초록 열기/닫기 버튼
비영리조직의 사회적 역할과 비중이 증대됨에 따라 자선단체의 재정적인 안정을 달성하는데 있어 일반 대중의 자선적 기부는 매우 중요한 역할을 한다. 그런데 자선단체들이 기부금 조성활동을 해오면서 이제껏 경험하지 못했던 어려운 당면과제는 부족한 재정적 기반을 강화하기 위하여 개인들을 상대로 어떤 효율적인 기금모금활동전략을 펼칠 것인지를 파악하는 것이다. 이를 위하여 본 연구는 일반 개인들의 후원활동과 관련하여 자선단체기부자들의 기부동기와 기부행동을 예측하고 설명하는 변수들이 무엇인지를 파악하고자 하였다. 본 연구는 우리나라 K자선단체에 기부하는 일반 개인기부자들중에서 무작위 표본추출로 선정된 500명의 기부자들 가운데 설문에 응답한 147명을 대상으로 실증 분석하였다. 실증분석결과, 비영리조직과 관련된 기부동기 요인인 정체성 부각동기가 기부행동에 가장 큰 영향을 미치는 것으로 나타났으며 상호호혜성, 이성적 동기, 그리고 이타적 동기가 기부행위에 긍정적인 영향을 미치는 것으로 나타났다. 이때 개인기부자의 기부만족경험은 기부행동에 유의한 조절효과를 나타내는 것으로 파악되었다. 또한 자선단체기부자들은 감성적인동기보다는 이성적인 동기를, 이기적인 동기보다는 이타적인 동기를 더 중시하는 것으로 나타났다. 이와 같은 결과를 바탕으로 본 실증연구는 자선단체의 기금모금활동전략에 대한 시사점을 제시하였으며 개인기부자행동에 영향을 미치는 심리적인 변수를 이용한 확장연구의 필요성과 미래연구의 방향을 제시하였다.
Since 1970’s in America, the research of non-profit sector has been actively initiated and made under the title of non-profit organization, social welfare or their similar themes as a traditional study, which emerged as the core task of social scientists. But Korea has not readily developed this kind of study of non-profit marketing and furthermore, actually there are few studies on donation culture. However, the expansion of the fund-raising of the non-profit organizations and the donation culture becomes the important social issue in reality. Recently, the concerns and consciousness of the general public tend to change from quantitative growth in past times to qualitative life according to the enhancement of the economic level. And the demand of the public about social welfare has been largely increased and the size and number of non-profit organizations that request financial support has been remarkably augmented. But under consideration of financial dimension of current government, the financial expenditures for non-profit organizations are very low in comparison with those of the advanced countries. Such kind of situation finally arrives to search for individual donators for securing income sources in activities and operation of non-profit organizations and each non-profit organization becomes to have the consciousness of necessity of efforts of fund-raising and marketing strategy. While, the national non-profit organizations faced new and difficult missions that they have not experienced in activities of fund-raising is how to construct the foundation of indivi-dual donator against deficit finance. Those missions are as follows; first of all, what is the motivation of the individual donator?, and what motivation do we give to the individual donators according to the type of non-profit organizations? Recently nonprofit organization takes increasingly significant roles in solving social problems in Korea, they are exposed to the financial problems. The charitable giving for nonprofit organizations is very important to strengthen NPOs. Especially, individual giving to the charity would contribute to achieve the financial stability of nonprofit organizations in Korea. The primary objective of this research is to identify giving behavior of donors for charitable organizations in Korea and the factors that predicts the motivation of donors’ giving behavior. Especially, the national nonprofit organizations are facing to the new and difficult missions that they have not experienced in activities of fund-raising such as how to construct the foundation of individual donator against financial deficit. Those missions are as follows; what are the giving motivations of the individual donator and what are the motivations do individual donators have for the type of nonprofit organizations. This paper also attempts to identify factors affecting the individual giving behaviors. This study uses the data based on the responses of 147 participants among 500 donors selected randomly from donor population of K charitable organization. The findings are as follows: the major motivations of individual giving behaviors were identity salience, a reciprocity, and rational giving. This paper contributes to promote understanding on individual giving motives and behaviors in Korea. Finally, this paper discusses directions of future research concerning on individual giving in Korea. The suggestions and expectancy effect of marketing are briefly summarized as follows: First, we construct the pattern and profile of individual donator’s motivation and the strategic frames of individual donator market. Second, based on the identification of the valuables in motivation according to type of non-profit organization, we promote the efficiency of donation activities by providing references. Namely, the fund-raising-related people of non-profit organization have to develop effectively a brief and integral fundraising- strategy-program with a few of valuables. Third, since we understand the patterns of motivation and attitude of donator customer, we establish appropriate STP strategy in donation market. Fourth, through comparative analysis of motivations and attitudes of individual donators relative to the Charitable organization, we understand the behavior of donation consumers and provide the clues of the fund-raising marketing. Fifth, we provide the efficiency of PR strategy for future fund-raising by understanding the motivation, attitude and propensity of individual donator. Finally, we provide the guideline and insight for the general development of national donation culture.
키워드열기/닫기 버튼
charitable donations, identity salience, reciprocity, rational giving, giving motives, giving behavior
