第三次分配视角下非营利组织应对重大突发公共事件筹款策略——基于公众捐赠偏好的实验研究被引量：6

The Nonprofit Fundraising Strategies in a Magnitude Outburst Public Health Incident Context from the Third Distribution Perspective: Based upon Individual Donation Experiment

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摘要 “重视发挥第三次分配作用”“发展慈善事业”是党的十九届四中全会和五中全会提出的重要国家战略,非营利组织是落实这些国家战略的重要主体。已有研究指出,非营利组织在日常运营过程中容易陷入“非营利组织饥饿循环”陷阱,虽然学术界提出了常态情境下应对该陷阱的有效筹款策略,但是在应急情境中筹款策略的有效性有待进一步研究。对此,论文聚焦于重大突发公共事件,通过随机控制问卷实验,将不同的被试者随机分配到不同的非营利组织筹款策略组中,来检验非营利组织不同劝募信息组合是如何影响公众捐赠偏好的。实验结果表明,公众在应急情境下,依然存在对非营利管理费用的厌恶情绪。并且,公众对于非营利组织的绩效和透明度信息的敏感程度更高,当管理费用较高时,其绩效和透明度只要存在任何一方短板,公众捐赠意愿会显著降低。实验结果也进一步表明,公众对于筹款策略的偏好因管理费用来源不同,也会存在显著差异。当管理费用来源于善款扣除时,公众对非营利组织的绩效和透明度方面的短板会更加敏感。论文对国家发挥第三次分配作用和非营利组织管理费的政策优化及相关研究扩展均有重要启示。首先,研究对于我国制定非营利管理费用政策提供了实证依据,建议在管理费用比例方面进一步区分常态和应急状态,避免一刀切。其次,也为国家助力非营利组织发展的具体措施提供了思路,例如设立国家专项基金,支持非营利组织管理费用。此外,建议我国非营利组织在助力国家发挥第三次分配作用时,可以考虑扩展合作方,形成支持管理费用的弹性系统。最后,政府可以联合高校等部门,制定权威的非营利组织效率评价指标体系,避免公众对非营利组织形成“低管理费用”甚至“零管理费用”的不合理期待。 “Third distribution” and “philanthropy development” are important national strategies announced by the communique of the fourth and fifth plenary sessions of the 19th Central Committee of the Communist Party of China(CPC). Nonprofits play critical roles in these national strategies.Existing research suggests it is common for nonprofit organizations to step in the “nonprofit starvation cycle”,yet the current fundraising strategies responding to these issues have often been tested in normal contexts rather than in emergent contexts. To fill this knowledge gap,we conducted a survey experiment to randomize participants into different groups to test how solicitation messages affect individual donations in the magnitude outburst public health incidents. The empirical finding suggests the overhead aversion also exists in emergent contexts. In addition,individuals become more sensitive to a nonprofit’s performance and transparency. Neither low performance nor transparency may lead to less donations.Meanwhile,if individuals need to cover overhead with their donations,they will be less likely to donate and will donate less. This study sheds light on different perspectives. Our findings suggest policy makers should consider making a distinction in the nonprofit overhead ratio between normal and emergent contexts. Second,government could consider setting up national grants to cover nonprofit overhead.Third,nonprofits could extend their collaborative relationships to build a more flexible overhead support system. Finally,government can work with universities to develop a more reliable and valid overhead indicator to help the public avoid “low overhead” and “zero overhead” bias.

作者田园徐家良 Yuan Tian;Jialiang Xu

机构地区上海交通大学国际与公共事务学院中国城市治理研究院中国公益发展研究院

出处《公共行政评论》 CSSCI 北大核心 2022年第2期154-171,199,200,共20页 Journal of Public Administration

基金国家自然科学基金青年项目“众筹信息对癌症慈善捐赠供需平衡作用效果及其机制研究:基于信息不对称视角”(编号:72004131) 教育部人文社会科学青年项目“大病医疗慈善救助分级体系的构建和其资源配置效用研究:以肿瘤患者为例”(编号:20YJC630136) 上海市浦江人才计划“大病救助慈善众筹信息的效用与机制:大型行为实验研究”(编号:2020PJC070) 国家社会科学基金重大项目“慈善组织的治理和监督机制研究”(编号:20&ZD182)。

关键词重大突发公共事件非营利组织饥饿循环非营利筹款公众回应捐赠实验 Third Distribution Magnitude Outburst Public Health Incident Nonprofit Fundraising Individual Response Donation Experiment

分类号 D63 [政治法律—中外政治制度]