사회복지조직의 기부자 관리 및 조직에 대한 기부자 인식이 기부행위에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

This study intended to explore whether donor management program of nonprofit social service organizations could lead to changes in donors’ giving behaviors and their perception toward an individual donation-receiving organization. Most of current studies on giving behaviors have been focusing on individual donor’s motivations or characteristics and hardly dealt with the effect of donor management in nonprofit organizations. Based on the survey data from the study sample of 242 donors who were currently registered by eleven nonprofit social service organizations in metropolitan Seoul area, this study performed path analyses to test both direct and indirect relationships between donor management, donors’ perception toward the recipient organization, and their giving behaviors. Results showed that the study model could explain the data with a good model fit, and also donor management had a significant effect on donors’ perception. However, neither donor management nor donors’ perception did lead to changes in giving behaviors, which were inconsistent with the results of current studies on giving behaviors. Although the study had a limitation in generalization of the study results because of the study sample drawn by a convenience sampling method, it broadened the ground in explaining donors’ giving behaviors from individual donor’s characteristics and experiences to managerial contexts of small-sired nonprofit organizations.

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