校友捐款行為之研究

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 學位論文 > Item 987654321/33564

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题名:	校友捐款行為之研究
其它题名:	A study of alumni's donational behavior
作者:	李秋娥;Lee, Chiu-er
贡献者:	淡江大學企業管理學系碩士在職專班李月華;Lee, Yueh-hua
关键词:	捐款人;捐款人行為;捐款動機;donator;donational behavior;donationl motive
日期:	2009
上传时间:	2010-01-11 04:17:22 (UTC+8)
摘要:	隨著台灣經濟環境的快速變遷、社會價值多元化，非營利組織在公共服務領域上越來越重要。因此如何籌措足夠的財源以完成社會任務與使命已成重大的課題。本研究主要以淡江大學的校友的校友們為母體，並以淡江大學校友名冊進行便利抽樣。針對校友對母校的捐款行為進行實證分析，探討校友捐款給母校之意願與捐款的動機，在各種捐款動機下的捐款行為及捐款後行為的分析。此次發出問卷共七百份，回收問卷354份，有效問卷352份，回收率為50.57%。實證結果顯示：淡江大學校友們捐款時所考量的重要性排名，第一是「認同性」，第二是「利社會性」，第三是「利他性」，排名第四的則是「利己性」。至於未來的再捐款意願有高達68.7%的捐款者表示願意繼續捐款，而對學校的了解程度亦是影響捐款的重要因素但自認為了解學校發展方向的受訪者比率僅占47.6%，因此學校若希望能獲得校友們的捐款，勢必要再加強其相關宣導工作。非營利機構為追求使命的達成及永續經營，如何規劃最具捐款意願、最便利的捐款方式，使偶發性的捐款者成為固定捐款者，小額捐款者成為主要捐款者，值得非營利機構募款規劃與經費籌措時參考。 Abstract： Accompanying with Taiwan’s fast economy development, society’s getting pluralistic, non-profit organizations become more important in field of public service. However, it is a high subject how to get sufficient funding sources in order to accomplish missions. The reference of this research is mainly upon the alumni list of Tamkang university. The target survey is from the alumni of each convenience sample unit, attempting to inquire into society to discuss the key factors and behavioral patterns that affect the motives and activities of monetary donation. The survey sent out 700 paper questionnaires originally, 354 were recovered, and there are 352 valid questionnaires, account for 50.57% of the total recover of questionnaires. The substantial evidence studies the result manifestation: The alumni of Tamkang university would like to contribute money to rank the consideration importance, the first is the “approbation and identification”, the second is “pro-social”, the third is “altruism” and the fourth is “self-interest”. According to the statistics, the intention for future donation also reached up to 68.7% and it’s said that the realization of the aims and developments of Tamkang university is a key element to donate. However, the percentages of those who understand the aims and the missions of Tamkang university only account for 47.6%. If Tamkang university hopes to acquire huge amount donation from the alumni, it is essential to reinforce the promotion campaign to guide such task. In order to accomplish humanitarian missions and to go on running, the Tamkang university have to design the most convenient way for people to contribute, to make incidental donators become constant ones and the small-amount donators become the major ones. This research is valuable reference for non-profit organizations professional fun-raising planning and practice.
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