A Study of Alumni’s Donational Behavior

• Main Authors: Chiu-Er Lee, 李秋娥
• Other Authors: 李月華
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56552061947422161625

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 97 === Abstract： Accompanying with Taiwan’s fast economy development, society’s getting pluralistic, non-profit organizations become more important in field of public service. However, it is a high subject how to get sufficient funding sources in order to accomplish missions. The reference of this research is mainly upon the alumni list of Tamkang university. The target survey is from the alumni of each convenience sample unit, attempting to inquire into society to discuss the key factors and behavioral patterns that affect the motives and activities of monetary donation. The survey sent out 700 paper questionnaires originally, 354 were recovered, and there are 352 valid questionnaires, account for 50.57% of the total recover of questionnaires. The substantial evidence studies the result manifestation: The alumni of Tamkang university would like to contribute money to rank the consideration importance, the first is the “approbation and identification”, the second is “pro-social”, the third is “altruism” and the fourth is “self-interest”. According to the statistics, the intention for future donation also reached up to 68.7% and it’s said that the realization of the aims and developments of Tamkang university is a key element to donate. However, the percentages of those who understand the aims and the missions of Tamkang university only account for 47.6%. If Tamkang university hopes to acquire huge amount donation from the alumni, it is essential to reinforce the promotion campaign to guide such task. In order to accomplish humanitarian missions and to go on running, the Tamkang university have to design the most convenient way for people to contribute, to make incidental donators become constant ones and the small-amount donators become the major ones. This research is valuable reference for non-profit organizations professional fun-raising planning and practice.