| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === Non-profit organizations, like profit-seeking organizations, face the competition generally, such as how to fund sufficient financial resource to support non-profit organizations’ operation. Thus the mission to fulfill the social responsibility is one of the most important topic that non-profit organizations should take into account at present.
Therefore, In order to survive and be competitive, non-profit organizations should also emphasize the marketing strategy application. The traditional strategy of fund-raising of non-profit organizations also gradually starts to change and the “Cause-Related Marketing” becomes more important. Besides taking the view of marketing strategy, the study also focus on the effect of “Mental Accounting”on the non-profit organization fund-raising performance.
The samples of the study come from Tzu Chi Foundation. The study concludes 200 paper questionnaires. There were 200 valid questionnaires, accounting for 100% of the total recover of questionnaires. The substantial evidence result in manifestation: “Cause-Related Marketing” and “Mental Accounting” both influent the non-profit organization fund-raising performance, and the former gets better prediction of the influence.
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