| Summary: | 碩士 === 美和技術學院 === 經營管理研究所 === 98 === This study is mainly to look into the relationship management of universities and their donators, to find out those means which universities usually use to raise funds and which the donators accept, the differences between those means, and to propose the strategy to improve the relationship management. We proceed by Semi-structural Interviews, and design the interview outline according to the previous literatures and research objectives. The interviewees are 14 school members, including chairmen, chieves of fund-raising department, staff of alumnus association, and other management in the colleges of southern Taiwan, and 19 donators.
The conclusions are as follows:
1. The relationship management can be divided into three stages, prior fund raising, fund raising, and post fund raising. The relationship management in the stages is defined as the relationship establishing prior to fund raising, the relationship management during fund raising, and the relationship maintaining during post fund raising.
2. A diagram is presented to show the relationship management.
3. We summarize the interviewing data and show the difference between schools and donators at the three stages with “Modify Cause Effect Diagram And Cards（M-CEDAC）” The results are shown as follows. In relationship establishing prior to fund raising, one is the way to establish relationship, schools incline to have face to face contact by means of having some activities. But donators do not, they like other contacts like mail or email. Obviously, donators choose a conservative way to avoid such an embarrassing occassion like talking about contribution amount. The other is the selection of the objects to establish relationship, schools like to choose alumnus, but what the donators care most is the transparency of the use of the contribution. The relationship management during fund raising can be presented in two parts. One is the way to raise fund. Schools incline to hold alumni reunion. Donators like school celebrations. The other is the timing. Schools prefer the anniversary celebrations of the school, but donators like to contribute when they get extra income. As to the relationship maintaining during post fund raising can be divided into two parts, too. One is the feedback mechanism. Schools like to give feedback by praising publicly during school celebrations. Donators incline to take thanksgiving letters. The other is the way to maintain long term relationship. Schools like to keep amity by having parties. But donators obviously prefer indirect contact like mail or email to face-to-face contact.
4. We suggest that schools upgrade service quality by exploiting various donation channels to meet donators’ needs, grasp every chance of having contact with donators, and take this relationship management as an important long-term management.
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