This study uses two methods, the FTA, and the survey. The FTA has been applied to analyze the NPOs' mission and the fundraising message which have collected from newspapers and magazines published by NPOs in 2004. Then, the important results to analys ...
This study uses two methods, the FTA, and the survey. The FTA has been applied to analyze the NPOs' mission and the fundraising message which have collected from newspapers and magazines published by NPOs in 2004. Then, the important results to analyse mission and fundraising message. First of all, three rhetorical visions have been found from mission message, which are 'to cultivate human's better nature', 'to create community culture', and 'to change human being and society'. Secondly, three rhetorical visions from fundraising message of social service NPOs have been found, which are 'the relationship of material assistance', 'the relationship of expanding family emotion', and 'the relationship of reciprocal education'. Third, it is found similar meanings between rhetorical visions from mission and fundraising message and some relations appear between two types of visions.
The second part of this study explains results from questionnaires based on meaning to find through analyzing message. The questionnaires are designed to measure the attitude of meaning - fantasy themes - composed of rhetorical visions and master analogue, and the awareness degree of NPOs' name, and fundraising activities, lastly, the degree of the donation as like donation experience, donation intention. There are the important results. Firstly, groups are divided by three visions of missions, three visions of fundraising, three master analogues. The difference of attitude in meaning among groups is nearly not found in statistical significance. Secondly, it is found the relations between attitude on meaning and donation behavior that experience in donation is related to two variables, the awareness degree of NPOs' names, and the awareness degree of fundraising activities. In addition, intention to donate is positively related to 'the relationship of reciprocal education' and to the awareness degree of NPO's name.
In conclusion, this study implied that the PR is able to be approach to fundraising, and expecially rhetorical perspectives in PR is base of meaning management on fundraising. In the end, SCT and FTA can be evaluated as appropriate and empirical through this study.