非營利組織勸募計畫績效的影響因素

Abstract

非營利組織經由各種不同類型的勸募活動，來吸引捐款與喚起大眾對於特定議題的重視。目前關於非營利組織勸募績效研究的核心議題，主要包括：（1）績效之衡量層次及方式與（2）績效的決定因素。然而，先前的研究結果有一些方法上的限制，並且缺乏一個完整的架構來解釋勸募績效的決定因素。因此，本研究藉由從次級資料中，選取台灣非營利組織在2008 年所進行的97 個勸募計畫，探討環境特徵、組織特性與勸募策略如何影響勸募計畫績效。研究結果顯示：機構所在地的慈善資源富裕程度和競爭情況對勸募計畫績效並沒有顯著的影響。然而，組織年齡、組織類型、勸募專業人員、方案特質以及企業合作則明顯影響勸募計畫績效。

Nonprofit organizations conduct various types of fundraising activities to attract donations and increase public awareness on specific charitable causes. Existing research on nonprofit fundraising performance has paid attention to (1) the level of measurement and (2) determinants. Nevertheless, prior work has some methodological constraints and did not provide a framework explaining the determinants of fundraising performance. Hence, by using a sample consisting of 97 fundraising campaigns conducted by Taiwan nonprofit organizations during the year of 2008, this study used secondary data sources to empirically investigate the effect of environmental forces, organizational characteristics, and solicitation tactics on the performance of fundraising campaigns. Research findings show that private generosity and competition in areas where nonprofits locate do not have significant influence on the performance of fundraising campaigns. However, organization age, organizational type, development professionals, campaign type, and collaboration with businesses significantly affect the performance of fundraising campaigns.