| Summary: | 碩士 === 南華大學 === 傳播學系 === 105 === Fund raising is always an important issue for NGOs. Most NGOs depend on the donation from individuals and enterprises (Drucker,1993). To compete for more resources, NGOs strive for media exposure to let public know what they had achieved.(Cheng,2015). The present study explores the effects of different topics of news coverage regarding Huashan Social Welfare Foundation on people’s evaluations toward it. The study also verified five life-quality indicators for the elderly which reflect the services provided by the foundation to see how important the audience think they are.
The studies to address from the perspective of audience (potential donator) were limited in Taiwan. However, to understand what contributes to donation behaviors cannot be overemphasized (Williams, 2004). The results show that the audience judge five life-quality indicators differently; companion comes first, then the accommodation, adequate food & clothing, sense of self-worth, and finally, the elderly’s mobility. The respondents who value these five indicator more, tend to support the foundation more. Besides, if the respondents read the news correctly(in accord with the expectation of the foundation)，they would value both the indicators and the foundation more. The respondents’ personal experiences also have impact on their evaluation, if they had lived with an elderly, or being helped by others, they would show more support toward the Huashan foundation.
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