Research On The Status Quo And Countermeasures Of Non-profit Organization Fundraising Based On 4Cs Concept

As the “third sector” of society,non-profit organizations participate in social governance and provide public services with the government,which is an important part of the national governance system.As one of the main sources of funding for non-profit organizations to provide public goods and services,fundraising determines whether non-profit organizations can develop in a long-term manner,whether the project can be sustainable and influential,and thus affect the supply of public goods and services.The status quo,problems and solutions of non-profit organizations,especially social service organizations,are the topics of concern in both theory and practice.Based on the analysis of non-profit organizations' status of fundraising in China,it can be found that social service organizations are facing major problems in fundraising.Through interviews with some responsible persons in the case of social service organizations in different fields and different cities,it is found that they are facing some problems such as low willingness to donate of individuals,high cost of donations,complicated donation procedures,and lack of communication channels.The low willingness to donate of public is the most serious problem,and the specific performance is concentrated on the lack of social service organizations' service awareness.Therefore,the 4Cs service marketing concept is introduced.Based on the interview analysis results and basic literature,the scales are designed around the donor needs,donation costs,donation convenience,and donor communication.Questionnaires were distributed.The data shows that 70% of respondents have experience in donating to non-profit organizations.Demand,cost,convenience,and communication have a significant positive correlation with donor willingness.Based on case studies,interviews and questionnaire results,it was found through analysis: lack of service marketing concepts,neglect of credibility building,and lack of development planning are important reasons for not meeting the needs of donors;insufficient professionalism,lack of cost awareness and lack of response are important reasons for the inability to reduce donor donation costs;lack of awareness of donations' source,lack of capacity to expand the donor market and lack of deep Internet marketing thinking and competencies are reasons for the inability to improve donation convenience;lack of service awareness to donors,low implementation of self-monitoring mechanisms and lack of regular and effective feedback mechanisms are the reasons for the impact of donors communication.Finally,based on the above analyzed results and the 4Cs service marketing concept,the countermeasures to increase the willingness to donate are given from four aspects: donor demand,donation cost,donation convenience and communication between the organization and the donor.To some extent,the necessity of introducing 4Cs service marketing into social service organizations is explained.