| Summary: | 碩士 === 南華大學 === 傳播學系 === 104 === The thesis is a public-relations practice report, the research envisagement and implementation of which is initiated from the author’s summer volunteer experience in Huashan Social Welfare Foundation in 2012. In the real practice in assisting the living-alone elders with the community service staff, the author found many heart-touching stories and has been moved from that time. The author realizes that the charities should exist forever; moreover, they need much more assistances from the society. Therefore, it is the beginning of the research envisagement and implementation in the public-relations marketing strategy of charity groups.
The major engagement of Huashan Foundation is the service of elders who live alone. From the actual interviews and the collection and analysis of literature reviews, the author recognized some operational difficulties of Huashan Foundation. Following the increased number of needy elders and the governmental policy of electronic receipts, Huashan Foundation has had significant difficulty in fund raising and organizational operations. The author believes that if Huashan Foundation could develop public-relations strategies and effectively implement related marketing strategies, then the difficulty of fund-raising sources would be solved.
Thus, the key issue of research envisagement and implementation in the thesis is related to “How can Huashan Foundation increase fund-raising sources and visibility via public-relations strategies and activities?”
The main source of Huashan Foundation’s fund-raising plan is the receipt of donations, especially from the cluster effect among student groups. The implementation of the plan collaborates with a TV show called “Super M” issued by TTV Television. Therefore, through the campus-selection opportunity of “Super M” in Nanhua University, the plan was initiated in phases from proposal, preparation, execution, and then finally to review. The completion of the activity successfully solved the difficulty of fund-raising sources and low visibility in Huashan Foundation. Hence, the author suggests that Huashan Foundation apply the implementation methodology used in this activity as one of the possible fund-raising methods for the future.
|
|---|
