慈善组织公众募款影响因素研究

发布时间：2018-07-06 15:26

本文选题：慈善组织 + 管理　；参考：《北京理工大学》2015年硕士论文

【摘要】：从汶川地震开始，越来越多人关注到中国的慈善事业，2008年也因此也被称为中国慈善元年。慈善是国家社会保障的重要补充部分，对于缩小贫富差距、缓解社会矛盾、传播善念、启发善心、创造绿色GDP有着不可替代的作用。近些年来，随着我国慈善的快速发展，慈善行业也逐步暴露出了一些阻碍其发展的问题，如慈善立法不健全、慈善组织管理不规范、慈善组织公信力不高、善款不足等。在这些问题中，善款不足成为制约各慈善组织发展的首要问题。资金是每一个慈善组织的血液，没有资金，慈善组织将无法正常的运作下去。慈善组织的资金主要来自三个方面：企业、政府和公众。目前，公众募款在我国慈善组织中没有被给予足够的重视。很多机构不愿意做公众募款是因为他们缺乏做公众募款的经验，认为做公众募款需要花费很多的人力、物力，然而短期成果却往往并不明显。笔者认为，公众募款是将来慈善组织的募款趋势。首先，近些年网络募款平台大量涌现，如微公益、支付宝公益平台、腾讯乐捐、51give等等，，这些网络募款平台均为面向公众筹款。其次，慈善组织的使命不止是帮助弱势，更重要的是要传播善念、启发善心，所以必须要做公众募款。另外，个人捐赠所占的比重高低是衡量一个慈善组织、衡量一个国家慈善事业发展的重要标准。我国目前公众捐赠总量较低、公众募款效果欠佳。笔者认为对公众募款影响因素加以分析研究有助于更好地开展公众募款工作。本文通过阅读大量现有文献，在前人研究的基础上，对公众募款影响因素进行分类整理。在理论研究基础上，笔者对100家慈善机构进行访谈，并对中华少年儿童慈善救助基金会（以下简称中华儿慈会）的公众募款进行了深入研究。希望本文能够对慈善组织开展公众募款提供参考。
[Abstract]:Since the Wenchuan earthquake, more and more people pay attention to China's philanthropy, so 2008 is also known as the first year of charity in China. Charity is an important supplementary part of national social security, which has an irreplaceable role in narrowing the gap between rich and poor, alleviating social contradictions, spreading good thoughts, enlightening good hearts and creating green GDP. In recent years, with the rapid development of charity in our country, the charity industry has gradually exposed some problems that hinder its development, such as imperfect charitable legislation, non-standard management of charitable organizations, low credibility of charitable organizations, insufficient funds and so on. Among these problems, the shortage of charity funds has become the most important problem restricting the development of charitable organizations. Money is the blood of every charity, without which it will not function properly. There are three main sources of funding for charitable organizations: business, government and the public. At present, public fundraising has not been given enough attention in charitable organizations in our country. Many organizations are reluctant to do public fundraising because they lack the experience of doing public fundraising, arguing that it takes a lot of manpower and material resources, but the short-term results are often not obvious. The author believes that public fundraising is the trend of charitable organizations in the future. First, in recent years, there have been a large number of online fundraising platforms, such as micro-public welfare, Alipay public welfare platform, Tencent to donate 51give and so on. Second, charity's mission is not only to help the weak, but also to spread and inspire the good, so it is necessary to raise funds from the public. In addition, the proportion of individual donation is an important standard to measure a charitable organization and the development of a country's philanthropy. At present, the total amount of public donations in China is low, and the public fundraising effect is poor. The author thinks that analyzing the influencing factors of public fundraising is helpful to carry out public fundraising better. Based on the previous studies, this paper classifies the influencing factors of public fundraising by reading a large number of existing documents. On the basis of theoretical research, the author conducted interviews with 100 charitable organizations and made an in-depth study on the public fundraising of the Chinese Children's Charitable Relief Foundation (hereinafter referred to as the Chinese Children's Mercy Society). I hope this article can provide a reference for charitable organizations to carry out public fundraising.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D632.9

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