The purpose of this study is to seek for a strategy for systematic and professional fund raising in order to activate individual contribution by examining how the contribution satisfaction has influence upon the continuous contribution behavior. This ...
The purpose of this study is to seek for a strategy for systematic and professional fund raising in order to activate individual contribution by examining how the contribution satisfaction has influence upon the continuous contribution behavior. This study examined by dividing contribution satisfaction into each of service satisfaction and need satisfaction. And, the more full-scale research was carried out on the influence of the contribution satisfaction on an individual contributor’s continuous contribution behavior by attempting an approach through a social exchange theory and a need theory. For this, the postal questionnaire research was carried out targeting 165 contributors who are participating now in the contribution behavior, thereby having been used for analyzing this study.
This study used Hierarchical Multiple Regression in order to grasp the influence of contribution satisfaction upon the continuous contribution behavior. At this time, it analyzed by dividing into a case of having put only the contribution satisfaction, which is independent variable, and a case of having put the contribution satisfaction, which is the independent variable, and the whole of socio-demographic factor and the experiential factor, which are the control variables.
The following are the results of Hierarchical Multiple Regression.
1. A contributor’s service satisfactory level with institution has not influence upon the period of contribution.
2. A contributor’s need satisfactory level with contribution behavior has not influence upon the period of contribution.
3. A contributor’s service satisfactory level with institution has influence upon the contribution-continuance intent.
4. A contributor’s need satisfactory level with contribution behavior has influence upon the contribution-continuance intent.
5. A contributor’s service satisfactory level with institution has not influence upon the money amount of contribution.
6. A contributor’s need satisfactory level with contribution behavior has influence upon the money amount of contribution.
7. A contributor’s service satisfactory level with institution has influence upon the contribution-recommendation intent.
8. A contributor’s need satisfactory level with contribution behavior has influence upon the contribution-recommendation intent.
Given synthesizing the results of this study, the contribution satisfaction was grasped to be a variable, which has great influence upon an individual contributor’s continuous contribution behavior, and was indicated to have greater influence upon the continuous contribution behavior in the need satisfaction than the service satisfaction. And, the level, about which the contribution satisfaction explains, was confirmed to be the biggest in the contribution-continuance intent among dependent variables. Accordingly, the deeper discussion and verification can be said to be necessary on how these results will be able to be applied to the social-welfare practice field in the dimension aiming at establishing a fund-raising strategy for a plan of activating the individual contribution.
Contribution can be said to be important resource in social-welfare institution that expects the private charitable contribution as financial origin, thus the operation of institution may be activated or shrunk depending on contributors’ satisfactory level with contribution. Accordingly, in order to promote development and smooth operation in social-welfare institution, the institution needs to implement the systematic contributor management and the customized fund-raising strategic program of considering a contributor’s satisfaction with the need and contribution. Thus, there is expectation that will be conducive to activation of individual contribution and further that will play a positive role even in expanding contribution culture for implementing welfare society.