[[alternative]]THE FACTORS OF CHARITABLE GIVING IN TAIWAN

[[abstract]] 本研究係以行政院主計處於2003年9月17日至30日所執行之「中華民國九十二年台灣地區社會發展趨勢調查報告－社會參與」為分析資料來源，旨在瞭解國人在捐助行為上的特質及其影響因素，以期做為日後非營利組織尋求捐贈金錢或物資時的參考。 主要的研究發現如下： 1.從事捐款行為的個人當中，其人口特質為：女性較男性有較高參與率；世代參與方面則集中在中高齡者，年齡越長者，參與率越高；有配偶者比沒有配偶者有較高參與率；教育程度以及全年收入越高者，其捐款參與率也越高。2.會從事捐款行為的個人當中，其概括的社區參與，在參與社團、參與志願性服務、捐贈衣服物品食物、參與捐血活動等面向，均能對其參與捐款慈善行為產生正面影響。 就上述的結論，非營利事業的管理者可以大致瞭解參與捐款行為之國人背景。因此，非營利組織在從事勸募工作上，應可針對這些已經是潛在而且有意願參與捐款行為的個人，激發其捐款行動。此外，在努力開發潛在捐款人的同時，非營利組織更應持續與既有的捐助者維持相當的關係，不論是有形的實質獎勵或無形的心理滿足，強而有力、穩固的支持力量，將有助於非營利組織永續性經營。 [[abstract]] This research which was based on September 17 to 30, 2003 the Republic of China Social Developmental Tendency Report – Social Participation. To understand the behavioral characteristics and its effect in charitable giving, executed by the Directorate- General of Budget, Accounting and Statistics, Executive Yuan R.O.C.Is to probe into the behavior of people participating in charitable giving. The main findings are the following: 1.The general demographic factors of people who have higher rate of participating inCharitable giving are: the women; the elderly; the married couples; those who have higher level of education, and those who have higher income.2.The socially participated activity are as follows: doing/ giving volunteer services, Donating food and clothing, donating blood, have positive influences on the donors who are involved in charitable giving.. According to these conclusions, the manager of nonprofit organizations can roughly understand the background of those who participate in charitable giving. Therefore, the nonprofit organizations should pay attention to those who are potential donors, willing to do charitable giving and encourage them to donate. At the same time, the non- profit organization should maintain the relationship with those who have previously donated by thanking and acknowledging their donation. Eventually they become greatful, generous and reliable donors who can support the Non- Profit Organizatio