Abstract Since non-profit organizations (NPO) in Taiwan have been developing rapidly, they have to compete for the limited resources in the society. In the meantime, the depression has made the government increase its budget deficit so industry and people reduce their donation. Waiting for the donation can no longer cope with the service cost. Non-profit organizations (NPO) begin to learn to construct and apply commercial marketing channels, and think how to use the least resources, manpower and equipment to frame suitable marketing channels. Thus, they can get what they need and provide service to invite more people to attend public welfare so as to create the greatest value for the society. This is the motif of the research. The purpose of this research is to investigate the relativity between the service specialty of non-profit organizations and the variety and proficiency of marketing channels hoping to achieve the purposes. First, what are the differences between service characteristics and gaining resources of non-profit organizations in choosing marketing channels. Second, what are the contents and levels of marketing channels for non-profit organizations. Third, what are the proficiency orientations on raising resources and service promotion of the marketing channels chosen by non-profit organizations. This research adopted literature analysis and case studies. We chose eight non-profit organizations which provide the welfare for the mentally and physically challenged, the so called social charity groups, and interview them about the relations between their service and marketing. The results are as follows: 1. Marketing channels of non-profit organizations are similar. However, the differences of individual mission statement, service specialty and resources will influence their choice on major marketing channels. 2. To achieve missions with rare resources, singular and multiple marketing strategies are suitable for non-profit organizations 3. The construction of organization channels depends on the cooperation of outer organized systems. Therefore, the cooperation model among channel members will influence the effects of marketing channels. 4. Non-profit organizations have not established sound estimated mechanism on their chosen marketing channels for raising fund and service promotion. 5. Digital marketing channels are new marketing ones to be learned. At the end, this research makes a conclusion and gives some suggestions according to the analyzed discussions of the investigations above. We hope that it can provide a reference for marketing fellows in industry and non-profit organizations, and for further research. Keywords£ºNon-profit organizations (NPO)¡¢Marketing Channel

Denna studie undersöker hur demokratisk organisering i det svenska civilsamhället har påverkats av den hastiga digitaliseringen i samband med covid-19. Studien är av induktiv karaktär och syftar till att studera förutsättningarna för demokratiskt deltagande under digitala årsmöten i ideella föreningar. Den empiri som ligger till grund för undersökningen är kvalitativa intervjuer samt en kvantitativ enkätstudie. Urvalsgrupperna är personer som har suttit som mötesordförande under både digitala och fysiska årsmöten samt förtroendevalda och anställda som har arrangerat eller deltagit vid årsmöten under covid-19. Studien visar att det finns ett samband mellan demokratiska förutsättningar under digitala årsmöten och den digitala kompetensen inom organisationen. Vidare att förberedelser och organisationskultur är viktigare för de demokratiska förutsättningarna än om årsmötet arrangeras via fysiska eller digitala kanaler. Resultatet visar att lärdomar från digitaliseringen av årsmöten under covid-19 kan leda till ökade förutsättningar för deltagande och jämlikt inflytande. Empirin pekar på en framtida utveckling där majoriteten av organisationerna i studien kommer återgå till fysiska årsmöten eller hybridmöten. Hybridmöten, där vissa medlemmar deltar fysiskt och andra digitalt, rekommenderas inte då de kan skapa problem gällande jämlikt deltagande och inflytande under årsmötet. / This study examines how democratic organization of operations within Swedish non-profit organizations (NPO) has been affected because of rapid digitalization following covid-19. The study is inductive in nature and aims to study the prerequisites regarding democratic participation during annual meetings. The empirical data that creates the foundation for this research is based on qualitative interviews and a quantitative survey. The selection group studied comprises persons that have acted as chairman during both digital and physical annual meetings, as well as board members and employees within NPO's that have arranged or participated in annual meetings during covid-19. The study shows that there is a correlation between democratic prerequisites during digital annual meetings and the digital competence within the organization. Furthermore, preparations are shown to be more important regarding the democratic prerequisites than whether the annual meeting is conducted via physical or digital platforms. The results indicate that knowledge gained from the digitization of annual meetings during covid-19 could lead to better possibilities regarding participation and equal influence. Empirical data points out a possible future development where the organizations participating in the study will revert to using physical and hybrid meetings when conducting annual meetings. Hybrid meetings, where some participate physically and others digitally, are not to be recommended due to problems regarding equal participation and influence during the annual meeting.