非營利組織具有特定的成立宗旨與服務目標，吸引「認同者」及「贊助者」；但發展過程中也可能面臨資源短缺及捐款人流失等問題，如何以有效方式與既有捐款人保持長期的互動關係及溝通方式以強化與既有捐款人的關係，是非營利組織需要探討的課題。 財團法人中華民國心臟病兒童基金會成立於民國60年，為國內第一個醫療慈善基金會，社會大眾的熱心捐贈得以幫助四千兩百多個心臟病兒童獲得醫療補助，累計醫療補助金額達新臺幣壹億捌仟多萬元；從事小兒心臟學醫療的相關研究，治療成績不亞於其它歐美先進國家。 本研究擬以心臟病兒童基金會捐款人資料庫中民國92年3月1日至民國95年2月28日止捐款人資料庫以隨機抽樣方式，透過問卷探討捐款人的基本人口特徵、捐款動機、捐款行為及影響繼續捐款的因素。 研究發現地理及人口統計變數明顯的區隔出心臟病兒童基金會的捐助人市場,其中更以年齡及教育程度等變數的區隔效益最大;而此結果與國內其它研究的結論大致相符，本研究結果將可提供國內其它從事兒童福利工作團體設計行銷活動時的參考。 / Non-profit organizations have specific established objectives and service destinations which attract both “identifiers” and “sponsors”. However, it is a subject of importance for a non-profit organization to probe into the issues of resource shortage and sponsor loss during the development process and of how to retain long-term interactive relationship with donors by effective means and enhance it through communication. Founded in 1971, the Taiwan Cardiac Children’s Foundation Consortium was the first medical charity foundation in Taiwan ever. With warm-hearted donation from the general public, its medical fund has accumulated over NT$180,000,000, and more than 4,200 children with cardiac problems have received its medical assistance. Keeping abreast of Western countries’ advances in treatment results, the Taiwan Cardiac Children’s Foundation Consortium has dedicated itself greatly to related research in pediatric cardiology. This study aimed to survey donors’ basic characteristics, donation motives and behavior, and factors that influenced their continuous donation by random specimen method from the donor database of the Taiwan Cardiac Children’s Foundation Consortium dated March 1, 2003 through February 28, 2006. The research revealed that geographical and population statistical variables distinguishingly discriminated the donor market of the Taiwan Cardiac Children’s Foundation Consortium, in particular with respect to the age and education variables. This result similarly corresponds to those of other research in Taiwan, and it provides a magnificent reference for the marketing activity preparation of other child welfare groups active in Taiwan.