The Study of the donator's attitudes towards the marketing communication activities of the nonprofit organization
|關鍵字:||非營利機構;募款;行銷傳播;捐款;市場區隔;生活型態;Nonprofit Organization;Fund raising;Marketing communications;Donation;Market Segmentation;Lifestyle|
For the fast social change and the multiple necessity of the people, recently the public service area is undergoing the dual effect of the failure of government and market, the role of the third sector played by nonprofit organizations is more and more important. Because the nonprofit organizations are numerous, insufficient social resources and unequal distribution is a general problem for the nonprofit organizations.How the nonprofit organizations could promote the fund-raising efficiently is quite important. So, the study of understanding the donator’s attitudes towards the activities of marketing communication implemented by the nonprofit organizations and market segment of the donator can help to know about the properties of the donator, to promote the fund-raising efficiently. In this research, the independent variables are demographics and lifestyle factors; and the dependent variables are the donator’s attitudes towards the activities of marketing communication implemented by the nonprofit organizations,whether the donator attend the activities of marketing communication implemented by the nonprofit organizations, and the donating behavior. The approach to collect data is by asking questionnaire and the sampling tools is using the telephone book. The study objects are the donators who lived in Taipei. The research results shows: the donator’s attitudes towards the activities of marketing communication implemented by the nonprofit organizations are five factors: function, management and supervision, promoting the decision of donating, opposition, doubt; There is a significant difference between whether the donator attend the activities of marketing communication implemented by the nonprofit organizations and demographics variables, and between the donating behavior variables; the donator can be segmented by lifestyle factor variables and there is a significant difference between the different segments and demographics variables, and between the donating behavior variables. So, according the conclusion of this research, it could be provided the practicable suggestions to the fund-raising of the nonprofit organizations.
|Appears in Collections:||Thesis|