關係行銷在非營利組織勸募關係運用之初探—以財團法人羅慧夫顱顏基金會為例

A Study of Relationship Marketing of NPO for Fundrasing

薛妙賢(Miao-Hsien Hsueh)

指導教授 ： 謝儒賢

朝陽科技大學/人文暨社會學院/社會工作系/碩士(2014年)

摘要

不同於交易行銷，關係行銷是一種著眼於與不同利害關係人，發展出長期關係的行銷觀點；它強調關係中信任與承諾的重要性，相當適合「以人為本」的非營利組織，可幫助非營利組織在勸募關係中，與最具價值之對象，拓展長期的合作關係。

　　本研究以財團法人羅慧夫基金會為例，透過「個案研究」途徑探討其與企業採行關係行銷的經驗與策略、助力阻力，及其所帶來之影響；目的在勾勒出臺灣非營利組織與企業合作之關係行銷模式。

　　研究發現，羅慧夫基金會與企業的關係行銷是奠基於善因行銷與企業贊助之上。而羅慧夫基金會受企業青睞之前提，為「友誼內線的推薦」、「及時化的財務責信」，以及「核心能力與該企業相適配」等三要點；且透過吸引、建立、維持與強化等關係行銷要素的催化，讓羅慧夫基金會與企業之跨組織合作關係，朝正向與長期來發展。

　　針對研究結果，本研究認為，要經營一段成功的跨組織合作關係，非營利組織在自身管理上，應致力於創造組織競爭優勢，吸引企業合作；在理念上，順應企業社會責任觀念，調整與企業接觸與施力的面向；在行動上，可開發無形利益，強化企業的參與感。而企業方則須落實企業社會責任，在合作中與非營利組織平等互惠，並重視合作過程中無形利益的獲得。

關鍵字

跨組織合作關係 ； 企業社會責任 ； 善因行銷 ； 關係行銷 ； 財團法人羅慧夫顱顏基金會

並列摘要

Different from transactional marketing, relationship marketing is a marketing concept that focus on developing long-term relationships with various stakeholders. It is quite suitable for “people-oriented” nature of NPOs, because it emphasizes the importance of the relationship of trust and commitment; moreover, it can help nonprofit organizations developing long-term relationships with the most valuable target in fundraising relationships.
　　This case study tried to find out the partnership within NCF and its enterprises collaboration, including experiences, strategies, obstacles, supports and effects of using relationship marketing. The purpose was to establish the relationship marketing model for interorganizational collaborative relationships within NPOs and enterprises of Taiwan.
　　The study found that relationship marketing of NCF and its cooperative enterprises was based on cause-related marketing and sponsorship. As far as enterprises are concerned, the reason of NCF was favored that consists in good interpersonal marketing, just-in-time accountability, and core competence can pair up with enterprises. Furthermore, the partnership could be extended and encouraged by the process of identifying, establishing, maintaining, and enhancing.
　　Accordingly, in order to establish a successful interorganizational collaborative relationships within NPOs and enterprises, this study further suggest some solution as follows: (1) NPOs need to create their own key competitive advantage in organization and management to earn the opportunity of interorganizational collaboration with enterprises; (2) NPOs should catch up the trend of CSR to cooperate with enterprises; (3) NPOs can develop nonmaterial benefits by allowing enterprise funders greater involvement in their activities, demonstrating the achievements of the organization. Besides, enterprises have to carry out their CSR, to abide by the principle of equality and reciprocity in interorganizational collaborative relationships and to treasure nonmaterial benefits.

並列關鍵字

interorganizational collaborative relationships ； corporate social responsibility ； cause-related marketing ； Noordhoff Craniofacial Foundation ； relationship marketing

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