非政府组织的劝募形式与策略

On Fund-raising Forms and Strategies of Non-governmental Organization

资金短缺、募资困难一直是影响我国大多数非政府组织生存和发展的严重障碍,其原有的募资形式与策略已远不能满足自身发展的需要。将市场营销理念应用于劝募活动,可以提高非政府组织劝募的能力,促使非政府组织劝募活动的成功。

funding shortage and fund-raising difficulty are always the major obstacles affecting the survival and develop- ment of Non-Governmental Organization （NGO）. The original fund-raising forms and strategies are far from meeting the needs of their self-development. The application of marketing concept to fund-raising activity can promote NGO＇s fund-raising ability and improve their success.