A duck takes to water: the relationship between fundraisers and donors in Taiwan higher education

• Main Authors: Lin, Pei-chih, 林佩錡
• Other Authors: Chiao, Chien
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/prqskp

博士 === 世新大學 === 傳播研究所(含博士學位學程) === 104 === The issue of higher education fundraising is getting more and more significant in Taiwan since the educational policy has been changed and the Financial Crisis in 2007 hit many counties including Taiwan so that public universities’ governmental budget dramatically decreased. In order to explore the whole picture of fundraiser and donor’s relationship in higher education in Taiwan, the author combined identity theory and rhetorical situation to explain how moral behavior can be influenced and predicted by rhetoric and moral and social identities. Semi-structure in-depth interview and content analysis via Burke’s Dramatistic Pentad (1945) measurement were applied as methods here. The results supported the hypothesis that identity theory and rhetorical situation worked together to explain and predict moral behaviors and suggested five items as ‘Promoter,’ ‘Fundraising reason,’ ‘Relationship with professors and classmates,’ ‘Value,’ and ‘Relationship with alma meter’ constructed an infrastructure of fundraiser and donor’s relationship. Four practical soliciting steps for fundraisers according to the research findings are: Initiation, Connection, Comparison, and Verification.