The Study of Correlation Between Relationship Marketing Strategies of Social Welfare Non-Profit Organization and Persistent Donors’ Behavior Intention -The Case of Old Five Old Foundation

• Main Authors: Liu, Chia-Ying, 劉佳盈
• Other Authors: Tseng, Hua-Yuan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/48160901902320291436

碩士 === 東海大學 === 社會工作學系 === 98 === In recent years, along with the development of the political democratization and socio-economic growth in Taiwan, non-profit organizations also have booming development. However, how to fund sufficient financial resource to support Non-profit organizations’ operation and thus fulfill the social responsibility and mission is the most important topic at present. Therefore, this study focused on donors’ major motivation, preference for relationship marketing strategies, and donors’ persistent behavior intention, and also finds out the factors that affect donor’s persistent behavior intention. The theme of this research is about” The Study of Correlation Between Relationship Marketing Strategies of Social Welfare Non-profit Organization and Persistent Donors’ Behavior Intention-The Case of Old Five Old Foundation”, and choose the Old Five Old foundation’s donors as research objects. There were 500 questionnaires were sent out, and response rate is 21%. Of all the questionnaires, 105 questionnaires were valid. There are five conclusions and findings were described as following： (1) The performance recognition is the highest type in persistent donors’ behavior intention, and there is no significant difference between their characteristics and persistent donors’ behavior intention. (2)More than half donors donate because of mixed motivation, and there is significant difference between their characteristics and donors’ motivation. (3)Donors prefer connected by letters, magazines, and E-mail, and also prefer the RM’s “public information strategy”, and there is significant difference between their characteristics and the preference for relationship marketing strategies. (4)There is significant relevance among donors’ motivation, preference for relationship marketing strategies, and persistent donors’ behavior intention. (5)Persistent donors’ behavior intention can be predicted by their characteristics, donors’ motivation and the preference for relationship marketing strategies. The factor that can explain the most in “performance recognition” of the persistent donors’ behavior intention is RM’s “invitation strategy”, next is RM’s “public information strategy”. The factor that can explain the most in “emotional attached” of the Persistent donors’ behavior intention is RM’s “invitation strategy” In conclusion, the suggestions for further research and practical implementations have been proposed in the context.