| Summary: | 碩士 === 大葉大學 === 工業關係研究所 === 90 === This study aims to explore the fund-raising strategies used by non-profit organization（hereafter, NPO）. Qualitative research method was administered to local and international social services groups, charities, and environmental groups during the past year. The data were collected with in-depth interview method and then analyzed with content analysis method and discourse analysis method.
Findings were summarized as follows: First, the financial support of the NPO comes from three resources, namely, from government, from membership fees and donation, and from corporate and personal donation. These three resources account for different proportion of the fund of NPO due to the different nature of these resources.
Secondly, the factors considered by NPO in deciding fund-raising strategies are the purposes and public image of the NPO, the identification of the members toward their groups, the economic climate of our society, corporate coalition strategies, the ability to design drives, public relation with the government, and the leadership of the groups. The factors weighed will be varied with different fund resources.
Thirdly, the ways the NPO implements fund-raising strategies to get expenditure include holding fundraising campaigns, requesting financial support from government offices, promoting contact among members, resources sharing, PR training, setting up consultant tank, and bettering members. The decision for choosing fund-raising strategy depends on the resources of the expenditure.
Fourth, the difficulties the NPO faces to strive for fund are the budget insufficiency of the government, the depression of the society, and lack of knowledge of the law, competition from similar groups, loss of members, and the refusal of the members to pay the membership fee.
Fifth, the NPO employs the following fund-raising strategies: image strategy, public relation strategy, marketing strategy, and leadership strategy. The resources of the fund also decide the adoption of the strategies.
Sixth, it is the innovative finding of the research that the overlapping and similarity of the NPO result in the social resources to be distributing dispersedly, which weakens the social function of the NPO.
Seventh, good PR can win trust from the government and loyalty from the members for the NPO. Therefore, good PR is an essential factor for running the NPO stably and prosperously.
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