| Summary: | 碩士 === 東吳大學 === 社會工作學系 === 98 === Due to the increase of public issues and the needs of growing social welfare, Non-Profit Organizations in Taiwan was rising rapidly in the recent years. It makes Non-Profit Organizations need to face the instability and competition for finding support, resources and funding sources. The resources-shortage becomes every NPO’s vexation. Beyond the service, developing their own resources and extending organizational living will be the mission and tendency of all Non-Profit Organization.
This research is an exploratory study to the brand of the “Child Welfare League Foundation” which attempts to build and construct out a preliminary structure. This research shows how the institution works through the “Brand” strategy, which is low-cost and high effectiveness. There are three compositions carry on this research structure: the brand identity, the institutional framework and the brand planning. The recommendations in this research are as follows:
1.The recommendation of “Child Welfare League Foundation” brand marketing: the institution should engage in long-term brand planning strategies and administer exactly, especially on the donors relationship management.
2.The recommendation of Non-Profit Organization brand marketing: the first step of building the brand is understanding organization itself. Constructing a professional, full-time marketing work-team will help. Start simply, then extend to the overall branding.
3.The recommendation of social workers engaged in marketing: social work marketing education should be added as a part of practice as a study basis of social workers.
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