Research On Impact On Non-profit Organizational Culture To Individual Donation Dicision

With the development of political and economical structure reform, the function of economic management and the allocation of resources of the government is diminishing, it is more and more important for non-profit organization to promote the social process. The nature of non-profit organization that does’t possess its own regular financial revenue not as the department of government and the market returns not as the common enterprises determined that the main problems are the shortage of fund and the difficulty of financing. The concrete manifestations of financial difficulty are too much relying on the government funds, the shortage of self-revenue and lower proportion of social donation, which has interfered with the development of the non-profit organization seriously. How to solve the difficulty of financing, in the western countries, it is mainly relied on the donation of individuals and the public, which contains more than70%of the total non-profit organization incomes and takes up to2%-3%of GDP. As in our country which dose’t think highly of the individual donation, the individual donation contains no more than30%of the total non-profit organization oncomes and takes up to less than2%of GDP. As above, this paper aimed at the research of individual donation. After the arranging of the domestic and foreign researches for individual donation, it is found that such researches mainly focus on the analysis on the factors of the influencing behavior of individual donation from the point of individual and external environment by the theories of sociology, psychology and demography. However, some scholars advanced that the behavior of individual donation was just similar as the common consumers’, it is possible for the non-profit organization to enhance the attractiveness by some possible marketing means to stimulate the behavior of individual donation.As above, this paper based on a completely new perspective:a research on dicision of individual donation by non-profit organization culture. Based on the review of some related theories and a large sample of questionnaire survey, the essential factor of non-profit organization culture was confirmed, the model pattern of the relationship between the factors of culture and the dicision of individual donation was investigated and the comprehensive mechanism of the influence of individual dicision by non-profit organization, individual and external environment.Above all, the research findings are as below:(1) A large sample survey confirmed that eight dimensional constituted factors of non-profit organization culture which could be perceived, included the essential view of value, the guide of the public, the organization system, innovation consciousness, participation of the public, the image of the organization and the coordination mode.(2) A large sample empirical results revealed that the relationship model between non-profit organization and the intention and behavior of the donator. In such relationship model, the giving intension would impact on giving behavior remarkably, and the non-profit organization culture would impact on the giving intension remarkably, but the non-profit organization culture would not impact on the giving behavior remarkably.(3) Using a large sample of empirical research to verify the intermediary role of donors to the cultural identity of the non-profit organizations in organizational culture and personal donation decision-making mode. And verify the function of the non-profit organization types, external environment and internal motivation of donor on the relationship mode.