Research on Blog application in NPOs-A Case Study of Taiwan''s six social welfare organizations.

• Main Authors: Yu_Hsin Chen, 陳裕昕
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/16374772710001057120

碩士 === 國立中正大學 === 社會福利所 === 98 === Development of the non-profit organization(NPO) has been grown rapidly and become more important in recent years. However, in a imited resources and competitive environment, the main issue of NPOs is its management strategy innovation. Marketing could be considered as one of the major strategic move. With the popularity of the Internet, low-cost and high-speed of Internet marketing is currently the common marketing platform. The application of web2.0 has increased interaction and openness in the Internet, NPOs, thus have a great opportunity to apply Internet marketing. This research primarily focuses on the possibility of utilizing web2.0 blogs as an efficient way of marketing and studying their existing effectiveness of blog marketing. We hope this study could be a good reference to assist social welfare organizations in Taiwan on marketing activities in the future. With NPO''s commercialization and its development as the basic foundation, the study is to clarify some doubts of NPO’s commercialization and to confirm marketing strategies could be adopted despite the degrees of commercialized organization. This research attempts to define the definition of "Social Marketing" and to analyse marketing content of NPOs. Furthermore, it summarizes three major issues of NPO marketing which include:(1)marketing purposes, (2)target markets, and (3)marketing products. The blog management is the research object of this study which covers six non-profit social welfare organizations in Taiwan. The data was collected through in-depth interviews, content analysis, and observational method. While the organizations under study are all recognize the importance of marketing, there marketing activities focus on " resource attraction," and "nondonor persuasion." Sponsors are the main marketing objects while "goods and services" and "ideas and issues" are the main marketing products of NPOs currently. Senior management has a strong influence on the organizational marketing and organizational volunteers mostly agree with and support marketing activities. In recent years, NPOs are more willing to employ marketing staff with professional background or even set up a dedicated department responsible for the organizational marketing. Blog management has gained good access of "non-donors of persuasion," and enhance interactions of “sponsors," which help NPOs to achieve four expecting marketing benefits such as " improve organizational visibility," "increase the resource attraction," "more communication and interaction," and"expand the market." This research concludes that the four key succesful factors of NPO blog marketing are: sincerity, interaction, feedback, and spread. It’s also suggests those NPOs which may have doubts on marketing should hold a more postive and open-minded attitude to learn and utilize all kind of marketing skills. NPOs could move on by utilizing the modern internet technology and virtual marketing to enhance their competence and quality of service.