当前中国公益组织筹款及筹款策略研究

发布时间：2018-07-17 06:29

【摘要】：随着我国公民参与社会管理意识逐步增强,公益组织得到了迅速的发展,活跃在慈善、环境、扶贫、经济与社会发展的各个领域,发挥着越来越重要的作用,成为社会发展中一股不可忽视的力量。同时,一些公益组织的筹款能力低、筹款策略不明等现象,以及我国仍没有形成良好的公益筹款环境和公益价值观等问题,也逐步显现。公益组织在选择筹款策略之时,容易参照一些成功的筹款案例,盲目制定或选择组织筹款策略。这种方式,不仅很难取得预期的筹款效果,也会打乱公益组织本身的筹款行动。本文共收集中国800多个公益组织的各类筹款数据进行统计分析,结合历年全国公益组织筹款总额的变化趋势,总结出我国公益组织在筹款问题上的发展和目前所面临的困境。同时,通过对公益组织起步较早、筹款环境相对成熟的美国的公益组织筹款研究报告的二手数据进行分析和总结,并与中国筹款数据进行比较分析,可以归纳、总结出我国公益组织筹款的发展情况和目前面临的筹款困境,即盲目制定筹款策略以及缺乏社会认同.基于此,本文提出了影响公益组织筹款的三要素,并以案例为切入点,分析公益组织如何通过组织的三要素来拟定最适合公益组织的筹款策略。本文将公益组织筹款影响因素分为公益组织活动内容、筹款对象、筹款条件,从理论研究、数据分析和个案三方面入手,研究公益组织筹款策略,使公益组织在设计筹款活动时,具有可借鉴、参考的依据。通过本文的分析,希望公益组织能够根据自身特点,合理、有效的进行筹款。并在解决急迫筹款问题的基础之上,以公益筹款为平台,落实思想政治实践工作,加深社会公众对公益组织筹款的理解和认知,全面推进公益价值观的普及和公益事业发展。
[Abstract]:With the increasing awareness of citizen participation in social management in our country, public welfare organizations have developed rapidly and become more and more important in various fields of charity, environment, poverty alleviation, economic and social development. Become a force that cannot be ignored in social development. At the same time, some problems such as low fund-raising ability, unclear fund-raising strategy, and the lack of a good public welfare fund-raising environment and public values have gradually emerged. When public welfare organizations choose fund-raising strategies, they can blindly formulate or select organizational fund-raising strategies with reference to some successful fund-raising cases. This approach will not only be difficult to achieve the desired results, but will also disrupt the fund-raising activities of public organizations themselves. In this paper, we collect all kinds of fund-raising data of more than 800 public welfare organizations in China for statistical analysis, and sum up the development of public welfare organizations in China and the difficulties they face at present, combined with the changing trend of the total amount of public welfare organizations in China over the years. At the same time, through the analysis and summary of the second-hand data of the research report on fund-raising of public welfare organizations in the United States, where public welfare organizations started earlier and the fund-raising environment is relatively mature, and through comparative analysis with the fund-raising data in China, we can conclude. This paper summarizes the development of public welfare organizations in China and the difficulties they face in raising funds, that is, blindly formulating fund-raising strategies and lack of social identity. Based on this, this paper puts forward three factors that affect the fund-raising of public welfare organizations, and analyzes how to formulate the most suitable fund-raising strategy of public welfare organizations through the three elements of the organization. In this paper, the influencing factors of public welfare organization fund-raising are divided into three aspects: the content of public welfare organization activities, the object of raising funds, the condition of raising funds, the theoretical research, the data analysis and the case study, and the research on the fund-raising strategy of public welfare organization. So that public organizations in the design of fund-raising activities, can be used for reference, reference basis. Through the analysis of this paper, we hope that public organizations can raise funds reasonably and effectively according to their own characteristics. And on the basis of solving the urgent problem of raising funds, taking public interest fund-raising as the platform, implementing the ideological and political practice work, deepening the public's understanding and cognition of public welfare organizations' fund-raising, comprehensively promoting the popularization of public welfare values and the development of public welfare undertakings.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D632.9

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