| Summary: | 碩士 === 東海大學 === 社會工作學系 === 99 === This study is bases on the “Consumer Decision Process Model” and the donation behavior of the “donation / gift process” to understand the decision-making process of donor contributions. After a literature review, the dependent variable is the simulation of the donation. (the sources are from the mass market and the reference groups), and the donations of inner psychological process (donations’ motivation, information of the donation to understand the situation, an individual's experiences); independent variable is the personal characteristics (donor’s information, the status of donations).
In this study, the donors from the Central Office, the Garden of Hope Foundation is the main group of the interviewees. During the survey, 447 questionnaires were sent out. Finally, 137 were returned and 122 were valid, which means the rate of the effective response is 30.65%. After the statistical analysis, we found out the following points:
I. The Characteristic of the donors from the Central Office, Garden of Hope Foundation are female, who belong to the group of age “26-35” in production of the population. Also, they are well-educated, and believe in Buddhism, Taoism, or I-Kuan Tao. The donors have/ had marriage experiences. And the donors who have child(ren) are mostly work as an employees. Most of the interviewees believe when their families have left to do the financial savings in insurance or financial management, then the donation will be considered. Most of the interviewees have less than a year of donation experiences, and donated NTD 500-4999 more than one time, but irregularly.
II. The main way for the donors to collect the donation’s information is “mass-market sources”, and "printable media", "TV news", and "Internet media" are the most influential sources.
III. The interviewees’ motivation of the donation is to "altruistic" donation incentive-based.
IV. In the “reliability”, “to believe the Garden of Hope will use my donation properly”, “to understand the reputation and credibility of the Garden of Hope", "to recognize the purpose and the mission of the Garden of Hope" are the most influential elements for the donors’ behaviors; in the “importance”, “to understand the Garden of Hope is a legal non-profit organization”, “to agree Garden of Hope’s concept that she initiatives”, and "to know the properties of the service group from Garden of Hope” acts are the most influential elements for the donors’ behaviors.
V. The majority of the interviewees claimed that to donate to the Central Office, the Garden of Hope Foundation are not because of their past experiences. However, the others who are affected by their past experiences, are mainly because "friends or relatives had received the help from Garden of Hope"; also some interviewees said it is because they or their friends have had the similar experiences to the Garden of Hope’s service groups. In addition, 40% of the interviewees will recommend to others, who are also female, middle-age, and economic stability.
According to the research results, this study suggests the following recommendations:
I. The mass media is the main focus; there are 70%-80% of the interviewees knew the Garden of Hope through the mass media. It means the relationship between the mass media and the Garden of Hope is work, especially on the television news, printable media, and the internet. This study also found out different media attracts different target group. Therefore, we shall focus on our targets to choose different media channel to attract more potential donors.
II. For the development of networks for the youth: the new Internet medium has a certain influence to the youth, and the youth (age 26-35) is the Garden of Hope main donors too. So the channel of the network media is quite worth developing and operating.
III. The management of the influence of the reference groups: According to the research results, most respondents that had contacted the reference groups basically would decide to donate and mostly more than twice. Further, 40% of the donors would share their donation experiences with their friends and relatives, and those who donated by the recommendation of the staff of the Garden of Hope Foundation appeared a longer donation period in the statistical test. The researcher believes that the word of mouth from trusted people results in the donors’ trust in the organization, thereby increasing their donation willing and frequency. Thus, the reference groups can be incorporated as part of the fundraising planning, and the donors’ understanding and trust in the organization should be enhanced to have them recognize the tenets of the organization and steadily and constantly promote the organization, becoming a part of the reference groups for other potential donors.
IV. The responsibility of the fundraising: during the fundraising operation, base on the existing information to the donors, we would enhance the trust of the organization and enrich the content of information diversity. This is also an important reputation of marketing for the Garden of Hope Foundation.
Keywords: non-profit organization; fundraising; donation decision; donation research
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