Influences of Brand Image and Relationship Marketing of Non－Profit Organizations on Donor Loyalty：The Cases from the Training Centers of the Disabled of the Catholic Taichung Diocese

• Main Authors: CHANG,MING-CHENG, 張明正
• Other Authors: 林清同
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/34j745

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === For non-profit organizations, in order to achieve their goals and continual development according to their missions, it is necessary to find financial supports. However, the most important income of non-profit organizations is fund-raising, so results of fundraising even affect whether organizations can continue operating. For expectations of maintaining present donation resources, improving re-donating rates and lowering fundraising costs, influence of a brand image and relationship marketing of a non-profit organization on donor loyalty will be explored in this study. This study employed empirical research through donor questionnaires from eight special education institutions of the Catholic Diocese of Taichung, exploring the relation between each variable and utilizing AMOS version 20 to test. The study concluded that the brand image of the non-profit organizations, including the service image and the organization image, affects greatly the donor loyalty. Besides, the mutually beneficial relationship of relationship marketing of the non-profit organization also has a great impact on the donor loyalty. Therefore, the non-profit organizations first focus on developing the brand image in the fundraising strategy, have to strengthen the mutually beneficial relationships with donors, and strengthen the organization's public image publicity in order to obtain donor loyalty. Hopefully, this study can provide non-profit organizations an understanding of crucial factors influencing on donor loyalty and enables them to improve the effectiveness of fundraising, to keep effectively existing resources and to maintain the loyalty of donors. It is believed that fundraising will be more effective.