Research On The Resource Mobilization Of Rural Private Public Welfare Institutions For The Pension

Population aging is a major problem faced by the international community,and the difficulty of providing care for the left-behind elderly is a thorny problem faced by the elderly in rural areas in Shanghai.In order to alleviate the actual needs of the elderly in rural areas,Shanghai encourages social forces to actively participate in the construction of social organizations for the elderly in rural areas.Xingfu Village in Y Town,District S is a non-governmental and privately-owned public welfare pension institution.It has effectively solved the dilemma of insufficient resources and achieved good social benefits.The core topic discussed is how to mobilize resources for rural private benefit elderly care institutions to meet organizational operation and sustainable development.Xingfu Village is taken as the research object,based on the theory of resource mobilization,using the research methods of participatory observation and semi-structured interviews to carry out empirical research.The mobilization strategy of Xingfu Village is a combination of three types of mobilization: network,framework,and media.Firstly,in the process of social network mobilization,the organization leaders fully mobilized their original base network,expanded their political identity and used the initiative of others to recommend the organization,and maintained good interaction and communication with the government,relatives,key people,neighbors of old houses and co-construction units,so that Xingfu Village not only gained legitimacy and formed the initial team,but also expanded its volunteer force and realized resource sharing.Secondly,in the process of framework construction,Xingfu Village promoted the framework bridge through the alliance between organizations,activated the "filial piety" to implement value rendering,and derived cultural brands on the basis of the original framework,outputd mainstream values of positive energy,carried forward the traditional filial piety culture,on the one hand,established the image of the organization,reflected its legitimacy and legitimacy,on the other hand,consolidated the existing conscience supporters and stimulated hidden followers,compatible with good and profit,and ultimately achieved more participation.In addition,in the process of media mobilization,Xingfu Village used mainstream media publicity,active media contacts and self-media platform building to mobilize social attention and resonance,enhance the organization’s reputation and resource input through public information,and enhance the image of the local government with media publicity to achieve a win-win situation for both the government and social organizations,which leaded to increased government support for Xingfu Village.The three mobilization strategies of social network,framework and media do not exist in isolation,but as a whole.From the perspective of dynamic organizational development,the three types of mobilization play a corresponding role in Xingfu Village according to the different organizational goals and environments,either complementing each other or growing in parallel,all serving to adapt to the organizational development goals.Based on the characteristics of the development history of Xingfu Village,the early 2015 to early 2016 is set as the initial stage of Xingfu Village development,the early 2016 to mid-2019 is set as the middle stage,and the mid-2019 to present is set as the mature and stable stage.The resource mobilization strategy of Xingfu Village has the characteristics of organic change with the development stage of the organization.In the start-up stage,the organization builds on social network resources,and relies on the support of civil affairs and the "circle of friends" to achieve the acquisition of initial practical resources;in the development stage,it uses media publicity and organizational framework construction to expand the organization’s popularity and establish its image;in the mature and stable At this stage,organizational leaders use the introduction of new policies to create new roles,see the new needs of rural elderly care development from services,and then generate new space for resource mobilization,move towards brand building,and find a way to make a living for the sustainable development of the organization.