持續捐款人捐款行為之探討

本研究把研究對象鎖定在社會福利機構的持續捐款人身上，因為持續捐款人就是那些一直以來認同此社會福利機構的服務宗旨與使命的人，而且開發新捐款人的成本卻是留住既有捐款人的五倍，因此若能持續得到捐款人的支持與捐款，不但可以減少新捐款人的開發成本，還能為社會福利機構帶來穩定的財務來源。本研究採用質性研究的深度訪談法，以某社會福利機構之持續捐款人為研究對象並進行訪談，以瞭解持續捐款人其內在的個人、心理方面及外在影響，是否會影響其捐款行為，及社會福利機構對捐款人的捐款後服務及互動，是否會增強持續捐款人持續捐款的意願。最後共完成二十二位持續捐款人之訪談。研究結果發現，持續捐款人的特質有：習慣性捐款且通常捐款給一個單位以上、藉由過去的捐款經驗來評估捐款單位、小額捐款居多、捐款方式以信用卡為主。持續捐款人長期持續捐款給同一機構，其最主要的考量為「機構的服務宗旨與理念」及「經費運用適當」，而「組織的形象」及「失去聯絡」則是影響持續捐款人終止捐款的原因。另外，社會福利機構對持續捐款人捐款後的互動會加強其持續捐款的意願。最後，研究者根據研究的發現，對社會福利機構及政府部門因應社會福利機構的募款策略提出多項建議，得以穩定這些持續捐款人，使他們成為機構的長期捐款人。

關鍵字

募款策略；捐款行為；持續捐款人

並列摘要

Persistent donors of social welfare agency are the main targets of my research. Those are the people who approve the defining and mission of the agency. Besides new donors developing will cost five times to main- tain the Persistent donors. Agencies could cost less in developing new donors and get stable financial resource if the donors support them pers- istently. In-depth interview of qualitative study is the method of my research. There were twenty-two donors of a social welfare agency were intervie- wed to explore their mental and external effects to influence the donation behaviors. As the result, “Used to donation”, “Muti-agencies donation”, “Evalu- ate agencies by experience”, “Small donation”, “Via credit card” are the special characteristics of the persistent donors. “Defining and mission of the agency” and “well budget management” are the donors’ most consid- eration, “Image of the agency” and “Contact less” are the reasons why donors terminate their support. At last, base on the result, this research provides suggestions for social welfare agencies and official departments to stabilize donors that make them persistently.