A Study of Non-profit Organization Fund-Raising Performance Influenced by Cause-Related Marketing and Mental Accounting

• Main Authors: Tsai, Shu-Huei, 蔡淑惠
• Other Authors: Wang, Shiue-Ming
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/33717640796763649005

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.