與次級資料收集，了解個案的發展歷程，以探討影響個案在經營上的困難點。本研究以系統動態學，將此發展歷程以組織面、醫療專業面、募款面與新媒體應用四個面向進行研究，釐清四個層面以及發展策略背後所蘊含的因果環路結構，最後綜合對個案的各個層面提出可供參考之意見。本研究發現影響組織各個面向最重要因素為組織聲望，當組織利用新媒體來提高組織聲望時，可以同時解決「開源有限」與「難以節流」的問題，提高組織在募款與醫師層面之效率。

關鍵字

非營利組織；永續發展策略；募款策略；新媒體應用；系統動態學

並列摘要

Government supported resources was a vital source of income for many non-profit organizations. However, as the number of non-profit organizations continues to increase, the government support becomes insufficient. In order to achieve their missions, every non-profit organization must consider its sustainable strategy under the increasing financial pressure. For those organizations located in rural areas, the difficulties such as brain drain, insufficient labor, difficulty in recruitment and fundraising, etc. is more challenging. Consequently, how to make good use of business strategies to help non-profit organizations to maintain sustainable development is an urgent issue. This study chose the Puli Christian Hospital as a case and adopted in-depth interview and other data collection methods to understand the structure behind the development history. Through the system dynamics methodology, this study identified four key aspects including the organization, medical proficiency, fundraising, and new media adoption strategy, and identified the causal structure contained the four level variables, as well as the key causal loop behind the development strategy. Finally, this study put forward suggestions for reference in the four aspects of the case. This study found that the most important factor that affects all aspects of an organization is organizational reputation. When organizations use new media to improve organizational reputation, they can simultaneously solve the problems of "limited resources" and "difficulty in cost reduction", and improve the organization's fundraising and physician level efficiently.