• 한국IT서비스학회:학술대회논문집
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• 2009.11a
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• pp.279-284
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• 2009

본 연구는 최근 사회적 이슈가 되고 있는 기부활동이 온라인상에서 어떻게 진행되고 있는지 알아보기 위해 국내 온라인 모금 사이트를 조사 분석하였다. 이 연구에서는 온라인을 이용한 다양한 방법의 모금활동들을 분류하고 정의함 으로, 온라인 모금의 유형 분류와 각 유형의 장단점을 파악하였다. 그 결과 온라인 모금의 유형을 기존홈페이지를 활용한 회원 모집 채널을 확장한 '모금기관홈페이지', 온라인 모금을 위한 전용 컨텐츠를 제작한 '모금전용사이트', 개인 홈페이지, 블로그 등에 달 수 있는 아이콘 배너 소스를 제공하여 이를 통한 홍보 및 회원을 개발하는 '아이콘 배너 공유', 기부 인프라를 갖춘 기부 포탈과의 제휴, 쇼핑몰, 은행, 카드사 등의 마일리지 제휴, 핸드폰을 이용한 모바일 제휴 등으로 분류하였다. 그 밖의 후원 상품으로 등록된 제품 판매 시 일정 수익을 연계기관으로 후원하는 '후원쇼핑', 기업과 모금기관이 공동으로 실행하는 '공동 캠페인', 메일을 통한 모금 요청하는 '메일링'등의 온라인 모금 유형들이 있었다. 이를 통해 기존의 비영리 기관들과 향후 온라인 모금을 진행 할 비영리 기관들에게 온라인 모금 활동에 시사점을 제시하였고, 향후 진행 발전될 온라인모금 활동의 가능성과 보완 사항 등 시사점을 제시하였다.

• Korean Journal of Social Welfare
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• v.57 no.1
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• pp.147-167
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• 2005

In the West, the model for provision of services to the disabled has shifted from a focus on the individual to that of a social model. This shift reflects a movement away from a materialist approach to one that is grounded in idealism. In the context of themultiple service paradigm movement this paper explores trends in the provision of social services to the disabled in Korea. In order to accomplish this task the writer conducted an analysis of Korean Community Chest proposals, existing legislation and legislative systems as well as the disability movement in Korea. Data was collected from the 2003 program proposals submitted to the Korea Community Chest. This data was classified using Priestly's Multiple Service Paradigm of Disability. The results suggest that the Korean Community Chest favored an individual idealist approach. There was only limited support given to proposals that reflect the social model approach and thus issues of accessibility, independent living and inclusion are given short shrift. This paper argues the need for a reversal of this trend through the Korean Community Chest supporting issues mentioned above and that the social model should be given greater attention by this funding body. Implications for practice using the multiple paradigm model are discussed.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.424-437
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• 2019

The purpose of this study is to analyze the characteristics and stigma of children and adolescents, and the message types for them in NPO's fundraising advertisement videos in Korea. The subjects are 152 children and adolescents in 147 videos from seven major non-profit organizations. The analysis tools were constructed based on prior studies, and it was carried out after preliminary study. The results are as follows. First, the characteristics of children and adolescents indicated that the ratio of children and infants, main-role, poverty situation, one-parent family, and ward-role appeared the most. Second, 'general' was the highest in the stigma format, and 'hazard' and 'mark' was high in the challenge format. Third, the stigma message was the highest in message type. Finally, as of 2014, the ratio of stigma message and value-exclusion message increased, and the ratio of challenge message and mixed message decreased. The research suggests that a paradigm shift in the format of NPO's typical fundraising advertisement videos is necessary, as the videos may not protect the human rights of children and adolescents and may have negative effects such as stigma.

• 보건세계
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• v.57 no.6
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• pp.26-31
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• 2010

국가결획퇴치사업의 밑거름이 되는 크리스마스 씰 모금활동은 1953년 협회 창립 이래 60년 가까이 지속되어 온 대표적인 나눔운동이다. 매년 씰 소재가 결정되고 10월 1일 발행되어 전국에서 모금이 이루어지고 있는 가운데, 씰 발행에 관한 세세한 내용에 눈과 귀를 열고 있는 분들이 있다. 바로 크리스마스 씰 수집가 다양한 수집의 영역이 있지만, 일 년에 한번 발행되는 씰에 관심을 넘어 민간 씰 홍보대사로 활약하고 있는 수집가분들께 보건세계 지면을 통해 감사드리며 이번호에서는 열혈 수집가 권성중 님을 인터뷰해, 씰 수집에 관한 궁금증을 풀어보기로 한다.

• The Korea Swine Journal
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• v.18 no.2 s.198
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• pp.154-155
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• 1996

• 보건세계
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• v.56 no.1
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• pp.6-8
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• 2009

• 보건세계
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• v.45 no.9 s.505
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• pp.26-29
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• 1998

• 보건세계
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• v.40 no.10 s.446
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• pp.10-12
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• 1993

• 보건세계
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• v.44 no.5 s.489
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• pp.18-23
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• 1997

• Korean Journal of Social Welfare
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• v.59 no.2
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• pp.303-325
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• 2007

This study explores the relationship between marketing activities and brand equity in nonprofit organizations, specifically investigating the relational linkage between four selected marketing mix elements and brand equity through the mediating role of brand equity dimensions. Employing a structural equation model, the study empirically tests research hypotheses and finds some important implication for brand equity creation strategies for nonprofits. The results show that brand association is the only dimension that is positively related to brand equity, reflecting the current donation market in Korea where nonprofits have such a low presence that donors have little knowledge and chance to identify their brands and to build trust relationships with them. Furthermore, the results highlight the importance and roles of promotion and process marketing efforts, as they are proved to enhance brand association. The study also finds that promotion is positively related to brand awareness and process contributes to perceived quality and brand loyalty. Based on these findings, the study suggest that nonprofits make further efforts on active promotion and process development to create positive, differentiated images and better accessibility, and finally improve their brand equity.