整合行銷傳播對NPO社會行銷的助益與實施探討--以法鼓山人文社會基金會為例—

Abstract

法鼓山創辦人聖嚴法師曾說：「佛法這麼好，知道的人這麼少，誤解的人這麼多。」所以，他主張經由研究、寫作、編撰、出版的方式，運用各種現代化的傳播設備為工具，通過文字、口述、表演，乃至修行活動等去做推廣。弘揚佛法需運用及整合傳播的力量，非營利組織在推動社會議題上更是如此！近年來，台灣的非營利組織發展出不同的型態及運作模式，呈現積極且正向的動能，但因資訊氾濫、社會及行銷傳播方式詭譎多變、傳播費用高居不下，卻也不時面臨組織所推動的社會議題無法有效觸及目標對象的窘境。究竟非營利組織該如何做，才能更有效地被聽見、被看見、被關注、被認同，並對所欲改善或解決的社會問題真正產生助益？這是值得深思的問題。 本研究以研究者多年參與會務推動的法鼓山人文社會基金會（人基會）為研討個案，藉由人基會自成立以來使用整合行銷傳播推動會務的實務運作，分別就「整合行銷傳播運用」、「過程績效」及「輸出績效」三個面向做探討，並在「企業文化因子」、「行銷制度或機制」、「執行人才團隊」優勢的分析中，了解非營利組織運用整合行銷傳播對內部、外部的具體影響。經研究發現，人基會運用整合行銷傳播對組織的發展與其社會影響力確實有所助益！而無論是社會議題的擬定、資源的整合與運用、溝通訊息的創新及傳播、新媒體的掌握及行銷人才團隊的養成，每一個促使社會行銷得以成功的因素，都必須回歸到「人」的教育與關懷上；唯有如此，非營利組織的行銷傳播才有意義，也才有存在的價值。期以此研究結論，提供人基會及其他非營利組織執行社會行銷時參考。

The founder of Dharma Drum Mountain, Master Sheng Yan, once said “Buddhism is a really good subject, however, there are few people know it and there are so many people misunderstand it.” Thus, he advocated that using research, writing, editing, publishing methods and all kinds of modern communication equipment as tools, to promote Buddhism through words, dictation, performances, and even spiritual activities. To promote the Buddhism, the use and integration of the power of communication is required. When it comes to promoting social issues, this power is also needed for those non-profit organizations. In recent years, Taiwan’s non-profit organizations have developed different types and modes of operation, showing positive momentum. However, due to the proliferation of information, the spread of social and marketing communication methods, and high transmission costs, and also, the difficulties when the social issue promoted by the non-profit organization cannot effectively reach the dilemma of the target audience. How can non-profit organizations be more effectively heard, seen, noticed, identified, and truly benefit the social problems they want to improve or solve? This is a question worth pondering. This research was based on the researcher who participated in Dharma Drum Mountain Humanities and Social Improvement Foundation for many years. Dharma Drum Mountain Humanities and Social Improvement Foundation has been using the integrated communication since the organization is founded. This research will focus on “The use of integrated marketing communication”, “Process performance”, “Output performance” those three aspects to discuss. Moreover, in the analysis of “Corporate culture factor”, “Marketing system or mechanism”, “Executive talent team”, understand the internal and external impact when non-profit organization using integrated marketing communication. Through the research, it has been found that the use of integrated marketing communication in Dharma Drum Mountain Humanities and Social Improvement Foundation has a certain positive impact for the organization when it comes to development of the organization and its social influence. Regardless of the formulation of social issues, the integration and application of resource, the innovation and propagation of communication messages, the mastery of new medium, and the development of marketing talent teams, every factor that contributes to the success of social marketing must return to the education and care of “people”. Only in this way, the marketing communication of non-profit organizations is meaningful and there is the value of being. Based on the findings of this study, it provides a reference for the implementation of social marketing by Dharma Drum Mountain Humanities and Social Improvement Foundation and other non-profit organizations.