國立科技大學對外募款機制、運作型態及其募款成功之個案研究   免費試閱

The External Fundraising Mechanism, Operating System and Fundraising Success Case Study of a National University of Technology

本研究針對一所募款績效相對良好的國立科技大學，深入了解其募款機制及運作型態，並剖析其募款成功之經驗。透過個案研究與深度訪談發現：一、個案學校的募款機制已發展成「類專業募款辦公室」的功能；二、運作型態以校友為主，從「被動接受捐款」轉變為「主動積極勸募」；三、校友會理事長為募款成功的關鍵人物，其人格特質為：高互信力、多元身分、善於溝通與長於觀察；四、募款人員對「募款成功」的操作定義分為四個層次：達到「量化目標」、「回應需求」、「維繫感情」與「產學合作」；五、其「長期小額」的勸募活動及善用個人社會網絡的募款技巧，符合國人捐款習性。最後，本研究結果對國內高等教育積極募款作為與策略具有相互學習效果及正向啟發。

This study investigated a national university of technology with good fundraising performance in order to understand its fundraising mechanism and operating system, and analyze its experience in successful fundraising. The findings are as follows: 1. the fundraising mechanism of the school in question has gradually evolved to include the functions of a "semi-professional fundraising office"; 2. the operating system consists mainly of alumni, and fundraising methods have shifted from passive donation to "active fundraising"; 3. the chairman of the Alumni Association plays a key role in fundraising success, and is personally endowed with the following characteristics: mutual trust, multiple identities, adeptness at communication and observation; 4. fundraising staff differentiate fundraising success into four different levels: attaining quantified goals, responding to requirements, maintaining mutual relationships, and academic-industry collaboration; 5. "long term, low cost" fundraising events and fundraising skills that fully utilize personal ties conform well to the donation habits of the general public. The results of this research can serve as references to Taiwanese universities in desperate need of external fundings but are not yet successful in this area.