IMPACT有效沟通模型对机构公信力关键因素的影响及评价体系的建立

Establishment of Influence and Evaluation System for Key Factors of Institutional Credibility Based on IMPACT Effective Communication Model

本文通过IMPACT有效沟通模型,挖掘慈善组织与群众沟通中影响公信力构建的关键因素,从而构建慈善组织公信力评价体系。经研究,可以从运营能力、形象树立、项目能力、社会价值、捐赠信任、渠道开拓六个维度共30个指标对慈善组织进行评价与分析,六个维度之间存在较大关联,要获得公众的理解与信任,慈善组织需提高自身硬实力,并与多方配合,才能更好赢得公众的信任。

Through the IMPACT effective communication model,this paper explores the key factors that affect the construction of credibility in the communication between charitable organizations and the public,so as to build a credibility evaluation system for charitable organizations.Through research,it can use six dimensions of operation ability,image establishment,project ability,social value,trust giving,channels expanding,a total of 30 indicators,to evaluate charity organizations and do analysis,with larger correlation between six dimensions.In order to get the public's understanding and trust,charitable organizations should improve their hard power,and cooperate with many parties to win the trust of the public better.