高等教育慈善捐款之捐款人動機與特徵

Donor Motivations and Characteristics of Higher Education Philanthropy

本文撰寫的目的在於運用Pareto的80/20原則，探討具影響力的捐款人，並初步整理 研究者於2012～2013年在美國大型研究型大學所做的捐款人動機與特徵實務調查。影響 捐款人的捐款決策因素很多，通常是混合了自身心理動機和對社會的影響力，其中，自 身心理動機包含同儕影響、被社會認同的需要、階級、節稅和家族財富的保存，對社會 的影響力則包含了利他主義的思維或宗教的影響。本文最後則據此分析對我國高等教育 經營提出結論與建議。

The purpose of this paper is to apply Pareto’s 80/20 rule to explore the motivations and characteristics of influential donors. The author partially used data collected at a large research university in the United States in 2012-13. Many factors affect donors’ decisionmaking, which often mixed their personal psychological motivation and social influence. The former factor includes peer influence, recognition by the community, status, tax savings, and family wealth preservation. The latter factor includes altruistic thoughts or religious influences. Finally, conclusions and implications are provided for the higher education industry in Taiwan.